Ad Nova Competitive Intelligence Report No. 14 / February, 2022

Competitive Intelligence Report

Mexico’s International Travel Industry No. 14 / February, 2022

MEXICO ECONOMIC OUTLOOK EXCHANGE RATE 02/24/2022 $20.65

USD

02/25/2022 $20.44

CAD

02/28/2022 $20.42

02/24/20212 $16.07

30

02/25/2022 $16.01

02/28/2022 $16.11

20

25 20

2019

15

2020

10

2021

5

15

2022

10

2020

5

2021 2022

0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

0

2019

EURO 02/24/2022 $23.07

02/25/2022 $22.87

YEN 02/28/2022 $22.87

02/24/2022 $0.18

30

02/25/2022 $0.17

02/28/2022 $0.16

0.25

25 20

2019

15

2020

10

2021

5

0.2

2020

0.1

2021

0.05

2022

2022

0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

0

2019

0.15

Source: Bank of Mexico. * ppusd: peso per usd / ppcad: peso per cad dollar / ppeuro: peso per euro / ppyen: peso per yen

2021 Gross Domestic Product Annual Variation 2021 vs 2020

5.0

Annual General Inflation Rate

7.36

National Unemployment Rate Average for the Year

4.20

Source: National Institute of Statistic and Geography (INEGI), January 2021

2021 Economic Indicators

Gross Domestic Product 2022 2023

Global Indicator of Economic Activity (IGAE) Total

% Variation compared to the previous month 0.3

Variation % with respect to the same month of the previous year 0.3

Primary Activities

7.2

6.9

Secundary Activities

-0.1

0.7

Tertiary Activities

0.5

0.0

Annual General Inflation Rate

December

January

2022

4.16

4.27

2023

3.60

3.76

Source: Survey on Expectations January 2022, Bank of Mexico

Source: National Institute of Statistic and Geography (INEGI), November, 2021.

Global Indicator of Economic Activity

MEDIAN Variation Forecast December

January

2.77

2.20

2.15

2.10

Source: Survey on Expectations January 2022, Bank of Mexico

National Unemployment Rate

MEDIAN Average for the Year

2021

4.20

2022

3.90

2023

3.88

Source: Survey on Expectations January 2022, Bank of Mexico

Gross Domestic Product

MEDIAN

Unemployment Rate

General Inflation Rate

Exchange Rate

(pesos per usd dollar)

Exchange rate expectations for the end of the year

2022

21.65

2023

21.90

Source: Survey on Expectations January 2022, Bank of Mexico

Exchange Rate

Source: Bank of Mexico. * ppusd: peso per usd / ppcad: peso per cad/ ppeuro: peso per euro / ppyen: peso per yen

COVID – 19 Situation in Mexico COVID-19 Confirmed cases 5,521,744 February 28th, 2022 665, 750

Recovered

4,119,762

Death Incidence Rate

67.61%

42, 014

Active Suspicious Deaths

Vaccinated

MEXICO - COVID-19 - ADMINISTERED VACCINES 28/02/2022

318,531 5.76%

200,000,000

181,945,907

180,000,000 160,000,000 140,000,000 120,000,000 100,000,000

85,192,820

78,915,838

Number of vaccinated people

Number of people fully vaccinated

80,000,000 60,000,000 40,000,000 20,000,000 0

Administered doses

Source: Mexico's Ministry of Health.

Source: Mexico's Ministry of Health & Johns Hopkins Coronavirus Resource Center.

Evolution of the COVID-19 epidemic in Mexico February 28th, 2022 Estimated Cumulative Cases (minimum)

53,024,833

Accumulated cases estimated assuming a real fatality of 1%, and that the total of deaths from covid19 are registered.

Estimated Cumulative Cases (maximum)

95,444,700

Accumulated cases estimated assuming a real fatality of 0.5%, and an excess mortality from covid19 of 1.5.

Estimated Active Cases (maximum)

Mortality Excess 2019-2020 / 21

710,365

819,234

Active cases estimated assuming the same under-registration rate as for accumulated cases.

Last update of this number, February 28th, 2022

Estimated Active Cases (minimum)

394,647

Active cases estimated assuming the same under-registration rate as for accumulated cases.

Accumulated Deaths

318,149

Considering that the deaths estimated by multiplying the suspected cases by the positivity of the last week, gives a false idea of certainty because the real value of deaths from COVID19 is probably 2 to 3 times higher than that reported here according to various analysis of excess mortality

Source: UNAM (National Autonomous University of Mexico) geographic information platform on COVID-19 in Mexico

Travel Sentiment According with “Traveler Value Index 2022” study by Expedia Group: 78% are most interested in frequent short trips. As people head back into the office and kids remain in school, individuals and families may be looking for more quick doses of adventure.

81% Plan to take at least one vacation with family and friends in the next six months.

56% of those who often work remotely will take a “bleisure” style trip — extending a work trip for leisure, or vice versa.

55%

46%

47%

36%

People will travel more responsibly and consciously

62%

diligently follow COVID-19 guidelines when they travel.

38%

deliberately spend at locally owned restaurants and businesses

54%

pick a destination known for strong COVID-19 safety protocols.

36%

are prepared to pay higher prices.

48%

choose a destination with low COVID-19 case counts.

27%

are willing to postpone travel plans due to labor shortages and the impact of COVID-19.

43%

add in extra time for services and transit, helping to minimize long lines, stress on workers, and missed flights

21%

tip more than normal.

Mexicans are planning to spend an average of $710 USD for their next trip

Travel Sentiment According with “The Mexican Traveler: A Look Through The Big Data” study by Llórente y Cuenca (Nov 2021): Types of tourism that are showing considerable growth in Mexicans’ travel wish

83.6%

Sustainable

7.6%

Bleisure

5.8%

Wellness

1.8%

Digital Nomads

1.1%

Solo Slow

.4% Prefer international destinations by Mexicans 5%

England

5%

5%

20%

New York

8% 16%

9%

Madrid

Florida 10% 11%

11%

Paris

Istanbul

Disneyland

Miami

Texas

California

Domestic Airlines Frequencies Aeromexico / Delta Jun 21 vs Jan 22 Frequencies 35 30

29

28

27

25 21 21

21

21

20

20 15

18 14 12

11

11 7 5

5 0

10

9

10

6

7 5

6

7 5 5

0

0

3 3

12

11

10

7 7 5 2

0

10

14

7

12 10

7

7

6 6

7 5 5 5

6 6 4

2 0 0

jun-21

jan-22

Mexico City Houston

Mexico City New York

Mexico City Los Angel es

Mexico City Chicago

Mexico City Miami

Mexico City Orlando

Mexico City Austin

Mexico City San Antonio

Mexico City Dallas

Mexico City Denv er

Mexico City Las Vegas

Mexico City San Francisco

Mexico City Seattle

Mexico City Detroit

Monterrey Atlanta

Guadalajara Los Angeles

Guadalajara San Franci sco

Guadalajara Chicago

Guadalajara Fresno

Guadalajara Sacramento

Guadalajara Salt Lake City

Mexico City Vancouver

Mexico City Montreal

Mexico City Toronto

Mexico City Amsterdam

Mexico City Paris

Mexico City Madrid

Guadalajara Madrid

Monterrey Madrid

Mexico City Seul

Source: Direct contact with Airlines

13 11

3 3

2

Domestic Airlines Frequencies Volaris Jun 21 vs Jan 22 Frequencies 35

32 28

30 25 20

16

15 10 5

7 433

5

222

13

11

9 10 9 3

5

7

7 23

5

87

11 12 8

10 7

66

13 6

2

13 8

7 4

2

2

3

344

23

45433

21

45

77 2 332122

9 5

7

9 2

9 10 8 7 67 6 54 5 4 4 3 3

12 9

7

2

11 7 4333

3324422234433

11

43

2

0 jun-21

jan-22

Aguascalientes Chicago

Aguascalientes Los Angeles

Chihuahua Denver

Culiacan Phoenix

Durango Chicago

Guadalajara Charlotte-Douglas

Guadalajara Chicago

Guadalajara Dallas

Guadalajara Denver

Guadalajara Fresno

Guadalajara Houston

Guadalajara Las Vegas

Guadalajara Los Angeles

Guadalajara Miami

Guadalajara New York

Guadalajara Oakl and

Guadalajara Ontario, Cal if

Guadalajara Orlando

Guadalajara Phoeni x

Guadalajara Portland

Guadalajara Reno

Guadalajara Sacramento

Guadalajara San Antonio

Guadalajara San Jose, Calif

Guadalajara Seattle

Mexico City Chicago

Mexico City Dallas

Mexico City Denv er

Mexico City Fresno

Mexico City Houston

Mexico City Las Vegas

Mexico City Los Angel es

Mexico City Miami

Mexico City Oakland

Mexico City Ontario, Calif

Mexico City Orlando

Mexico City Sacramento

Mexico City San Antonio

Mexico City San Jose, Calif

Leon Chicago

Leon Fresno

Leon Los Angeles

Leon Oakland

Leon Sacramento

Leon San Jose, Calif

Morelia Chicago

Morelia Fresno

Morelia Los Angeles

Morelia Oakland

Morelia San Jose, Calif

Oaxaca Los Angeles

Queretaro Chicago

Uruapan Los Angeles

Zacatecas Chicago

Zacatecas Los Angeles

Zacatecas San Jose, Calif

International Airlines Frequencies

Source: Direct contact with Airlines

International Airlines Frequencies

Source: Direct contact with Airlines

Airlines Frequencies

Source: Direct contact with Airlines

Performance Competitive Index

Mexico’s International Travel Industry: TO, Wholesalers, GDS , OTAS & Travel Agencies

1

Weighted Performance Indicators

1

Packages by Destination Packages – 15% (10%) Travel Window (5%)

2

Social Media Campaigns – 15%

3

Distribution Channel Website Structural SEO––10% 10%

4

Product Product– 10% (10%)

6

SEO Segmentation SEO– 10% – 10%

8 9 10

8.5

Webinar (10%)

5

Sales Strategies (10%)

7.2

(10%)

Social Media Tourism Destination Campaigns Social Media Tools – 5% (10%) Webinars – 5%

5.4

6.9

8

9

Web Trafiic (15%)

8.0

6

7

6.5

9.1

4

5

Social Tools10% Social MediaMedia Campaign– Social Media attractiveness Travel Window – 10% (10%)

2

3

# Packages (10%)

Sales Strategies – 10%

7

9.3

9.6

10

6.1

11

4.6

12

13

4.2

3.5

18

19

2.7

3.9

16

17

3.3

4.4

14

15

3.8

5.1

3.0

20

Source: Trade Media and TOs’, Wholesalers’, GDS’, OTAs’ Social Media & e-mailings.

Methodology: Sample 79 tourism companies; compound index based on 7,564 data

Mexico’s Performance Competitive Index (Comparative Score) International Travel 2021

Company 1 2 2 4

5 6 7

Mega Travel Mundo Joven Viajes El Corte Ingles GoesGo Travel Viajes Group Despegar Creatur

Oct – Dec 9.6 9.3 9.1 8.5 8.0 7.2 6.9

PE-TRA Travel Shop

6.5 6.1

TourMundial Viaje y Punto JuliáTours BestDay

5.4 5.1 4.6 4.4

Viajes Leonarwill Viajes Palacio Punta del Este Operadora Viajes Intermex

4.2 3.9 3.8 3.5

19

Viajes Legrand Prisma Operadora

3.3 3.0

20

PriceTravel

2.7

8 9 10 11 12 12 13 14 15 16 17 18

Source: Trade Media and , TOs’, Wholesalers’, GDS’, OTAs’ Social Media & e-mailings

Apr – May 9.8 8.1 9.4 3.8 7.3 6.7 4.6 4.4 7.1 4.9 6.2 4.3 8.7 3.8 4.1 3.8 5.4 2.3 2.8 9.5

Mar – Apr 7.7 6.0 5.6 3.6 5.8 3.5 3.1 4.1 5.5 3.6 5.2 3.9 3.1 2.3 2.5 2.8 3.7 2.6 3.2 3.1

Position Increase position Same position Decrease position

1. Packages by Destination Region Offer by Tour Operator 37%

2%

23% +

SAMPLE: 568 packages

5%

1%

18%

14% 5 1 • • • • • • • • • • • • • • • • • • • • • • • • • • • •

North America Mega Travel– 15% Viajes El Corte Inglés– 13% Viajes Palacio – 9% Euromundo – 7% Mundo Joven – 7% PE-TRA – 7% JuliáTours – 5% Target – 4% Prisma Operadora – 3% Regio Operadora – 3% TourMundial – 3% Travel Shop – 3% Viaje y Punto – 3% GoesGo – 2% Sevilla Sol – 2% Viajes Palacio – 2% Consolid – 1% Creatur – 1% Le Grand – 1% LASEN Travel – 1% Mundo Cruceros y Viajes – 1% One2Travel – 1% Riviera Operadora – 1% Travel Viajes Group – 1% Turismo Travel – 1% Viajes de Gala/Ski House – 1% Viajes Fama – 1% Viajes Intermex – 1%

2 Europe • • • • • • • • • • • • • • • • • • • • • • •

3

Mega Travel – 24% • Garin Mayoristas – 13% • Viajes El Corte Inglés – 13% • Mundo Joven – 10% • Julia Tours – 4% • PE-TRA – 4% • Prisma Operadora – 4% • Punta del Este – 4% • Viaje y Punto – 4% • Viajes Palacio – 4% • Viajes Leonarwill – 3% • GoesGo – 2% • Creatur – 1% • Imacop – 1% • Nefertari Travel – 1% • Opesa – 1% • Sevilla Sol – 1% • Sierra Madre Operadora – 1% • TourMundial – 1% • Travel Viajes Group – 1% • Turismo Travel – 1% • Viajes Fama – 1% • Viajes Intermex – 1% •

Middle East

4

Mega Travel– 29% • Mundo Joven– 9% • JuliáTours – 7% • Prisma Opradora – 7% • Viajes El Corte Inglés – 6% • Garin Mayoristas – 5% • Nefertari Travel – 5% • Punta del Este – 5% • Travel Viajes Group – 5% • Imacop – 3% • PE-TRA – 3% • TourMundial – 3% • Creatur – 2% • Target – 2% • Mundomex – 1% • Pema Tours – 1% • Regio Operadora – 1% • Sevilla Sol – 1% • Sierra Madre Operadora – 1% • Travel Shop – 1% • Viaje y Punto – 1% Viajes Fama – 1% Viajes Palacio -1%

South America Mega Travel– 24% Punta del Este– 13% PE-TRA – 11% Julia Tours – 6% Prisma Operadora – 6% TourMundial – 6% Mundo Joven – 5% Viajes Leonarwill – 5% GoesGo – 4% Viajes Intermex – 4% Viajes Palacio – 4% Travel Shop – 2% Viaje y Punto – 2% Viajes Fama – 2% Creatur – 1% La Casa del Viaje – 1% Oporto Mayorista – 1% Sevilla Sol – 1% Turismo Travel – 1% Viajes El Corte Inglés – 1%

Caribbean and Central America Mega Travel – 34% PE-TRA – 11% Punta del Este Operadora – 11% Travel Shop – 8% Travel Viajes Group – 8% GoesGo – 4% Imacop – 4% JuliáTours – 4% Turismo Travel – 4% Viaje y Punto – 4% Viajes Leonarwill – 4% Viajes Palacio – 4%

• • • • • • • • • • • •

6 • • • • • •

7 • •

Asia Mega Travel – 46% Garin Mayoristas – 15% Viaje y Punto – 15% Imacop – 8% Julia Tours – 8% Travel Viajes Group – 8%

Africa & Oceania Mega Travel– 80% JuliáTours – 20%

Source: Trade media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Mega Traveler magazine,, Turitips and Vidalturismo), TO´s Facebook, e-mailing

1.1 North America offer by Tour Operator

USA – 60% • • • • • • • • • • • • • • • • •

Viajes El Corte Inglés – 16% Mega Travel – 12% Euromundo – 12% Mundo Joven – 10% Travel Viajes – 3% Target – 6% PE-TRA Operadora – 5% Regio Operadora – 5% Sevilla Sol – 3% Consolid – 2% GoesGo – 2% JuliáTours – 2% Viajes Legrand – 2% LASEN Travel – 2% Mundo Cruceros – 2% One2Travel – 2% Prisma Operadora – 2%

• • • • • • • • • • • • • •

Canada – 40% • • • • • • • • • • • • •

Travel Shop – 2% Viaje y Punto – 2% Viajes Intermex – 2% Creatur Viajes – 1% GTM Operadora – 1% Imacop – 1% MexJal – 1% Vica – 1% Riviera Operadora – 1% Sierra Madre Operadora – 1% Travel Viajes Group – 1% Turismo Travel – 1% Viajes de Gala – 1% Viajes Palacio - 1%

Mega Travel – 20% PE-TRA Operadora – 11% JuliáTours – 9% TourMundial – 9% Viajes El Corte Inglés – 9% Prisma Operadora – 5% Travel Shop – 5% Viaje y Punto – 4% Viajes Palacio – 4% Creatur – 3% GoesGo– 3% Mundo Joven – 3% Target – 3%

n=122

• • • • • • • • • • •

Viajes Fama – 3% Consolid – 1% Geo Travel – 1% Punta del Este – 1% Riviera Operadora – 1% Travel Viajes Group – 1% Turismo Travel – 1% Viajes de Gala – 1% Viajes Intermex – 1% Viajes Leonarwill – 1% Viajes Premier – 1%

n=80

1.2 % of Room nights offer by region

• • • • • • •

30 %

54%

1-5 nights

1-10 nights

North America – 72% South America – 12% Middle East – 6% Central America & Caribbean – 5% Europe – 4% Asia – 1% Africa & Oceania – 1%

• • • • • • •

Europe – 27% North America – 26% South America – 20% Middle East – 16% Central America & Caribbean – 6% Asia – 4% Africa & Oceania – 1%

11%

5%

1-15 nights • •

Source: Trade media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Mega Traveler magazine,, Turitips and Vidalturismo), TO´s Facebook, e-mailing

Europe – 50% Middle East – 50%

1-20 nights • •

Europe – 62% Middle East – 48%

140

60

40

20

0

Mega Travel Viajes el Corte Ingles Mundo Joven PETRA Julia Tours Punta del Este Garin Mayorista Prisma Operadora Viaje y Punto TourMundial Euromundo Viajes Palacio Travel Shop Travel Viajes Group GoesGo Target Viajes Leonarwill Imacop Viajes Intermex Creatur Regio Operadora Sevilla Sol Nefertari Viajes Fama Turismo Travel Sierra Madre Consolid Mundo Cruceros y Viajes LASEN Travel Le Grand One2Travel Riviera Operadora Viajes de Gala /Ski House Geo Travel GTM Operadora La Casa del Viaje Mex Jal Mundomex Operadora VICA Opesa Oporto Mayorista Pema Tours Viajes Premier

2. Travel Window % Companies promoting seasons

Unspecific 19%

Fall 13%

52 41 36 31 26 25 23 17 16 15 14 12 12 11 11 10 8

Winter 24%

Open redemption date 13% Spring 16%

Summer 7%

8 7 7

Semana Santa 8%

3. # Packages

132

120

100

80

7 6 6 5 4 3 3 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1

Source: Trade media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Mega Traveler magazine,, Turitips and Vidalturismo), TO´s Facebook, e-mailing

4. Product

ffer o h whic round s e i a pan Com ations ing d u l c n in desti d l r o w the s. e cruis

Source: Companies’ web pages

5. Webinars pa

Flo rid a

Qu ebe

c

T am

De Drea sti na m tio ns

Q. R oo

Arizona

jar a

El I Mahabarata

La Casa del Viaje

La In dia

Bogota, Panama, Argentina

Ju li Israe l

do ra

La Ind ia

s

lo Co

da Flori

Argentina, Brazil

bai Du

M ald ive

Al

A -TR

Mega Travel

aT

ou

rs

P er u

PE

ile Ch

La India II

%

c ebe u Q

ico ex M C i ty

l es E és j a i V Ingl e t r Co

75

• Tamaulipas • San Luis Potosí • Zacatecas

h Britis ia mb Colu

tish Bri mbia lu Co

ata abar h a El M II

Travel Shop

USA

rta be l A

3%

• Chihuahua • Coahuila • Nuevo Leon

• Queretaro • State of Mexico

%

Monterrey

Mexico City = 24

• Mexico City • Morelos • Puebla

• Michoacan • Nayarit • Sinaloa

Regio Operadora

Guadalajara = 7

• • • •

22

Quebec

• Quintana Roo • Yucatan

Gu ad ala

Reco Vaca rd t io n

Houston

ve l

• Campeche • Chiapas • Tabasco

eles

Tra

Cancun = 0

Los A ng

s

G eo

• Queretaro • San Luis Potosi

ntina

Geographical Reach • Aguascalientes • Guanajuato

Source: Facebook and e-mailing

Arge

Da lla

Bajio = 0

Monterrey = 1

Ca rta ge na

to o r is ta O p yo r a M

co is l a

Aguascalientes Colima Guanajuato Jalisco

, as m , ha da Ba ana ua Gr ntig A

n Leo

Headquarters/ No. Webinars 32

u P er

.

Nvo J

n io g ity Re C o jio ic a B ex M

be rta

6. Sales Strategies per company VivaAerobus Viajes Le Grand TourMundial Mundo Joven LASEN Travel Creatur Viajes Palacio

Interest Free Installments

VivaAerobus Viajes Le Grand TourMundial Mundo Joven LASEN Travel Creatur Viajes Palacio Viajes Intermex Viajes El Corte Ingles Viaje y Punto Travel Shop Regio Operadora Prisma Operadora PriceTravel Punta del Este GoesGo Euromundo Despegar Contravel Consolid BestDay YaVas Volaris Viajes Leonarwill Grupo Travel Travel Viajes Group Target Operadora Sierra…

Sevilla Sol PE-TRA Nefertari Mex Jal Mega Travel HotelDo Garin Mayorista

Viajes Intermex Viajes El Corte Ingles Viaje y Punto Travel Shop Regio Operadora Prisma Operadora PriceTravel Punta del Este GoesGo Euromundo Despegar Contravel Consolid BestDay YaVas Volaris Viajes Leonarwill Grupo Travel Travel Viajes Group Target Operadora Sierra Madre Sevilla Sol PE-TRA Nefertari Mex Jal Mega Travel

Special rates

Special exchange rate

Discount off

2x1

Payment Facilities

2 passenger with special rate/discountoff Commision/Incentive Commission/Incentive 0

0.5

1

1.5

2

2.5

3

3.5

HotelDo Garin Mayorista

0

0.5

1

1.5

2

2.5

3

3.5

Source: Trade media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Mega Traveler magazine,, Turitips and Vidalturismo), TO´s Facebook, e-mailing

6.1 % Sales Strategies per company Discount off 2%

Interest Free Installments

8%

10%

39%

6%

Payment Facilities Special Rate exchange

1%

2x1

5%

2 passenger with special rate/discount-off Special rates

29%

Commision/Incentive Commission/Incentive Source: Trade media (Abz turístico, Boletín Turístico, EMI . LADEVI, Invertour, Pasillo Turístico, Publitur,Tráfico Magazine, Mega Traveler magazine,, Turitips and Vidalturismo), TO´s Facebook, e-mailing

7. Social Media Tools % of Social Media networks per Company 55% 24% 9% 6% 3% 1%

Source: Facebook and Instagram

iUmira Travel

System Operadora

Viajes Intermex

Record Vacation

LASEN Travel

Punta del Este

Julia Tours

Imacop

Hotel Do

Viajes Premier

Mundomex

Panorama Viajes

Viajes Palacio

Creatur

Aeromexico Vacations

0

PETRA

50,000

Mega Travel

84,600

Dream Destinations

100,000

Ya Vas

0

Travel Viajes Group

150,000 1,541 962

PriceTravel

200,000 1,974

Volaris

250,000 2,301

Despegar

2,000 2,214

BestDay

4,000

Viajes el Corte Ingles

300,000 4,646

Mundo Joven

6,000

Le Grand

12,000

Viva Aerobus

Despegar Volaris Mundo Joven Aeromexico Viva Aerobus PriceTravel BestDay Viajes el Corte Ingles Ya Vas Aeromexico Vacations Travel Viajes Group Mega Travel PETRA Navitur Imacop Creatur Turismo Travel Panorama Viajes Julia Tours Punta del Este Viajes Premier Mex Jal Viajes Marplay Viajes Fama Voiash Mexico Kanko Mundomex Euromundo Carmen Travel Services LASEN Travel iUmira Travel Viajes Intermex Le Grand Naturleon

14,000

Aeromexico

8. Social Media Attractiveness (followers) Thousands

12,361

10,000

8,000

1,652

159 121 105 69 49 47 39 38 33 30 26 25 25 24 24 22 21 19 19 18 18 18 16 12 12 10

450,000

400,000 388,000

350,000

254,000

204,000 178,000 76,700

45,200 24,300 15,200 54,700 3,726 3,891 1,480 2,129 1,905 1,613 3,040 1,347 26,600 20,100 9,323 3,811 3,172 2,467 1,905 1,623 1,516 1,363 1,202

Source: Facebook and Instagram

9. Social Media Tourism Destination Campaigns

Source: Facebook and Instagram

10. Web Traffic (estimated monthly traffic) Tour Operators

250,000 230,851 200,000 150,000 100,000 50,000

30,269

5,172

12,462

4,129

3,206

2,720

2,552 2,394

2,165 1,521

1,403 987

Tr Me av ga el Vi Tra aje ve sG l ro u Tr av p el In Ju n l i a Tu ris Tou m rs o Sie Tra rra vel M ad re P Dr unt Oits a ea de a m De l Es t st in e a Tr tion av el s Eu Sho Re rom p co rd und Va o ca tio Ho n te lD o Im ac op PE TR A

0

2,723

3,965

Source: Keyword Surfer (Chrome Extension)

10.Web Traffic (estimated monthly traffic) Wholesalers 40,000 35,000 33,653 30,000 25,000 20,000 15,000 10,000 5,000

8,116 3,639 1,791

1,611

387

292

289

225

126

99

86

M un

do

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0

1,045

OTAs 5,000,000

4,323,546

4,000,000 3,000,000 1,844,808

2,000,000

706,516

1,000,000 0 Despegar

BestDay

PriceTravel

44,689

6,612

Ya Vas

Viaje y Punto

Source: Keyword Surfer (Chrome Extension)

10.Web Traffic (estimated monthly traffic) Travel Agencies 40,000

37,415

35,000

33,057

30,000 25,000 20,000 15,000 10,000 5,000 327

245

174

33

31

Panorama Viajes

Viajes Intermex

Viajes Premier

La Casa del Viaje

Viajes Leonarwill

0 Viajes el Corte Ingles

Viajes Palacio

GDS 600

529

500 400

364

300 200 98

100 0 Contravel Source: Keyword Surfer (Chrome Extension)

Consolid

Mex Jal

What you must know The restructuring of Aeroméxico advances without obstacles

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Grupo Aeromexico reached an agreement with all of its creditors, which means that there is no opponent to its Restructuring Plan, and therefore there is already legal certainty for the approval of the Plan. The restructuring includes an exit financing of $ 1,482.5 million dollars with the aim of "satisfying the urgent liquidity needs of the Debtors, at a time of uncertainty in the capital markets regarding airlines", according to with the content of the document. Source: NITU (Mexico Trade Media ) / January 30, 2022

Civitatis will affiliate AMAV travel agencies to its platform

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The leading online distribution company for guided tours and excursions, Civitatis, has signed an agreement with the Mexican Association of Travel Agencies (AMAV) for affiliated companies to be added to its program. The alliance will promote the recovery of the tourism industry by allowing travel agencies to offer the Civitatis catalog, which consists of more than 65,000 activities in Spanish around the world at a good price. In addition, receptive tour operators will be able to publicize their products on the platform. According to AMAV, it currently has 1,800 affiliated companies in 32 subsidiaries throughout the country, so the agreement with the technology company will help facilitate the sale of its services. Source NITU (Mexico Trade Media ) / January 31, 2022

2021 was the year of recovery: IATA

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In the past 2021 there was an improvement in demand of 7.4 percentage points compared to 2020, according to the annual report of the International Air Transport Association. However, in general, Revenue Passenger Kilometres decreased by 75.5% compared to 2019. The requirement for this type of service decreased by 28.2% compared to 2019, however, it is important to remember that this period was considered the most productive in the history of the tourism, according to the WTTC. International demand has increased at a rate of four percentage points per month compared to 2019. Without Omicron, it would have improved in December to around 56.5% below 2019 levels.

However, they remained at 58.4%. below 2019 (from -60.5% in November). Source: Invertour (Mexico Trade Media ) / January 30, 2022

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2021 UNWTO World Tourism Barometer The report includes an analysis of the latest data on tourism destinations (inbound tourism) and source markets (outbound tourism). The Barometer also includes a Confidence Index based on the UNWTO Panel of Tourism Experts survey. International tourism experienced a 4% increase in 2021, 15 million more international tourist arrivals (overnight visitors) compared to 2020 (415 million versus 400 million). However, international arrivals were still 72% below the pre-pandemic year of 2019. The uplift in demand was driven by increased traveler confidence amid rapid progress on vaccinations and the easing of entry restrictions in many destinations. International tourism rebounded moderately during the second half of 2021, with international arrivals down 62% in both the third and fourth quarters compared to pre-pandemic levels. According to limited data, international arrivals in December were 65% below 2019 levels. The full impact of the Omicron variant and surge in COVID-19 cases is yet to be seen. Europe and the Americas recorded the strongest results in 2021 compared to 2020

(+19% and +17% respectively), but still both 63% below pre-pandemic levels.

By subregion, the Caribbean saw the best performance (+63% above 2020, though 37% below 2019), with some destinations coming close to, or exceeding pre-pandemic levels. Southern Mediterranean Europe (+57%) and Central America (+54%) also enjoyed a significant rebound but remain 54% and 56% down on 2019 levels respectively. North America (+17%) and Central Eastern Europe (+18%) also climbed above 2020 levels.

While international tourism bounces back, domestic tourism continues to drive recovery of the sector in an increasing number of destinations, particularly those with large domestic markets. According to experts, domestic tourism and travel close to home, as well as open-air activities, nature-based products and rural tourism are among the major travel trends that will continue shaping tourism in 2022. Source: UNWTO World Tourism Barometer / January 27 , 2022

The International Transport Association urged world governments to accelerate the easing of travel restrictions As the covid-19 pandemic is evolving to an endemic stage, IATA calls for removing all barriers to travel, including virus testing and quarantines, allowing unquarantined travel for unvaccinated travelers who provide an influenza test before departure, removing travel bans, and accelerating easing of restrictions in recognition that travelers do not pose a greater risk of spreading the virus than already exists in the general population..

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Source: IATA Press Release No: 6 / January 25, 2022

Younger Travelers Remaining Industry Trend: Bain & Company Although vaccination campaigns have given people of all ages peace of mind to continue traveling, it has been found that the youngest consumers and savers (Generation Y and Z) will remain the most active sector and it is estimated that for 2025 they will represent 50% of all passengers. Based on this, it is being analyzed to implement very specific entertainment areas in airports, such as fitness or yoga classes, gastronomic shops, short courses, areas to listen to music or even a "digital fitting room", to measure clothes online that could later be shipped anywhere in the world. It was also found that the development of technologies to streamline the seamless connection between digital platforms and in-store purchases will be highly valued. This would make it possible to create new experiences and turn airports into destinations in themselves. Source: Bain & Company Brief Airport Retail: Brace for Disruption January

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21, 2022

Interjet's future remains uncertain Despite the statements made by Luis Federico Bertrand, the new director of Interjet, and Carlos del Valle, son of the Chairman of the Board of Directors, who assured that in a few months the airline will fly again from the new Santa Lucía Airport, the future is uncertain because its fleet has been on the ground since December 2020, the multiple debts that the airline has with federal government entities, various creditors and employees, who this month completed a year on strike demanding the payment of back wages. Source: LADEVI (Mexico Trade Media ) / January 30, 2022

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Methodology § 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 7,564 data from 79 companies (tour operators, OTAs, GDS, wholesalers and travel agencies) available in the cloud, gathered into 10 indicators.

The index is built using Principal Component Analysis (PCA) and Parallel Analysis (PA). Each indicator has a specific average weighted based on the interest that our customers (tourism destinations) have in each topic. The data was processed using the statistical program Stata.16 § Mexico’s Performance Competitive Index Comparative: Comparative performance of top 20 companies vs. previous periods. § Packages by Destination, North America Offer by Tour Operator, % of Room Nights Offer by Region, Travel Window & # Packages: Review of 568 international travel packages published in the trade media, e-mailing and social media of the companies. § Product: Compilation of services and packages which each company offer at its webpages and/or social media description’ s profile. (Asia, Central America & Caribbean, Europe, Middle East, Canada, USA, and South America, National, and cruises). § Webinars: Compilation of 32 webinars and virtual tours of international destinations published in e-mailings and social media of tour operators, wholesalers, and airlines. § Sales Strategies: Compilation of 62 of promotions to international destinations and Mexican beaches published in trade media, e-mailing and social media of companies. § Social Media Tools: Analyze and monitoring of the official social media networks (Facebook, Instagram & YouTube) of each company. § Social Media Attractiveness: Compilation and comparative of Facebook & Instagram #followers (more than 1K) of each company. § Social Media Campaigns: Monitoring of social media (Facebook and Instagram) of 77 companies. Organic posts. - international destinations’ inspirational post. Paid posts. - Review Facebook Ads Library to identify who companies are paying advertising. § Website Traffic: Compilation of the estimated monthly traffic results obtained using Keyword Surfer (Chrome Extension).

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