Competitive Intelligence Report
Mexico’s International Travel Industry No. 8 / October 19, 2020
Mexico Economic Outlook
Gross Domestic Product 2020
MEDIA Variation Forecast AUGUST SEPTEMBER -9.97 -9.82
Annual General Inflation Rate
Evolution of the average expectations for the interbank funding rate at the end of each quarter
MEDIA
AUGUST SURVEY
2020
AUGUST 3.82
SEPTEMBER 3.89
2021
3.01
3.26
2021
3.60
3.57
2022
2.22
2.33
2022
3.59
3.57
Source: Survey on Expectations September 2020, Bank of Mexico.
SEPTEMBER SURVEY TARGET RATE
Source: Survey on Expectations September 2020, Bank of Mexico. Source: Survey on Expectations September 2020, Bank of Mexico.
Gross Domestic Product
General Inflation Rate
Interbank Funding Rate
S October 16, 2020 Target Rate 4.25
Interbank Equilibrium Interest Rate Annual Percent 1 28 91 182 Day Days Days Days 4.23
4.53
4.51
4.49
Exchange Rate USD 2020
MEDIA (peso per dollar) AUGUST SEPTEMBER 22.61 22.14
2021
22.71
22.23
2022
22.83
22.53
% National Unemployment Rate 2020
AUGUST
SEPTEMBER
6.27
6.11
2021
5.11
5.07
Source: Survey on Expectations September 2020, Bank of Mexico.
Source: Survey on Expectations September 2020, Bank of Mexico.
Source: Bank of Mexico.
Representative Interest Rate
Laboral Market
Exchange Rate (USD)
USD 14/10/2020 $21.29 ppusd
15/10/2020 $21.38 ppusd
CAD 16/10/2020 $21.17 ppusd
14/10/2020 $16.22 ppcad
EXCHANGE RATE EURO 14/10/2020 $24.99 ppeuro
MEDIA SURVEY
15/10/2020 $25.06 ppeuro
Source: Bank of Mexico
16/10/2020 $24.81 ppeuro
15/10/2020 16/10/2020 $16.15 ppcad $16.02 ppcad
YEN 14/10/2020 $0.20 ppyen
15/10/2020 $0.20 ppyen
16/10/2020 $0.20 ppyen
Government Updates
01 02
The World Bank (WB) adjusted the fall that the Mexican economy will have this year to 10%, compared to its previous prediction of 7.5 percent. However, the global body affirmed that by 2021, the country will have a positive growth of 3.7%, seven tenths more than its previous expectation. Last Thursday, October 8, the Mexican Government made a transfer for 159 million 876 thousand 920 dollars to the GAVI Alliance and presented the risk guarantee documents for 20 million 629 thousand 280 dollars, in compliance with the commitments acquired in the contract of participation of the COVAX Facility mechanism. With this payment, the acquisition of vaccines against Covid-19 is guaranteed and thus immunize at least 20% of the population.
03
Mexico and the US extend the border closure for another month due to COVID-19. The partial closure will continue until November 21, reported the Ministry of Foreign Relations (SRE).
04
The Carlos Slim Foundation (FCS) will make an additional donation of 90 million pesos (mp) to extend, until December, the operation of the Temporary Unit for attention to the new coronavirus (COVID-19) of the Citibanamex Center, in order to “ continue supporting the return to the new economic and social normality ”.
COVID-19 Confirmed cases 841,661 OCTOBER 16, 2020 Active 28,066 313,678 Suspicious Recovered Deaths Death Rate index
612,216 85,704 10.18%
Source: Budget of Expenses of the Federation 2021, Ministry of Finance and Public Credit & Main National Newspapers (El Economista, El Financiero, Excélsior, Milenio, Reforma, Universal).
Countries Reopening September 2020 The opening of tourist destinations is gradually advancing led by Europe; the situation of the American region remains in line with the world
According to the World Tourism Organization, 43% of countries keep their borders closed to tourism
Source: OMT
Source: OMT
Source: Infographic Cicotur 41/20, Anahuac Tourism Competitiveness and Research Center.
Recovery on Flights and Seats Scheduled 2020 vs 2019 Although it should be taken with reservations when dealing with flights programmed and unconfirmed, a pattern of growing and sustained recovery.
National flights on routes with more than 80,000 Annual passengers and international flights with more than 100,000 Source: OAG
Economic Possibilities to go on vacation Mexican market - September 2020 2019 vs 2020
Jan
Feb
Mar Apr
May. Jun
Jul
Although it is at the lowest point for the month of September in recent years, the confidence of the Mexican consumer to go on vacation is evolving upwards ... although it does so very gradually Aug
Sep
Oct
Source: Inegi, ENCO/ETCO
Source: Infographic Cicotur Sept 2020, Anahuac Tourism Competitiveness and Research Center.
Nov
Dec
Travel Industry Updates One of Latin America’s strongest online travel agency, Despegar, confirmed that it completed the 100 percent acquisition of Best Day Travel Group, consolidate its leadership in the region. As of today, Best Day's online transactions represent approximately 70 percent of total sales and revenue for 2019 was approximately $ 140 million. Source: NITU (Trade Media). On the eve of the G20 Tourism Ministers meeting last October 7th under the Saudi Presidency, as the leaders of the OECD and UNWTO, called for strong and urgent action across three fronts to sustain millions of livelihoods. First, strengthened multilateral co-operation and robust support are critical to reactivate travel. Second, governments must approach tourism recovery in a more integrated manner. Third, the need to reshape tourism towards responsibility and inclusion. Source: UNWTO website. On October 7th, 2020, history was made as the G20 Tourism Ministers, under Saudi Arabia’s leadership, hosted more than 45 CEOs and WTTC Members, who presented a plan to save the ailing Travel & Tourism sector and 100 million jobs globally. During their G20 Chairmanship, Saudi Arabia requested the collaboration of the Travel & Tourism private sector in developing a path to recovery. In response, WTTC’s Members developed and presented a concrete plan aimed at restarting international travel. Attendees highlighted the importance of coordinated testing programs and protocols at departure points as the solution to regain consumer confidence and recover millions of jobs. Source: WTTC website. Amazon presented its beta platform "Amazon Explore", which offers online experiences from different parts of the world, which are carried out by hosts, who give cooking classes, tourist advice, reviews of establishments, recommendations of what to do (and what not) if you visit a certain destination, virtual tours, etc. It is also possible to interact with a host, clarify doubts about the country from which it is broadcast, and much more. Currently there are several options available, such as The Best Views of Prague, Mexico City Street Art, Taiwan Religious Customs at the Longshan Temple in Taipei, Introduction to Hong Kong, among others. Source: Invertour (Trade Media). The U.S. Travel Association announced that IPW, the most important annual international inbound travel fair in the United States, will be a face-to-face event that will take place from September 18 to 22, 2021, in Las Vegas Nevada, as planned in 2020, after being canceled by the Covid-19 pandemic. Source: LVCVA.
Mexico´s Media Overview Trade Media Content Trade media has increased its coverage in 42% as destinations and travel attractions have been reopening and sharing more content information to media. The main topics continue to be destinations attractions and airlines restarting operations to national and international destinations as the tourism has restarted its reactivation.
+ 42% 363 MORE ARTICLES THIS MONTH
Sample: 1227 hits Source: Trade Media (LADEVI, LADEVI Latam, Viajando Travel, Travel Times, Invertour, Pasillo Turístico, Travel News, Publitur, Rèport México, Tráfico Magazine, Conexión Turística, Turistampa, Vidalturismo, Travel Report, ABZ Turístico, US Traveler, NITU, Altavoz Turismo, Reportur and Turitips)
Trade Media Content 13%
25%
20% 8%
4%
7%
11% 10%
3%
1
Destinations - Attractions
2
Airlines
3
Tourism Economic Situation
4
Tourism Health Measures
5
Hotels
6
General Information
7
Webinars and virtual events
8
Reopenings
9
Cruises
Sample: 1227 hits Source: Trade Media (LADEVI, LADEVI Latam, Viajando Travel, Travel Times, Invertour, Pasillo Turístico, Travel News, Publitur, Rèport México, Tráfico Magazine, Conexión Turística, Turistampa, Vidalturismo, Travel Report, ABZ Turístico, US Traveler, NITU, Altavoz Turismo, Reportur and Turitips)
Consumer Media Consumer media continues to share detailed information about destinations and actual travel experiences (considering health and safety measures), to promote specific activities and different options for all kind of travelers.
Source: Direct contact with media. Online examples: LIFE AND STYLE, Air Femme, Estilo DF, Periódico Viaje, CARAS and HOLA.
Airlines Update Aeroméxico
Volaris
The shares of Grupo Aeroméxico, which operates the largest airline in the country, rose (around 8% to 4.79 pesos) this Monday, their highest level since August 28, after the company announced that it received final authorization to a financing request, included in its current restructuring process. The airline reported that a New York court gave final approval to a request for preferential financing for up to 1,000 million dollars with which it intends to maintain liquidity to continue operating. Source: Aerolatinnews (News Site).
Starting on December 11, 2020, DFW International Airport will welcome Volaris, the only ultra-low airline in Mexico, which will directly connect DFW with the country's capital. The new flight between Mexico City and Dallas Fort Worth will be available for purchase from October 8th and will operate three weekly frequencies (Monday, Wednesday and Friday). This new route will complies with the recommendations issued by the International Air Transport Association (IATA), the European Air Safety Agency (EASA) and the World Health Organization. Source: Aerolatinnews (News Site).
Low Cost Airlines
Viva Aerobus Viva Aerobus, reported that in September 2020 it registered nearly 730 thousand passengers, an increase of 12% compared to last August, being the second airline with the highest number of passengers this month. During September, the airline operated 94 routes offering a capacity of 87% vs September 2019, measured in seats per available kilometers. In this sense, the airline achieved the highest growth in the sector when considering the increase in passengers in September 2020 compared to the previous month. Source: Aerolatinnews (News Site).
Air Canada
Although last August, Volaris and Viva Aerobus hit a record annual falls in passenger transport in national markets of 34.9 and 47.1 percent, in just three months they managed to return their seat offer to pre-pandemic levels and have 77 and 30 aircraft in operation, respectively, the same number of airplanes they had in February, a month before the start of the social distancing measures. Source: Aerolatinnews (News Site).
New Airport in Tulum
In an effort to protect travelers and co-workers, the airline confirmed that it placed an initial order for 25,000 ID Now Covid-19 rapid test kits from the pharmaceutical company Abbott. The acquisition came just weeks after the airline partnered with McMaster Health Lab (MHL) and the Greater Toronto Airports Authority (GTAA) to do a study to support the implementation of tests to detect coronaviruses in a timely manner in place of the quarantines. Source: Aerolatinnews (News Site).
Aeromar In order to reduce travel times and improve trade between Mexico City and Laredo, Texas, Aeromar opened a direct flight to connect both urban areas and thus be able to avoid the ground border between Mexico and the United States. The new trade route will facilitate tourism and the exchange of goods between both cities and, the reunion of relatives paused by coronavirus pandemic. The company has a promotion where the round-trip flight is priced at $ 149 USD and users can purchase their tickets at that cost for the next two months. Source: Aerolatinnews (News Site).
President Andrés Manuel López Obrador estimated that the Tulum airport, in Quintana Roo, will be inaugurated in 2023, a project for which the government are already has 2 properties, one of them with an area of 3,706 Acres. The project will be carried out by the Army. One of the two sites for the construction of this airport, belongs to the Ministry of Communications and Transportation and the other to the Navy. Source: Milenio (Newspaper).
Interjet
After the news of the cancellation of the share-code contract that Aeromar had with Interjet was announced, Aeromar gave a statement, confirming that the cooperation that began a few weeks ago had concluded by mutual agreement in the best interests of both airlines. The airlines had announced their alliance in order to jointly market some domestic routes, to increase their flight capacity, after suffering the effects of the Covid-19 pandemic. Source: Pasillo Turistico (Trade Media).
International Flights and Frequencies Status Fri, Sa t, Su n
W Un e d , ti l F r i 18 Dece , Sun ,2 m . 02 be 0 r
M on, real
o
ta wa
un nc Ca
To r
o ont
M
i co
to
ico ex M
ve Va nc ou
o
e,
un
Fri. Until November 6, 2020
No W e d . v em b 202 er 4, 0
ntil Th u . U r 5 be No v e m 2020
ti l , Un r 7 e t. Sa e m b 0 v 2 No 20
Tu
i, S
r
to
i
ont
Fr on,
ve
T o ro n
ue, n, T u, Mo h d, T t We a S Fri, un S (2), ) (2
San io on Ant
Fr
To r
ou nc Va
r
on To r
Sa nJ o Ca se d bo el
y Cit Puerto Vallarta
i co ex M Cit y
Th u e d , Su n W , t, T u e ri , S a F 2) , ) ( (2
Vancouver
real
ex
Montreal
M ont
m
Cozum el
Th u . U Decem ntil ber 1 2020 7,
ro
Mo n, T Chi ue W cag o F ed, Th , ri ( 2 u, ) (2), , Sat Su (2) n
a ap Ixt
ont
lco Huatu
o
To r
Ot
nt
Ae
Thu Fri ( (2), 2) (2), , Sat Su (2) n Orland o
ro
xico Me y Cit
De lt a
M ont
Den ver
to
To
ver Den
hu, n, T t, o M , Sa Fri n San co Su is c n Fra
T No h u . U n v em t b il 202 er 19 , 0
Mon. Until November 16, 2020
ue, n, T Mo d (2), mi Mia We , Fri Thu Sat (2), un S (2), ) (2
T o ro n
ti l , Un 19 t. e r Sa m b 0 ce 202
Su n
S Fran an cisc Gu o adal ajar a
De
Sat, Sun
Sat,
Mo n, T h Sat u,
ntil Thu. U 17, ber Decem 0 202
(September 16– October 15)
Source: Direct contact with Airlines
International Flights and Frequencies Status
zum el
Sat
hua Chihua
Co
lph ila de
CharlotteDouglas
e
l
eni
x
Mon (2), Tue (2), Wed (2), Thu (2), Fri (2), Sat (2), Sun (2)
Mexico City Tokyo
Mo (2) n (2), ,W T Th u e d ( u e 2 ( ), 2 (2) , S a ) , F ri t, S un
e Tu ), ), ( 4 d ( 3 ri on e F M ), W (4), (3), t (4 u Th ), Sa (2) (4 Su n
s lla Da
Mon, Tue, Thu, Fri, Sat, Sun
New York
Mon Tue (2), Wed (2), Thu (2), ( (2), 2), Fri Sat Sun (2), (2)
hu, n, T M o t, S u n Sa F ri ,
M o Fr n (2 (2 i (2 ), T ), ), h Su Sa u , n t (2 )
Ph o
ago Ch i c
Phoenix
jara dala (2), Gua Mon (2), ston Tue (2), Hou Wed ), Fri (2 Thu (2), Sat (2), un S
Mo Tu n (2), W e (2 Th ed (2 ), u (2) (2), ), , Sa Fri t Ho Sun (2), ust on
Mon (2), Tue, Wed (2), Thu (2), Fri (2), Sat (2), Sun (2)
M Mo n iam We (2), Tu i d (2 e, (2), ), Thu F r i( Sat (2), 2), S Dall (2) un as
M
i ty
P u e rto Vallarta
las
oC xi c
de se Jo b o n S a Ca
Dal
un nc a C
Oaxaca
Dallas
ue ), T ), 3 ( n (3 M o W e d F ri , (3) u (3), ), Th Sat (2 , (3) n (3) Su
, (3) 3), on hu ( t M , T Sa ed ), 3) W ri ( 3 u n ( F ,S (3) i iam ue M (5), T Mon ed (5), (5), W ), Fri 5 Thu ( t (5), a S s , (4) Dalla 5) Su n (
Ph
Dallas
s lla Da
Mon, Tue, Thu, Fri, Sat, Sun
Phoenix
), Tu e Mon (2 (2), d (2), We , F ri Thu (2) ), (2 (2), Sat Sun (2)
u, Th n, (2), Mo Sat , F ri S u n
M o (2) n (2 Th , W e ), Tu (2) u (2 d (2 e ), ), , Su Sat ( Fri n ( 2), 2) Da lla M on s (4), T ue (4), W Gu e Thu ( d (4), ad 4 ala (4), S ), Fri jar at (4 D a a llas Su n ( ), 4) M on te rre y
Mo n ( 2 ia ), W (2), T Th ed ue (2) u (2) (2), ,S ,F Su at (2 ri n( 2) ),
(September 16 – October 15)
4), n ( ), o M e (4 , Tu d (4) ri We (4), F ), (4 u Th , Sat ) n ) o (4 un (4 ust S Ho
Leo n
Tu e, T Sun hu,
Ch ic a
go
Gu ada laja ra
rr nte o M
Cancun Denver
Daily
San Antonio
, hu ,T t on a M Fri, S
Mon, Fri
Los Angeles Saturday
go ica Ch
Mexico City
Sa nJ o Ca se bo de l
Denver
M Tu on ( W e 2) Th ed (2), , (2 u (2 (2) ), S ), , a F Su t (2 ri H n ), ou sto n
Sun Fri, Sat,
ey
San io ton An
, ed , W Su n n M o , F ri , u Th
Source: Direct contact with Airlines
International Flights and Frequencies Status
20
)
New Frequency
Sa nJ o Ca se d bo el Van cou v er
Ed m on to n
Mo n, S We No at, Su d, Thu vem n. U , F ber nrt ri, 5, 2 il 020 No Da ve ily m .U be n r 9 til ,2 02 0
To ro nt o
Satu rday
Van cou v er
Sa s
r mbe Nove Until Thu. 5, 2020
New Flight
Calgary
20
Daily. Until November 9, 2020
1,
Victo ria
r1
Tue. Until N 10, 2 ovember 020
be
No M ve on m .U be nt r 9 il ,2 02 Tue 0 ,W Sat ed, No , Su Thu vem n. ,F ber Unti ri, 5, 2 l 020
m
Victo ria
Da ily
Sa c
ram
en
San A
to
nton
io
ve
til 20 Un 20 y. r 9, l i Da be m ve No
Until Tue, Fri, Sat. 2020 November 6,
ily Da
un ri, S u, F , Th Mon
Mon, Wed, Thu, Fri
No
ry lga Ca
ka
to on
D Nove aily. Until mbe r 5, 2 020 We No d, Fri vem , Sa ber t. U 6, 2 ntil 020
No W v e ed m .U be n r 1 til 1, 20 20
r be m ve No 0 til 02 Un 0, 2 1
Dallas
a go
til
Winnipeg
Tue , Th u, S un
Daily
San Jose, C
alif
lif Ca
l nti 0 n. U 202 , Su r 23, t a S be v em No
Tor ont o
Until Novemb er 9, 2020
er mb ece l D 20 nti . U , 20 Sun 13
Ch i c
Un
v er cou Van
Vanc ouve r
e. Tu
ri (
nto Toro
Calgary
ge
s
Sun
,F
o Huatulc
Edmonton
r mbe Nove Until Sun. 8, 2020
e (3), Wed (3), Sat (3 ), Su n Th u (3), Fr (2) i (3),
ed, Fri, Mon, Tue, W Sat, Sun. Until 2020 November 6,
Edmonton
wna Kelo
ed
Calgary
mber
ntil 0 un. U Fri, S er 8, 202 b m Nove
wna Kelo
ina
e,
(2), Tu
Ma zatl an
Edmonton
Jos
M on
o
W
ele
Sa n
s
Dail y
ng
Mon , We d, T hu, Fri, Sat,
ve Thu. Until No 5, 2020
to
as
at
en
Sunday
a aw Ott
g Re
sA
Ve g
hu ,S
Tue, Wed, Sa t. Until November 30 , 2020
Vanc ouve r
k
l nti . U 020 Sun r 7, 2 , t Sa mbe ve No
n oo at
un nc a C
or Ge nce Pri
Lo
La s
12, til November Thu, Sun (Un 0) 202
Tu e, T
ra m
3,
M er ida
y
il nt 0 . U 02 at 7, 2 S , r on e M emb v o N
s Sa
o e rt Pu larta l Va
Sa c
mber
Toronto
Fre sn
ngele
il No ve
Saturday
nd
Houston
n Su
, Calif
nt Su n. (U i, Sat, 20) ed , Fr 20
To ro nt o Cal gar
ary
les
kl a
Lo s A
ity
i, Fr
io Ontar
Tu e, W
Miami
oC Mexic
n ge
Oa , ed ,W on M
P
Fri. U ntil N o 6, 20 vember 20
x
Calg
s
ia rel o M
Thu Mon,
A Lo s
nte
ra laja a d a Gu
ni hoe
Sat
r
Cozumel a Ixtap eto Lor nillo za an M
lie
Fri, ed, n, W Mo
Zacatecas
o Fresn
at d, S We
s ca
go
Los Angeles
Tue, Fri (Until November 3, 2020)
ua
no
Tue U n , W ed til N , S ove at, S 202 mbe un. r7 0 ,
y
es
Re
Un t 24 il N , 2 ov 02 em 0 be
gar Cal
Ag
il . Unt 0 , Sat 2 Wed er 7, 20 mb Nove
ge l
Tu e.
ri,
ry lga Ca
Chica
An
go
,T on M
,F ed ,W ue
er mb ove til N 0 Un , 202 7
Lo s
i ca
. Sat
20
Chihuahua
, 20
n Leo ca xa Oa
Mon, Wed Novem , Thu, Sun (Un ber 1, 2020) til
v1
lan d
No
Denver
Oa k
ro m
s
Ch
ele
, Sa t. F
ng
ed
sA
n, W
No v1 ,
til Un 2020 n. Su 5, u, er Th emb v No
r 1, mbe ove til N (Un 20) Sun 20
Mo
Lo
Sa 20 t. F 20 rom
Mon, Sat
Fri,
y da urs Th
M on ,W ed ,
Tue, Fri, Sun. Until November 6, 2020
(September 16 – October 15)
Cancelled
International Flights and Frequencies Update
(September 16 – October 15)
120
108
100 80 60 40 20 4 0 New Frequency
New Flight
0 Cancelled Source: Direct contact with Airlines
Performance Competitive Index
Mexico’s International Travel Industry: Airlines, TO, Wholesalers, GDS , OTAS & Travel Agencies
Weighted Performance Indicators
1
1
Packages – 15%
2
Social Media Campaigns – 15%
3
Distribution Channel Website Structural SEO––10% 10%
4
Product– 10%
5
Sales Strategies – 10%
6
SEO Segmentation SEO– 10% – 10%
7
Social Media Tool – 10% Social Media Campaign– 10%
6.9
2
3
6.1
8
Travel Window – 10%
9
Post – Tools 5% – 5% Social#Media
10
Webinars – 5%
5.3
8
9
4.5
5.7
6
7
5.0
6.2
4
5
5.4
7.3
10
4.9
11
4.3
12
13
4.0
3.7
18
19
3.4
3.9
16
17
3.6
4.2
14
15
3.8
4.4
3.5
20
Source: Trade Media and Airlines’, TOs’, Wholesalers’, GDS’, OTAs’ Social Media & e-mailings Methodology: Sample 72 tourism companies; compound index based on 4,100 data
Mexico’s Performance Competitive Index (Comparative) International Travel
Company 1 2 3 4 5
6 7 7 7 8 9 9 9 10 11 12 12 12 12 13 13 13
Mega Travel Mundo Joven Viaje y Punto Aeromexico Viaje El Corte Inglés
Sep – Oct Aug – Sep Jul– Aug Score Score Score 7.3 7.0 7.7 6.9 6.5 7.0 6.2 5.8 5 6.1 4.5 6 5.7 6.3 7.4
Travel Shop Despegar Travel Viajes Volaris Mundomex Consolid Viva Aerobus Sierra Madre Euromundo La Casa del Viaje Sevilla Sol Prisma Operadora Contravel JuliáTours Viajes Panorama
5.4 5.3 5.3 5.3 5.0 4.9 4.9 4.9 4.5 4.4 4.3 4.3 4.3 4.3 4.2
5.7 3.8 5.3 4.6 2.8 3.0 3.4 3.3 3.0 2.8 2.4 3.1 4 3.7 3.8
5.4 3.4 5.5 5 3.1 3.6 3.2 4.3 2.7 1.6 0.03 2.8 4.1 3.5 3.1
PE-TRA Operadora Punta del Este Operadora
4.2 4.2
3.9 3.9
4 2.2
Company 13 14 15 15 15 15 15 16 16 16 16 17 18 18 19 19 19 20 20 20 20
Sep – Oct Aug – Sep Jul– Aug Score Score Score
PriceTravel Viajes Palacio Nefertari Travel Turismo Travel
4.2 4.0 4.0 3.9
2.5 4.0 3.0 2.3
2.1 N/A 2.8 3
Creatur Viajes Viajes Intermex LASEN Travel Travel Impressions Viajes Leonarwill Regio Operadora LeGrand Viajes Viajes Premier Imacop Interjet Vacations MexJal Travel Point Mundo Cruceros y Viajes YaVas Viajes Marplay
3.9 3.9 3.9 3.8 3.8 3.8 3.8 3.7 3.6 3.6 3.5 3.5 3.5 3.4 3.4
3.9 2.8 3.8 2.6 3.9 4.3 3.0 3.0 6.4 2.8 2.8 3.0 2.2 2.5 3.3
2.9 2.8 1.6 2.3 N/A 2.3 3.3 3.2 3.1 2.5 1.4 4 1.8 3 3.5
Carmen Travel Services GoesGo
3.4 3.4
2.8 2.8
2.2 3.9
Color’s number code Increase position Same position Decrease position
Source: Trade Media and Airlines’, TOs’, Wholesalers’, GDS’, OTAs’ Social Media & e-mailings
Region Offer by Tour Operator SAMPLE: 335 packages
35%
2%
18% +
7%
0%
12% 26%
1 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
North America Mega Travel – 9% TacTours – 9% Viajes El Corte Inglés – 9% Mundo Joven – 7% Target Operadora – 7% Carmen Travel – 5% Regio Operadora – 5% PriceTravel – 5% Sierra Madre – 4% Valero Viajes – 4% Viajes Palacio – 4% Euromundo – 3% Evolution – 3% Mundo Cruceros – 3% Record Vacations – 3% Travel Shop – 3% Viaje y Punto – 3% La Casa del Viaje – 2% Viajes Leonarwill – 2% Consolid – 1% Creatur – 1% LASEN Travel – 1% Mundomex – 1% Panorama – 1% PETRA – 1% Prisma Operadora – 1% Riviera Operadora – 1% System Oepradora – 1% TCD / Navel Traveling – 1% Ya Vas – 1%
2 • • • • • • • • • • • • • • • • • • • •
South America Mega Travel – 32% Turismo Travel – 12% Punta del Este – 10% Travel Shop – 7% PE-TRA – 6% Prisma – 6% Juliá Tours – 5% Travel Viajes Group – 5% Target – 3% Consolid – 2% Record Vacations – 2% Viaje y Punto – 2% Carmen Travel Service – 1% Creatur – 1% Le Grand – 1% Mundo Joven – 1% Nefertari – 1% Panorama – 1% Viajes El Corte Inglés – 1% Viajes Fama – 1%
3 • • • • • • • • • • • •
4 • • • • • • • • • • • • • • •
Europe Garin Mayoristas – 34% Mega Travel – 15% Travel Shop – 15% Juliá Tours – 10% Nefertari – 7% Sierra Madre – 5% Turismo Travel – 3% Viaje y Punto – 3% LASEN Travel – 2% Marplay – 2% Opesa – 2% Viajes El Corte Inglés – 2%
Middle East Mega Travel – 20% Nefertari – 14% Mundo Joven – 12% Consolid – 10% Prisma – 10% Panorama – 5% Viaje y Punto – 5% La Casa del Viaje – 3% Mundomex – 3% PE-TRA – 3% Sevilla Sol – 3% Travel Shop – 3% Travel Viajes Group – 3% Viajes Fama – 3% Viajes Intermex 3%
5
Caribbean and Central America
• • • • • • • • • • •
Turismo Travel – 24% Mundo Joven – 20% Sierra Madre – 12% Punta del Este – 8% Record Vacations – 8% Target – 8% Operadora VICA – 4% PE-TRA – 4% Regio Operadora – 4% Travel Shop – 4% Viaje y Punto – 4%
5 • • • •
Asia Juliá Tours – 43% Mega Travel – 29% Mundo Joven – 14% Viaje y Punto – 14%
Source: Trade Media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing
North America Offer by Tour Operator
Canada – 16% • • • • • • • • • •
National – 58%
USA – 26%
Valero Viajes – 26% Travel Shop – 16% Mega Travel – 11% Mundo Cruceros – 11% Mundo Joven – 11% Carmen Travel – 5% LASEN Travel – 5% Mundomex – 5% Panorama – 5% Viaje y Punto – 5%
• • • • • • • • • •
• • • • • • • • • • •
Target – 27% Tac Tours – 23% Mega Travel – 10% Record Vacations – 10% Viaje y Punto – 10% Mundo Cruceros – 8% Euromundo – 3% Mundo Joven – 3% Sierra Madre – 3% Naveltraveling – 3%
n=19
Viajes El Corte Inglés – 18% Mega Travel – 10% Regio Operadora – 10% Carmen Travel – 7% Mundo Joven – 7% PriceTravel – 7% Viajes Palacio – 7% Evolution – 6% Sierra Madre – 6% Tac Tours – 5% Euromundo – 3%
n=30
• • • • • • • • • •
La Casa del Viaje – 3% Leonarwill – 3% Consolid – 1% Creatur – 1% PE-TRA – 1 % Prisma – 1% Riviera – 1% System – 1% Travel Shop – 1% YaVas – 1%
n=68
% of Room Nights Offer by Region
• • • • • • •
43 %
41%
1-5 nights
1-10 nights
National – 46% South America – 21% North America – 19% Central America & Caribbean – 10% Middle East – 2% Europe – 1% Asia – 1%
• • • • • • •
South America – 40% Europe – 21% North America – 17% Middle East – 13% Central America & Caribbean – 6% Asia – 2% National – 1%
12%
4%
1-15 nights • • • •
Europe – 52% Middle East – 35% Asia – 8% South America – 5%
1-20 nights •
Middle East – 100%
Source: Trade Media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing
Room Nights Average By Season
3 packages Winter 2020 – Spring 2021 – Summer 2021 Winter 2022
13.4
2%
3.9
6.8
4.7
8%
6%
10%
Fall 2020 – Fall 2021
Summer Fall 2021
13
1%
8.6
1%
1%
Eur op e
Qat a
A lb er t a, Q Co ueb lum ec, bia Bris tis Bo h rn eo
r
Aust ria
Greece
A PE - TR
r id ad M l ae Isr
Monterrey n
Q. R oo
Regio Operadora
M e ga
Jamaica
ra laja ada % 6
ad or a
a on
l Ber
Can3c%u
Gu
el
Sho V iaj p es E l Co r te I nglé s
Mont Trem blant
rista
a
rt
o
a yo
ram
po
rs
Op er
HotelD
M rto
no
Es te
Re
na Punta Ca
ay Urugu
Op o Pa
ve l
e2 Tr av
ou
ve l
On
iá T
Tra
Tra
ica ta R
and Zel
Dom inic ana
tina, A r g en
Cos
w Ne
Pu nt ad el
l Ju
s
el rc Ba
in
A r iz
2%
ny Germa
Travel
Costa Rica
V
tio n sti De m
Op e s
orl d W
sal
Arg e
nc eI I
d r lan
ntina
y Tur ke
rt
v ia
tze Swi
alt D
the A
na
eI nc
Un ive
Pa ris
entin a
a Fr a din an Sc
, tria ia Russ
W
Fr a
y an rm Ge
Aus
India
a Cambodi
• Tamaulipas • San Luis • Zacatecas
a
Dr ea
ld or
e iaj
W
Fra nce &
lV
W
D alt
ey isn
Morocco
• Chihuahua • Coahuila • Nuevo Leon
Tos ca
na
ulo
Arg
de
Pa
to
sa
o Sa
un
Ca
an Jap
P ey iaj
s
ia aluc And
Rio
• Queretaro • State of Mexico
Polan d
a Florid
La
• Mexico City • Morelos • Puebla
• Michoacan • Nayarit • Sinaloa
Sweden
City
Aguascalientes Colima Guanajuato Jalisco
Iran
ns
Valero Viajes
• • • •
Tra
e ssi o mp r ve l I
Un ive r
• Quintana Roo • Yucatan
o antiag o de S Camin
rsa l
• Campeche • Chiapas • Tabasco
Abiega
Ski USA
89%
• Queretaro • San Luis Potosi
ico Mex
• Aguascalientes • Guanajuato
Iran
Creatur
Peru
isn ey
Geographical Reach
ona
an Bhut
Colombia
Headquarters/ No. Webinars 66
Monterrey – 1
y
a
Zim ba bu e
Qu eb ec
Colo mbia
ali
M ald iv e
r ke Tu
ico ex
y Ci t
a di bo am
M
n
Spain
Mexico City – 59
str Au
,C m na et Vi
Leon Nvo.
jio Ba
gio Re
Za m bi a,
Pragu e
Source: Trade Media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing
o sc i l Ja
Guadalajara – 4
6%
Winter 2021 – Spring 2022
Tour Operators Webinars by Region
Cancun – 2
8.9
3 packages
11.6
*Room Nights average
Bajio - 0
2021
6.5
3 packages
1%
2%
Fall 2020 – Spring 2021
Winter – Spring 2021
3 packages
8.6
8.1
18 packages
Fall 2020
12% 10%
6 packages
20 packages
N/A*
8
7
12% 12%
7 packages Spring – Spring – Fall 2021 Summer 2021
3%
Winter 2020
6.6
12 packages
9.4
Spring 2021
28 packages
32 packages
Washington
13%
42 packages 37 packages
Croatia
4.4
Open redemption date
Russia
Fall - Winter
44 packages 43 packages
Germa ny
47 packages
Source: Facebook and e-mailing
Sales Strategies (Monthly) Sevilla Sol Nefertari Travel Euromundo Viaje y Punto PriceTravel Mundo Joven Viajes Palacio Viajes El Corte Inglés Regio Operadora Mega Travel
Interest Free Installments
Viajes Intermex
Non-cost changes/Cancellation
Volaris Viva Aerobus
Special rates
Travel Shop Travel Impressions
Special exchange rate
Sierra Madre Operadora Imacop
Changes and cancellations facilities Discount off
HotelDo Evolution Despegar
2x1
Vica Operadora Turismo Travel
Payment Facilities
Travel Viajes Group Target Operadora
Free nights
System Operadora
2 passenger with special rate/discount-off Free kids
Punta del Este Operadora Viajes Panorama Oitsa Naturleon
Commision
MexJal Viajes Leonarwill
Others
LeGrand LASEN Travel La Casa del Viaje Interjet Vacations Consolid Aeromexico 1
2
3
4
5
6
7
16 14 12 10 8
14 12
8
Sample: 84 examples of sales strategies
Comparative Periods 14 11
12 10 8
7
8
7 7
8
7
6
6
4
4
5
6
6 4 4
2
2
3
2
6 4
6 4
3
3
5 2 2
1
2
4
3 1
3
1
Jul-Aug
Aug-Sep
on m isi
No nco st
Co m
lr ch at an es ge s/ Ca nc el Sp lat ec io ia n le xc ha ng e ra te
Sp ec ia
Ot he rs
ni gh ts Fr ee
as 2x se Ch 1 ng an er ge w sa ith nd sp ca ec nc ial ell … at io ns fa cil iti es
2p
Fr ee
kid s
0 Di sc In ou te nt re st of f Fr ee In sta llm en Pa ts ym en tF ac ilit ie s
0
Sep-Oct
Source: Trade Media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing
Companies’ Search Engine Optimization (SEO) Website Structural SEO 10
10
Ya vas
Viaje y Punto
10
10
10
TCD Naveltraveling
10
10
10
PriceTravel
LASEN Travel
10
10
10
La Casa del Viaje
10
10
Geo Travel
Volaris
10
10
10
Turismo Travel
10
10
Target
PE-TRA
10
10
10
10
Evolution Tour Operator
Voiash
Travel Viajes Group
Sierra Madre
Operadora 365
iUmira Travel
Euromundo
Viva Aerobus
Travel Shop
Sevilla Sol
One2Travel
10
10
10
10
10
10
10
10
10
10
10
Viajes Palacio
Travel Point
Punta del Este
Oitsa
Imacop
Contravel
10
8
8
Interjet
Dream Destinations
10
10
Mega Travel
8
Riviera Operadora
8
8
8
8
GoesGo
Abiega Operadora
Tac Tours
Tourmundial
8
8
8
Regio Operadora
Pema Tours
8
8
Consolid
Operadora VICA
7
7
7
Opesa
Mexico Kanko
Aeromexico
Mex Jal
Naviterra/ Navitur
8
Interjet Vacation
Travel Inn
Viajes El Corte Ingles
8
8
8
Naturleon
Mundomex
Mundo Joven
8
8
Carmen Travel Services
Nefertari
8
Travel Impressions
8
8
Prisma Operadora
8
Viajes Fama
Viajes Intermex
Viñales Tours
System Operadora
8
8
8
8
Mundo Cruceros y Viajes
8
La Tienda del Viaje
Viajes Leonarwill
Julia Tours
GTM Operadora
Creatur
8
7
7
Viajes Premier
Marplay
adonde/ Kinich Coyol
Hotel Do
Source: Website Grader Qualification: 10= 30/30 8= 25/30 7= 20/30 (Qualification based upon the following parameters: Permission to Index, Meta Description, Content Plugins, Descriptive Link Text
SEO Segmentation Mega Travel Travel Viajes Group Despegar Viajes Palacio Aeromexico Volaris Interjet Viajes Fama Viajes El Corte Ingles Mundo Joven 0 South America
0.5
1 USA
1.5
Middle East
2
2.5
Europe
Canada
3 Asia Source: Google
Qualification: 3= Google’s first page 2= Google’s second page 1= Google’s third page
3.5
40
25
20
15
10
5
Sample: 335 posts
Garin Mayorista Record Vacations Viajes El Corte InglĂŠs Travel Viajes Group Viajes Palacio Punta del Este Operadora Travel Point Aeromexico Mundo Joven Almundo Mundomex Navitur Viaje y Punto Creatur Travel Shop Mexico Kanko La Tienda del Viaje Viajes Panorama Volaris JuliĂĄTours Mega Travel La Casa del Viaje Imacop Viajes Marplay Turismo Travel iUmira Travel Mundo Cruceros Consolid Despegar Viajes Intermex LASEN Travel Oitsa PriceTravel TravelInn Voiash Operadora 365 Contravel Euromundo GoesGo GTM Operadora Le Grand Viajes Leonarwill Naveltraveling Opesa Oporto Mayorista Prisma Operadora Sierra Madre Operadora Travel Impressions Viva Aerobus
Social Media Campaigns
Paid Organic
Source: Facebook and Instagram, Facebook Ads Library
In Kind Trade Social Media Destination Campaigns
38
35
30
22 22 21 18 15 15 13 13 12 11 11 11 10 9 8 7 7 7 6 6 5 4 4 4 3 3 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1
0
Source: Facebook and Instagram
In Kind Trade Social Media Destination Campaigns % Post by Region 2% 2%
Europe USA
2%
5% Asia
10%
36%
South America Central America & Caribbean
14%
Canada Middle East
11% 18%
Multi Region Antarctica, Africa & Oceania
Source: 335 Facebook and Instagram
Cruises Product
Mediterranean
Middle East
Canada
Number of packages * N/A Holland America Line
* N/A MSC Royal Caribbean
*N/A Silversea Norwegian
Europe
MSC Celebrity
Celebrity
Caribbean
Princess
*N/A Royal Caribbean MSC
Bahamas Baltic
Celebrity Princess Celebrity Royal Caribbean
Alaska
Princess Carnival Celebrity 0
*
Cruise Line is not specific in those packages
1
2
3
4
Operadora 365
Mega Travel
Mundo Cruceros
Pema Tours
Viajes El Corte Inglés
Viaje y Punto
5
6
7
8
Mundo Joven
Sample: 27 packages Source: Trade Media (Abz Turístico, Boletín Turístico, EMI . LADEVI, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing
Methodology • Mexico´s Media Overview: Based upon the result of direct communication with the Media and monitoring of 1,227 online notes from the specified Media during a period of one month. • International Flights and Frequencies Status: Analysis of flights offered on the web pages by airline, as well as the information provided through newsletters and direct contact with airlines´ corporative offices. • Performance Competitive Index: Analysis of 4,100 data from 72 companies (airlines, tour operators, OTAs, GDS, wholesalers and travel agencies) available in the cloud, gathered into 10 indicators. The index is built by calculating the compound simple average of each one of these 10 indicators. Each indicator has a specific average weight based on the interest that customers have in each topic. The process of the data was made with the statistical program Stata.16. • Mexico’s Performance Competitive Index Comparative : Comparative performance of top 20 companies vs. previous periods. • Region Offer by Tour Operator, North America Offer by Tour Operator, % of Room Nights Offer by Region, Room Nights Average: Review of 335 international travel packages and top domestic beaches for international tourism (Cancun, P. Vallarta and Los Cabos) published in the trade media, e-mailing and social media of the companies. • Tour Operators Webinars by Region: Compilation of 66 webinars and virtual tours of international destinations published in e-mailings and social media of tour operators, wholesalers and airlines. • Sales Strategies: Compilation of 84 examples of promotions to international destinations and Mexican beaches published in trade media, e-mailing and social media of companies. • Companies’ Search Engine Optimization (SEO) - Website Structural SEO: Compilation of the results obtained using website.grader.com : 30/30= 10, 25/30= 8, 20/30=7 (Qualification based upon the following parameters: Permission to Index, Meta Description, Content Plugins, Descriptive Link Text). If the company does not appear in the graphic, the score is 0. • Companies’ Search Engine Optimization (SEO) - SEO Segmentation: Compilation of the results obtained using the following search criteria in Google: Travel to the United States, Travel to Canada, Travel to Asia, Travel to the Middle East and Travel to South America. Scores: 1st search engine page = 3 points, 2nd search engine page = 2 points, 3rd search engine page = 1 point. • Social Media Campaigns: Compilation of 355 posts on Instagram and Facebook and active ads on social media during the period September 16 – October 15 available in Facebook Ads Library • In Kind Trade Social Media Destination Campaigns: 335 posts published on Facebook and Instagram • Cruises Product: Compilation of 27 cruise packages published in trade media, e-mailing and social media of the companies.
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@AdnovaComunicacion
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