Ad Nova Competitive Intelligence Report No. 6 August 15, 2020

Competitive Intelligence Report Mexico’s Tourism Industry No. 6 / August 15, 2020

Mexico Economic Outlook

2020

MEDIA Variation Forecast JUNE JULY -8.97 -10.02

2021

2.79

2.88

2021

3.55

3.56

2022

2.37

2.27

2022

3.62

3.59

Gross Domestic Product

Annual General Inflation Rate

MEDIA

2020

JUNE 3.31

JULY 3.64

Source: Survey on Expectations July 2020, Bank of Mexico.

Source: Survey on Expectations July 2020, Bank of Mexico.

Gross Domestic Product

General Inflation Rate

August 14, 2020 Target Rate 4.50

Interbank Equilibrium Interest Rate Annual Percent 1 28 91 182 Day Days Days Days 5.12 5.12 5.08 4.86

Source: Bank of Mexico.

2020

MEDIA (closing of the fourth quarter) JUNE JULY 4.44 4.33

2021

4.42

Source: Survey on Expectations July 2020, Bank of Mexico.

2020 2021

22.78

22.68

2022

22.65

22.69

% National Unemployment Rate 2020

JUNE

JULY

6.58

6.35

2021

5.11

5.08

MEDIA SURVEY

Source: Survey on Expectations July 2020, Bank of Mexico.

Source: Survey on Expectations July 2020, Bank of Mexico.

Representative Interest Rate

Exchange Rate (USD)

Laboral Market

Â¥ $ Exchange Rate (CAD)

Exchange Rate (USD)

12/08/2020 $22.34 ppusd

13/08/2020 $22.26 ppusd

14/08/2020 $22.03 ppusd

12/08/2020 $16.85 ppcad

Exchange Rate (EURO)

12/08/2020 $26.31 ppeuro

Source: Bank of Mexico.

4.39

Interbank Funding Rate

MEDIA (peso per dollar) JUNE JULY 22.78 22.69

Exchange Rate USD

Interbank Funding Rate

13/08/2020 $26.36 ppeuro

14/08/2020 $26.01 ppeuro

13/08/2020 14/08/2020 $16.84 ppcad $16.84 ppcad

Exchange Rate (YEN)

12/08/2020 $0.20 ppyen

13/08/2020 $0.20 ppyen

14/08/2020 $0.20 ppyen

Government Updates

01

The Mexican economy contracted 18.9 % annually in the second quarter of the year, its worst decline in history, derived from the COVID-19 pandemic, according to the timely estimate published on July 30 by the National Institute of Statistics. and Geography (Inegi).

02

The Organization for Economic Cooperation and Development (OECD), estimated that Mexico will occupy the 5th position in relation to the contraction of the Gross Domestic Product (GDP), with -8.8%. The first four positions are placed in Argentina (-11.1%); Spain (-10.8%); Italy (-10.6%) and France (-10.2%).

03

The money wiring by immigrant workers to their families in Mexico during June 2020 reached $ 3,556 million dollars, which meant an increase of 5.25% compared to last May when they reached 3,379 million dollars, reported the Bank of Mexico.

COVID-19 Confirmed cases 511,369 AUGUST 14, 2020 Active

30,366

Suspicious

85,509

Recovered

345,653

Deaths

55,908

Death Incidence Rate

10.93%

04

President Andrés Manuel López Obrador assured that, whatever happens in the economic crisis generated by the Covid-19 pandemic, the price of fuel will not increase. Currently, prices have been recovering due to the increase in the price of the mixture of crude that is sold abroad, which oscillates around 40 dollars per barrel.

05

The Minister of Public Education, reported that the return to classes for the 2020-2021 school year in Mexico will be on August 24 in the face of the SARS-CoV-2 pandemic. The classes will be at a distance as there are no sanitary conditions to do it in person.

06

AstraZeneca signed an agreement with the Carlos Slim Foundation, a Mexican non-profit organization, to contribute to the production in Argentina and Mexico and distribution without economic benefit in Latin America, of the potential COVID-19 vaccine, AZD1222, during the pandemic. This agreement will initially provide 150 million doses in the region, excluding Brazil. Shipments are expected to begin in the first half of 2021, should clinical trials be successful.

07

According to data from the National Institute of Statistics and Geography (INEGI) as a consequence of the current pandemic as of June 2020, Mexico has lost compared to the first half of 2019: • 4.8 billion dollars for international visitors • 10 million international tourists • 4.3 million border tourists • 4.4 million tourists by air • 1.8 thousand passengers on cruise ships

08

The Federal Ministry of Tourism (SECTUR) lost control of the tourist promotion site visitmexico.com, on July 24 the page was disabled due to an alleged hack; however, the portal's home page stated that it was due to a suspension "for non-payment." Ø The firm Braintivity, Sectur's concessionaire for the administration, operation, promotion and exploitation of the portal, its microsites and social networks, accused the company Tecnocen.com, which was its IT provider, of having the domain hijacked, and filed a complaint before the Attorney General's Office (FGR) for alleged extortion. Ø Tecnocen company took control of the promotion engine and took it out of line to pressure Braintivity for payment for services. The hijacking of the page by the Tecnocen company, also ridiculing our 'window to the world' with grotesque translations, makes evident the lack of control that exists over the intellectual assets controlled by the Federation. Ø On August 5, the site displayed content with mistranslations of state names such as Warrior and Noble (Guerrero and Hidalgo), which sparked mockery on social media. Ø SECTUR, through a press release, apologized to users and the general public for the damage caused and indicated that it reported the incident to the competent authorities in order to "guarantee intellectual property rights." Ø The owner of the Tecnocen.com company, Sergio Loredo, denied having hacked VisitMexico and reported Miguel Torruco, Minister of Tourism of Mexico to the SFP for holding him responsible. Ø SECTUR reported that next August 20, the digital platform VisitMexico.com will be relaunched, as part of the digitization strategy and with a view to reactivating tourism. The site will have a search engine and will have 1,500 pages of content in Spanish and English.

Source: Main National Newspapers (El Economista, El Financiero, Excélsior, Milenio, Reforma, Universal)

Travel Industry Updates Ezequiel Rubin, Country Manager of the OTA despegar.com, pointed out that, the gradual reopening that the tourism industry will have, there are certain short and medium-term trends in the Mexican sector, according to a recent study we carried out among its clients, being one of the main ones that 65% of travelers will make their first post-pandemic trip to national destinations. According to the executive, this is in line with the expectations of the government, since the Ministry of Tourism (SECTUR) has mentioned that tourism in Mexico will recover with national trips. Source: El Financiero (Newspaper).

To broaden its horizons and reach a global market, PriceTravel Holding developed its new business unit, PriceTravel Connect, which offers a robust technological platform aimed primarily at wholesale operators. PriceTravel Connect is the result of months of human capital work and a large investment to strengthen the B2B channel, which will complement the TravelInn brand focused on the retail channel. This new technological development seeks to add the tour operators that handle high volumes of sales to the main destinations where PriceTravel Holding has a product, through a complete platform with high response speed and that can be scaled up. Source: NITU (Trade Media).

Miguel Torruco, Minister of Tourism, estimated that the sector will recover until 2023, when it reaches the same levels as at the end of 2019, prior to the coronavirus pandemic, where there was a displacement of 45.2 million inpatient tourists and a spill of 24 thousand 600 million dollars. In that sense, and in order to reactivate the sector, the Minister announced that throughout the 2020-2021 School Calendar, there will be 5 days off and 3 long weekends. He also estimated that according to the different levels of health alert, the occupancy levels can range from 29.13% in the yellow level to 42.09 in the green level, which is estimated to allow the total arrival of 5 million 409 thousand tourists to hotels with a economic spill of $ 11,853 million pesos about $ 545,000,000 million dollars.. Source: NITU (Trade Media).

According to Expedia Group, Mexico travel searches on their sites revealed that national beach destinations will be the first to show an early recovery in the coming months. Not only Mexican travelers dream of traveling, international travelers also seek sunny destinations in the country. Of the total searches for national destinations, about 20% were made by Mexicans, while more than 60% were made by Americans, followed by Canadians, accounting for almost 10% of the searches. On the other hand, the OTA data reveals that travelers will want to experience nature and freedom on the fine sand of Cancun's beaches (35%), enjoy the turquoise waters of the Riviera Maya (25%) and relax among the desert landscapes and impressive seas of Los Cabos (10%).Source: Pasillo Turístico (Trade Media).

The United States embassy in Mexico informs that Mexicans can enter its territory for whatever reason and at any time by air, since the restriction measure was only implemented for land border crossings from Canada and Mexico that are not 'essential travel'. However, it must be remembered that access to the USA is not guaranteed, it all depends on what the migration official says when arriving in that country. Source: Invertour (Trade Media).

Airlines Update Aeroméxico, Volaris & Viva Aerobus The economic reactivation and the tourism sector already gave its first steps and results in the passenger traffic of the national airlines, although still gradually.

In July, Aeroméxico, Volaris and Viva Aerobus had strong increases in travelers compared to the previous month, although still well below the levels they showed in July 2019. However, for airlines, this reactivation already represents a turn in the curve that for four months was downward, due to the covid-19 pandemic. Source: NITU (Trade Media).

Volaris The airline announced the new connections to Dallas, Houston and San Antonio from Guadalajara for August, with which it will be operating 128 flights to Texas through 4 routes, from Guadalajara to Houston, Dallas and San Antonio and from Mexico City to San Antonio.

Source: Pasillo Turistico (Trade Media).

Viva Aerobus VivaAerobus reported operation and financial results from Q2, 2020, which reflected the effects of the COVID-19 pandemic. The airline decreased in number of passengers in 83.6% compared to the Q2 of 2019, having registered more than 491 thousand passengers.

The income for the quarter were $ 478 million pesos (nearly $ 22,000 million dollars) a reduction of 83.9% compared to the same period of the previous year.

In order to adapt the operation to passenger demand, it adjusted its flights offers and has carried out a progressive resumption of routes, moving from just over 40 routes available in May to 90 by July.

Source: Aerolatinnews (News Site).

Aeromexico The airline informed that for the third consecutive month it will continue to increase routes and frequencies, with 1,200 flights in August, almost 20% compared to July. For international flights, it will reactivate destinations from Mexico City to the United States in destinations such as: Las Vegas, Denver and San Francisco and will increase frequencies to Miami. In all its operations, they will maintain its Health and Hygiene Management System to guarantees the highest safety standards for clients and collaborators.

Source: Pasillo Turistico (Trade Media).

Interjet & Aeromar Interjet and Aeromar signed a commercial alliance through which both companies will market their routes jointly. With this alliance, business and leisure passengers will be able to connect to the destinations of both companies, to expand the air offer and provide a better service. Starting on August 5, Interjet participates in the sale of 5 national routes of Aeromar and this in turn in 6 of Interjet. Source: LADEVI (Trade Media).

Aeromar Starting in October 5, the airline will be flying to Laredo, its second international destination in Texas State, after McAllen. This flight will operate three times a week and will approach one of the most important border crossings between the two countries. With this Aeromar will strengthen relations and improve the economy of this cities. Source: Pasillo Turistico (Trade Media).

CBX Jorge Goytortua, general director of the Cross Border Xpress (CBX) that connects the Tijuana airport with the USA, pointed out that during the contingency months due to the Covid 19 pandemic, the crossing of the binational bridge was not closed; It was open with some restrictions, however since July 5, it is operating northbound, 24 hours a day, 7 days a week, aligning itself with the new airline itineraries, to continue offering passengers in Tijuana all the benefits through a contactless experience, a “touchless” experience. Source: Pasillo Turistico (Trade Media).

T2 Mexico City Airport Mexico´s President, López Obrador, inaugurated the extension of Terminal 2 of the Mexico City International Airport (AICM), a structure that adds seven new positions for the arrival and departure of aircraft with a capacity of between 100 and 150 seats. The new facility has 8,760 square meters over four floors and is expected to serve around 4.2 million passengers annually, or 1,200 to 1,300 passengers per hour. Source: Aerolatinnews (News Site).

International Flights and Frequencies Status

(July 16 – August 15)

100%

0

0

90% 80%

8

13

3

70%

New Frequencies

60%

0

New Flights

50%

2

1

0 Aeromar

Air Canada

Suspended

40% 2

30%

10

16

20% 10%

Th u, Su n

Wed, Sa t

Volaris

Mexico Cit y

s Los Angele

Ba jio

n, W

Tue, Fri

Mo

Miami

Da lla s

Sat , Su n

Da ily

N/ A

Oakland

Wed, Sat

Mon, Wed, Fri, Sun

Los Angele s

Daily Las Ve gas Mon, Thu, S Den at v er Los Tue , Th Ang u, Su ele n s San T u e Jos , Th Sa e u, S cra at me We nt d ne o sda y Tu es da y

ri ,F on M ay sd ne ed W nd Sat kla d, Oa go We ica un s Ch i, S ele , Fr ng Thu sA Lo o day cag Mon Chi cas les ate nge os A Sat Zac L Mon, go ntes Chica scalie Agua Saturday Josse e SSaann jo

A N/

Chicago

Ch ica go ed , De Sun Fri, S nv at, er San Wed Fra nci , Fri sco M exi V anco Wed, co uver Thu, F Cit ri, y Sun Paris

Ae

e rom

o xic

Morelia Durango

co rancis ara San F alaj d A a / N Gu no Fres o 7 ent ug 1 A m t a r r y Sta Sac Cit 7 e 1 ak Aug tL l t a r n S Sta sti u A A N/

s ht lig f y ail d e l t 3 at s e aily Se l D e ng d, sA We un o , n L o Mo Sat, S sn , Fre Thu s la Dal Daily er Denv Daily o g a Chic San Antonio

Mon, Wed, Thu, Fri, Sat, Sun

N/A

, hu ,T n e u Su , T t, o n i , Sa M Fr

Gu ad ala jar a

Ho Mo us n, to Th H n u, ou Sun sto n Ne N/A wY ork Me Det xic roit N/A oC ity Detr Baj oit io N/A Que reta Detroit ro N/A New York Monterrey Las Vegas N/A

Orlan do Mia mi

Phoenix

y Air Canada Vancouver Mexico Cit N/A ar Aerom o City Laredo Mexic ed s Mon, W y bu len ro er r e ont McAl Ae M ra va , Fri Vi laja as Mon a Dall ad Gu y on n rre , Su ust te Ho Thu on go M ica io Ch N/A on nt t Sa nA u, Sa Th e, ri Tu ,F hu

,T on M

Da ily

Mon, Fri

0 Volaris

Viva Aerobus

Reno

Aeromexico

San Thu Jos rsda Sa e y nA nto Da La nio ily sV eg Th as u, M Su on n ,T h Su u, n Fri ,

0%

Fri, S un

1

Source: Direct contact with Airlines

Performance Competitive Index

Mexico’s Tourism Industry: Airlines, TO, Wholesalers, GDS, OTAS

1

1

Weighted Performance Indicators

2

Packages – 15%

Social Media Campaigns – 15%

3

Distribution Channel – 10%

4

Product– 10%

5

Sales Strategies – 10%

6

SEO– 10%

7 8 9 10

7.7

7.4

2

3

6.0

4

5

5.4

7.0

5.5

6

Media 10% # Social Posts in SocialCampaign– Media – 10%

7

5.0

Travel Window – 10%

Social Media Tools – 5%

4.6

8

9

Webinars – 5%

4.1

10

4.3

11

3.9

12

13

3.6

3.3

18

19

3.0

3.5

16

17

3.2

3.8

14

15

3.4

4.0

3.1

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 Bi-Weekly Comparative Index Mega Travel

Viajes El Corte Inglés

Mundo Joven

Aeromexico

Travel Viajes Group

Travel Shop

Volaris

Viaje y Punto

La Tienda del Viaje

Sierra Madre 0.0

1.0

2.0

3.0 June 15- 30

June 16-30

July 1-15

4.0 July 1-15

5.0

6.0

7.0

8.0

9.0

July 16-August 15

July 16-August 15

1.Mega Travel 2.Viajes El Corte Inglés

1.Viajes El Corte Inglés 2.Mega Travel / Mundo Joven

1.Mega Travel 2.Viajes El Corte Inglés

3.Viaje y Punto 4.Mundo Joven 5.Aeromexico 6.PETRA Operadora

3.PETRA Operadora 4.Travel Shop 5.Aeromexico 6.Viaje y Punto

3.Mundo Joven 4.Aeromexico 5.Travel Viajes Group 6.Travel Shop

7.Prego Viajes 8.Travel Point 9.Despegar

7.Travel Point 8.Sierra Madre 9.Garin Mayorista

7.Viaje y Punto / Volaris 8.La Tienda del Viaje 9.Sierra Madre

10.Travel Shop

10.Prego Viajes

10.Contravel

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

Region Offer by Tour Operator 2

1

• • • • • • • • • • • • •

North America

7 • • • • • • • • •

Caribe and Central America Mega Travel – 25% Target – 20% Record Vacations – 15% adonde/Kinich Coyol – 10% Viñales Tours – 10% LASEN Travel – 5% Riviera Operadora – 5% Travel Shop – 5% Viajes El Corte Inglés – 5%

PE-TRA– 23% Mega Travel– 19% Garin Mayoristas – 14% Sierra Madre – 12% Mundo Joven – 9% Pema Tours – 7% Abiega Operadora – 2% LASEN Travel – 2% Nefertari – 2% Opesa – 2% Operadora 365 – 2% Viaje y Punto – 2% Viajes El Corte Inglés – 2%

3 • • • • •

48%

Asia Mega Travel– 50% Abiega Operadora– 26% Garin Mayoristas – 8% Mundo Joven – 8% Viva Tours – 8%

4%

14% +

4 • • •

6%

14%

Oceania Juliá Tours – 40% Viajes El Corte Inglés – 40% iUmira – 20%

2%

Viajes El Corte Inglés – 26% Mega Travel – 12% Mundo Joven – 9% Target – 7% Euromundo – 6% Sierra Madre – 5% Despegar – 3% Consolid – 2% Imacop – 2% Punta del Este Operadora – 2% Record Vacations – 2% Travel Shop – 2% Viajes Intermex - 2% Ya Vas – 2% Abiega Operadora – 1% adonde/Kinich Coyol – 1% Contravel – 1% Creatur – 1% GoesGo – 1% Julia Tours – 1% Le Grand – 1% LASEN Travel – 1% Marplay – 1% PETRA – 1% Prisma Operadora – 1% Regio Operadora – 1% Sevilla Sol – 1% Travel Point – 1% Turismo Travel – 1% Viaje y Punto – 1% Viajes Fama – 1% Viñales Tours – 1%

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Europe

12%

SAMPLE: 314 packages

6 • • • • • • • • • • • • • • • • • • • • • •

South America Turismo Travel– 12% Abiega Operadora – 10% Mega Travel – 7% Mundo Joven – 7% Operadora VICA – 7% adonde/Kinich Coyol – 5% Carmen Travel Service – 5% Julia Tours – 5% Panorama – 5% PET-RA – 5% Viaje y Punto – 5% Consolid – 2% Creatur – 2% GoesGo – 2% iUmira – 2% Marplay – 2% Nefertari – 2% Target – 2% Travel Shop – 2% Travel Viajes Group – 2% Viajes El Corte Inglés – 2% Viajes Premier – 2%

5 • • • • • • • • • • • • • •

Middle East Mega Travel – 19% Nefertari – 19% Travel Shop – 12% JuliáTours – 9% Travel Viajes Group – 9% Abiega Operadora – 7% Carmen Travel Service – 5% Mundo Joven – 5% PET-RA – 5% Consolid – 2% GoesGo – 2% Punta del Este Operadora – 2% Viaje y Punto – 2% Viajes El Corte Inglés – 2%

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

North America Offer by Tour Operator

Canada – 11% • • • • • • • • • • • •

National – 66%

USA – 23% • • • • • • • •

Viajes El Corte Inglés – 23% Mega Travel – 17% Abiega Operadora – 6% adonde / Kinich Coyol – 6% LASEN – 6% Marplay – 6% Mundo Joven – 6% PE-TRA – 6% Record Vacations – 6% Turismo Travel – 6% Viaje y Punto – 6% Viajes Fama - 6%

• • • • •

Viajes El Corte Inglés – 32% Mega Travel – 26% Target – 21% Mundo Joven – 6% Record Vacations – 6% adonde / Kinich Coyol – 3% GoesGo – 3% Viaje y Punto – 3%

• • • • • • •

n=8

Viajes El Corte Inglés – 26% Mundo Joven – 10% Euromundo – 9% Mega Travel – 8% Sierra Madre Operadora – 7% Despegar – 4% Target – 4% Consolid – 3% Imacop – 3% Punta del Este – 3% Travel Shop – 3% Viajes Intermex – 3%

n=12

• • • • • • • • • • •

YaVas – 3% Le Grand – 2% Prisma Operadora – 2% Viñales Tours – 2% Contravel – 1% Creatur – 1% GoesGo – 1% JuliáTours – 1% Regio Operadora – 1% Sevilla Sol – 1% Travel Point – 1%

n=23

Room Nights Average

By Season

53 packages Winter 6.1

2020 47 packages Fall 7

15 packages Summer 14 packages 3.6

16% 15% 5%

SummerWinter

4

4%

17 packages 9 packages Spring Other 8.5 seasons 11

5%

3%

84 packages

8 packages Fall7 packages Winter Summer9 Fall 4

N/A

26%

6.1 53 packages Open redemption date 6.3

3% 2% 2021

11 packages Winter – Spring 8 2 packages Fall – Spring 7

16% 4%

1%

*Room Nights average

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

% of Room Nights Offer by Region

• • • • • • •

50 %

36%

1-5 nights

1-10 nights

National – 62% North America – 20% Central America & Caribe – 8% South America – 5% Middle East – 3% Europe – 1% Oceania – 1%

• • • • • • • •

9%

3%

1-15 nights

South America – 27% Europe – 18% Middle East – 18% North America – 17% Asia – 8% Central America & Caribe – 6% Oceania – 4% National – 2%

1-20 nights

Europe – 48% Middle East – 41% Asia – 11%

• • •

Europe – 67% Middle East – 33%

• •

+20 nights 1% (Europe and Middle East) N/A 2% (Middle East and Nort America)

• •

nds

hi ab

Es yp to t nia /Li tu an ia

PE-

el

l Do

TR A

Regio

Lo

Eg

re,

Ab

uD

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s Av

e

/ Ne t herla

Ci u d

Paris

La p o n

ia

seum Prado Mu

uv

Mega Trav

Hote

Gu a

jara

ntin

a

China

o Pu n t

Jamaica

Bahamas Costa Rica

Bahamas

Ecuador

Europe

ar De s p e g vel Sidney a Tra M eg n o ve do J a r n a g u M Ni a ra ter ers c a vi u b li d p N e Lea p an R el in ic v o m a o D Sh Tr a el v m rida a o l F Fa Tr s e aj ce Vi ee Gr pe ro s Eu re Ai s o en Bu

Trave

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ns tio

na

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India

Peru

e2

pe

Euro p

/ La p o n

Euro

Jor d

an

da na Ca

th A

d

b ia

b ia

da

n

ce

fri

ca

Euro

Oitsa

mu n

Jul i

W

ila n

e

ee Gr

da

ersal

a y/ La

Ca n a d a

So u

na

lom

om

o

p ro

ey

Eu

iaje

na

Jo rd a

y rke Tu ns l ka Ba o ca s Ca u ast n Co atia Dalm ponia

Ca

Ca

el V

Di sn

do

ou

m

rs

De

sti

ieg

Co l

ad

alt

Un i v Th a

Ca s

W

Orland

ns

ty

Ab

Morocco

ia

• Tamaulipas • San Luis • Zacatecas

y Viaje

Myanmar/Singapur

• Chihuahua • Coahuila • Nuevo León

• Queretaro • State of Mexico

en

Norw

• Mexico City • Morelos • Puebla

r tle his W n/ ko Yu s ka Al a

La

• Michoacan • Nayarit • Sinaloa

or

Arge

Op e s a

Aguascalientes Colima Guanajuato Jalisco

• Quintana Roo • Yucatan

ad

3%

% 73

• Campeche • Chiapas • Tabasco

• Queretaro • San Luis Potosi

orista

or ld

• Aguascalientes • Guanajuato

d a la

16%

Dr ea

Geographical Reach

Oporto May

u Ec

Monterrey

jio

un Canc 4%

Ba

Q. R oo

Florida

Europe

rsal

Monterrey – 2

s

Mexico City – 53

ic

Guadalajara – 12

lari

4%

ma

a la

Asp

Quito

Brazil

• • • •

publ

Cancun – 3

Vo

Bajio - 3

el

Ja l or a3 65

Gu

em at

n

ex

v ra

e/Jam aica

ora

M

leo tur

Pa n

er ad

aT

a

ia

n Re

Na

Op

Pa n a m a

Headquarters/ No. Webinars 73

a

Euro p

a

eg

In d

l i vi

ka

M

Bo

ssi

e

co lis a J

Ru

ndo

va d

s ka

ba

y Ci t

as

p ro

M

ico ex

Al

US A

i n i ca

Orla

Ne Al a Cu

Eu

León Nvo.

jio Ba

g Re

ion

Unive

Do m

Tour Operators Webinars by Region

Morocco

Source: Trade Media (Abz Turístico, Boletín Turístico, EMI . LADEVI, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing

Source: Facebook and e-mailing

Sales Strategies Viaje y Punto Travel Shop

Interest Free Installments

Mega Travel

Non-cost changes/Cancellation

Viva Aerobus

Special rates

Prisma Operadora

Special exchange rate

Marplay Changes and cancellations facilities

JuliaTours GoesGo

Discount off

Creatur

2x1

Aeromexico

Payment Facilities

VivaTours Free nights

Viajes El Corte Inglés

2 passenger with special rate/discount-off

Travel Impressions Sevilla Sol

Free kids

Panorama

Others

Interjet Despegar 0

1

2

3

4

5

6

Source: Trade Media (Abz Turístico, Boletín Turístico, EMI . LADEVI, Pasillo Turístico, Publitur,Tráfico Magazine, Turitips and Vidalturismo), TO´s Facebook, e-mailing

Social Media Campaigns

Paid

Organic

Source: Facebook and Instagram

Sample: 284 posts

5%

13%

7%

13%

% POSTS BY REGION

3% 3%

5% 35%

5 5 5 3 3 3 3 3

Operadora 365 Target Turismo Travel/Grupo Travel Viajes Fama

Travel Shop

1 1 1 1

Sierra Madre

Oporto Mayorista

1 Pema Tours

2 Panorama

2 Dreams Destinations

2 Abiega Operadora

2 La Tienda del Viaje

2 Julia Tours

iUmira Travel

3

Navitierra/Navitur

0 3

Mundomex

4

Contravel

PE-TRA

5

Volaris

6

Viajes Marplay

7

Almundo

7

LASEN Travel

Record Vacations

7

Mundo Cruceros y Viajes

8

Creatur

8

GoEsGo

9

Consolid

9

Prego

9

Mega Travel

10

GTM Operadora

13 13 13

Aeromexico

Voiash

15

Viaje y Punto

15

Imacop

20

Travel Viajes Group

20

Travel Point

27

Mundo Joven

30

Viajes El Corte InglĂŠs

Garin Mayorista

In Kind Trade Social Media Destination Campaigns # Posts by Company

26

25 19

12

Europe

USA

Asia

South America

Central America & Caribe

Canada

Middle East

Multi Region

Antarctica, Africa & Oceania

16%

Source: Facebook and Instagram

Mexico´s Media Overview Trade Media Content Trade Media is now more focused in sharing information about tourism´s economic reactivation after the reopening of different destinations, hotels and tourism services.

Tourism Economic Situation

23%

Airlines (Economic situation, routes and restart of operations)

General Tourism Information

18%

Tourism Health Measures Destinations

16%

(Attractions)

13%

12%

Hotels

6%

Cruises

Webinars Reopenings

4% 4%

4%

Sample: 520 hits Source: Trade Media (Abz Turístico, Altavoz Turismo, Conexión Turística, Invertour, LADEVI, Pasillo Turístico, Publitur, NITU, Réport México, Reportur, Tráfico Magazine, Travel News, Travel Report, Travel Times, Turitips, Turistampa, US Traveler, Viajando Travel, Vidalturismo).

Consumer Media Update

Tourism Supplements Influencers New Tourism Podcasts

Reforma – De Viaje : It has become a monthly digital magazine.

El Universal – Destinos: It restarted to print on Sundays since July 26th.

El Financiero – Viajes: It is still a digital edition.

Alex Tienda: He is a well known travel vlogger and has decided to create his own management agency to support and guide new content creators.

Turismo Sostenible

Tendencias Turismo

El Souvenir

Turismo y Cultura

Clase Turista

Periódico Viaje

Trooper Radio

Source: Direct contact with Media and Influemcers

www.adnova.com.mx

@AdnovaComunicacion

@adnovacomunicacion

Adnova Comunicacion Estrategica