You would think IAG should play offense here a bit and just add Boston before Norwegian does but I think the strategy is to not mess with anything that could hurt your other flights (London, Dublin, Madrid)
Which 2011 numbers?
Brookings Insititue or the data Massport gave here on slide 7:
http://www.maroundtable.com/aroundTable/1206/RouteDevPlan_GovPatrick.pdf
Brookings is 2011 Calendar Year. Massport was their fiscal year -July 2010 through June 2011. Two things happened in those 6 months The economy in Spain bottomed out in Summer 2011 and the Tsunami hit Japan which may have had people shift travel to Seoul (i.e business meetings or people using Seoul instead of Tokyo as a springboard to Asia). For Brookings, Barcelona is the top O+D for Europe. Seoul is the highest overall.
Brookings top 10 that are now unserved are
Seoul,Barcelona, Milan, Athens, Guatemala City, San Jose CR, Mumbai,Sao Paulo,Delhi, Brussels
You could also make the case that Edinburgh and Glasgow are the same market ala Fort Lauderdale and Miami which would make urbanized Scotland #10.
Massport's Fiscal 2011 top unserved markets are:
Barcelona,Athens, San Jose,Guatemala City,Seoul,Sao Paulo,Mumbai,Delhi
I still cannot believe San Jose-Costa Rica is unserved especially with JetBlue already being there and their willingness to add the perfect amount of capacity (i.e 3 weekly if needed)