Visit California Mexico - California Tourism Industry Site

Visit California Mexico - California Tourism Industry Site

Visit California Mexico
Monthly Activity Report
November 2013
1
TABLE OF CONTENTS
1. General Market Overview…………………………………………………………….…Page 3
2. Travel Industry and Key Events…………………………………..…………………..Page 5
3. Ongoing Activity……………………….…………………….……………………………….Page 8
4. Guadalajara Activities……………………………………………………………………Page 12
5. Public Relations…………………………………………………………………………….Page 13
2
GENERAL MARKET OVERVIEW
Mexican Economy
Unemployment Rate:
Consumer Price Index:
GDP Growth:
5.01% November 20131
.9% November 2013 Monthly Variation2
(3.3% annual cumulative)
Forecast 2013 annual between 0.9 and 1.4 percent3
Source: 1 http://www.tradingeconomics.com/mexico/unemployment-rate
2 http://countryeconomy.com/countries-cpi/mexico
3INEGI/Banco de Mexico
Current Exchange Rate
1 USD = 13.06 Mexican Pesos (Average rate for November)
Market News
Aeromexico Increases Connectivity From NYC to Pacific Mexico
http://www.travelagentcentral.com/flights/aeromexico-increases-connectivity-nyc-pacific-mexico-43663
November 26, 2013
Aeromexico will provide new seasonal services from
New York City to Los Cabos and Puerto Vallarta as of
January 2014. The carrier also plans to add new
frequencies to its New York - Cancun service.
Aeromexico will offer 42 weekly flights from New
York, increasing its connectivity options to Mexican
destinations.
As of January 16th and 18th, 2014, Aeromexico will operate flights from NYC to
Puerto Vallarta and Los Cabos, respectively.
The New York to Puerto Vallarta flight will leave at 7:30 am, arriving at 12:43 pm on
Thursdays and Sundays. It will leave Puerto Vallarta at 4:10 pm and arrive at 10 pm in
New York on Thursdays and Sundays.
The New York to Los Cabos flight will leave at 7:30 am and arrive at 12:10 pm on
Saturdays. It will leave Los Cabos at 2:55 pm and arrive at 10:00 pm on Saturdays.
3
Mexico: partner country of ITB Berlin 2014
http://www.4hoteliers.com/news/story/12003
November 30, 2013
At ITB Berlin 2014 the focus will be on Mexico, which was selected by the
management of Messe Berlin as the next partner country of the world’s leading travel
trade show.
“Mexico is a country that is always full of surprises. We are confident that in its role as
the partner country of ITB Mexico will provide a successful display of its quality
tourism products to the international market and that it will be the focus of attention“,
said Dr. Christian Goeke, CEO of Messe Berlin.
Dr. Goeke noted that Mexico’s tourism sector continued to expand. “No other country
combines traditional elements with the advantages of a modern travel destination in
the same way as Mexico. International tourists benefit from its continuous investment
in the hotel trade and infrastructure“, he added.
Mexico’s tourism minister Claudia Ruiz Massieu: “The decision to choose Mexico as
the official partner country of ITB Berlin 2014 sends out a clear message and
underlines the country’s importance as a travel destination and the awareness that
Mexico and its destinations have in this important market.”
As the partner country of ITB Berlin 2014 Mexico will organise the opening ceremony
on the eve of ITB Berlin (4 March 2014) in the International Congress Center (ICC
Berlin). During the show the Mexican Ministry of Tourism and the Mexican Tourism
Board will host numerous other events.
4
TRAVEL INDUSTRY AND KEY EVENTS
AFEET California Training Lunch
On November 26, the Visit California team had the pleasure of joining
forces with AFEET (the Mexican Female Tourist Executive Association)
to offer an exclusive training session for their members combined with a
lunch. This exciting event brought together some of the top travel agents to
learn about California.
Objectives:
Communicate the benefits of the program
Engage and motivate travel agents to finish the certification
Reach 90 travel agents that haven’t been trained before
Work with travel agents to increase sales to California
The Visit California team is happy to report that 101 travel agents attended the lunch
and training, exceeding our goal of 90 participants by more than 12%.
ATTENDEE
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Graciela Abud
Araceli Ahuja
Ana Marìa Albert
Amèrica Anaya
Isabel Parada
Otilia Baca
Vivian Bardavid
Laura Elena Barrera
Cecilia Beltrame
Ma. Eugenia Bravo
Madeleine Bremond
Rosa Martha Brown
Rosa Marìa Cabrera
Guadalupe Camacho
Angelina Cavazos
Lucero Cerecedo
Rosalinda Correu
Ma. Eugenia Denigris
Isabel Gòmez
Judith Guerra
Noemì Hernàndez
5
TRAVEL AGENCY
Tour & Travel Acurlines
Valle Viajes y Marathones
America Operadora
Amèrica`s Tours
Corporate Travel Services
Viajes Alpandeire
Manhattan Group
Blitz Mercurio
American Express
Viajes Coaplaza
Orion Tours
Planeaciòn Turìstica
Interclub
Guadalupe Travel
Cavazos Internacional
Orion Tours
Sudamericana de Turismo
ConTravel
Til Servicios Turìsticos
Consolid
Interamericana
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
Marìa Elena Jean
Luz Marìa Larrondo
Teresa Leal
Luz de Marìa Leòn
Gloria Lòpez de Cardenas
Marìa Luisa Luengas
Sonia Maìz
Yolanda Montes
Graciela Moreno
Rocìo Mucharraz
Edith Noriega
Elvira Nùñez
Maricela Pèrez
Alma Rebscher Bahnsen
Rosalinda Resèndiz
Larissa Riquelme
Lourdes Robleda
Verònica Ruiz
Richa Rubinstein
Adela Sabalette
Sofìa Sabido
Arleth Sevilla
Doris Stempa
Alicia Teràn
Haydee Terrazas
Lucìa Torres
Rita Torres
Marìa Andrea Valero
Marìa deel Rosario valera
Emirè Vargas
Marìa Villa
Isabel Von Barhalis
Murielle Zarazua
Arlina Zurita
Angie Ross Lujàn
Evangelina Alvarez
Angèlica Càrdenas
Rocìo Castillo
Luz Alicia Covarrubias
Olga Lilia Damiàn
6
Turismo Intervìa
Receptur
RTH Servicios de Viajes
Tk Tours
El mundo es Tuyo
Viamar Operadora
Mexatours
Turismo Roldàn
Ciao Viajes
Viajes Integrales
As Tours
Active International
Ofertas Turìsticas
RB Group
Alfa Tour Agencia
Extensiòn Turìstica
Turismo Sibarita
Latinholdings
Viajes Excelsior
Aadele Turismo
Julia Tours
Opesa
Viajes Nossana
Giras Turìsticas y Empresariales
Haydeex Tours
Cosmoeducaciòn
Operadora Intercontinental Turìstica
Valero Viajes Internacionales
Tip`s Travel
Viajes Temixco
Hivisa Viajes
Mundo Jove
Opesa
Turismo Sibarita
Acuario Tours
Viajes Panorama
Laguna Travel
Agencia de Viajes Sarahi
Viñales Tours
Operadora 365
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
Arcelia de la Mora
Edna Rosa de Quesada
Aidee Espinoza
Blanca Figueroa
Elvira Gonzàlez
Paulina Gutièrrez
Martha Felgueres
Liliana Samano
Esther Herrera
Barbara Karim
Umi Hashimoto
Claudia Baquero
Carmen Junco Vallejo
Berenice Lozano
Yolanda Gonzalez Saldaña
Ma. de Carmen Gómez
Alejandra Romero
Guadalupe Barcenas
Mayte Sahagun
Victorìa Majul
Ana Braverman
Guadalupe Rochin
Vita Vega
Ma. de Carmen Gómez
Nora Harari
Alicia Valles
Lilia Morales
Alejandra Antúnez
Connie Bautista
Ma. Concepción Castañeda Zepeda
Elsa Mercedes M de Barrera
Elsa Castro
Edith S. Zamora Alvarez
Cecilia Verdugo De Galvan
Aida Chavez
Elizabeth Cruz
Estela Houston
Norma Osuna
Lorenza Montoya
Ingrid Gonzalez
7
Viajes Leonarwill
Edenia Fcqs Agencia de Viajes
Viajes Corre Camino
Turismo Vencer
Viajes Tulipàn
Viajes Gret
Grupo Felgueress
Profetur
Viajes Palacio
Intermex
El Corte Inglès
Euromundo
Incentivos y Convenciones
La Casa del Viaje
Le Blanc Tours
MH Internacional
OITSA
OTTO Viajes
Viajes Alimay
CREATUR
Viajes Holam
Viajes Polanco
Viallo
MGC Servicios Turísticos
Academy Travel
AG Tours Internacional
Amparo Servicios Turísticos
Bargain Tours
BCD Travel
Casiopea Turística
D BARRERA Tours
Dream Destinations Mèxico
Grupo Tours and Travel
Viajes Olin / Olin Operadora
Viviana Viajes
Vesta Continental
Ferrara Viajes
Viajes y Excursiones
Lozano Viajes
Miles Viajes
ONGOING ACTIVITY
Aeromexico Trade FAM Trip
The Visit California team is finalizing the details for
the upcoming Aeromexico FAM travel trade trip. On
the trip will be a selection of leading tour operators to focused on increasing their
destination knowldege to increase sales to California. The trip, scheduled for
December 11-15, will be focused on the Northern Region with visits to San Francisco,
Sacramento, Lake Tahoe, and Sonoma as follows:
Scheduled to attend are representatives from:
Aeroméxico
La Casa del Viaje
Consolid
Megatravel
Ofertur
Viajes Palacio
Co-op Program
The Visit California team receivied authorization to launch the Co-op program January
14, 2014 to promote travel to California for the upcoming Easter and Summer travel
seasons. Participating in this exciting joint initiative are leading travel brands
American Express Vacations, Best Day, and Andante. The team is finalizing the
program’s details, schedules, and creative for the launch date.
California Restaurant Month
The program will be re-scheduled for March in order to be more consistent in market
and leverage additional marketing actions that will take place at the same tine.
Website Traffic Report
Visit California Website Traffic Update | www.visitacalifornia.com.mx
During November, the Visit California site saw an increase in MOM traffic in the form
of unique visitors and unique sessions. Page views went down, albeit minorly, while
session durations remained the same. Meanwhile Weather, Home, and Family Fun
8
registered as the top pages, and although both search and direct as sources decreased,
referrals increased by more than double.
Concept
November
Unique visitors
4,156
Unique sessions
3,724
Page views
9,311
Avg page views
2.24
Avg time (min:sec)
2:50
Bounce rate
45.2%
Traffic sources
Search
82.47%
Direct
11.35%
Total referrals
Top Referral sites
6.18%
visitcalifornia.com
50
translate.google.com
14
nexosturisticos.com.mx
12
visitusa.com.mx
visitcalifornia.de
Top content (page views)
Keywords
Weather
1,005
Home
685
Family fun
474
Things to do
429
Visas
311
General
267
Bay Area
257
Regions
214
Recreación Invernal
198
(not provided)
California
9
8
7
2,909
18
Que hacer en California
(Things to do)
Visitar California
6
Parques de diversiones en
California (Theme Parks)
5
6
Source
Direct Traffic
Search
Traffic
Jan
Feb
Mar
16.04 15.48 18.57
75.97 79.28 75.21
Apr
22.6
72.1
May
21.9
70.6
Jun
1
61.6
Jul
2.8
39.2
Aug
17.9
77.4
Sep
17.6
76.9
Oct
Nov
11.35 11.35
82.47 82.47
Consumer Site Traffic Sources
90
75.97
80
79.28
75.21
72.1
77.4
76.9
17.9
17.6
82.47
82.47
11.35
11.35
Oct
Nov
70.6
70
61.6
60
50
39.2
40
30
15.48
20
18.57
22.6
21.9
16.04
10
1
2.8
Jun
Jul
0
Jan
Feb
Mar
Apr
May
Direct Traffic
Aug
Sep
Dec
Search Traffic
Travel Trade Website Traffic Report | traveltrade.visitacalifornia.com.mx
Visitation to the travel trade website increased MOM by approximately +13% in
unique visitors while unique sessions and page views increased by +14% and +3%
respectively. Meanwhile, direct traffic sources increased MOM while search traffic
decreased, although very minimally.
Concept
November
Unique visitors
524
Unique sessions
480
Page views
741
Avg page views
1.41
Avg time (min:sec)
1:05
Bounce rate
78.1%
Traffic sources
Search
10
84.54%
Direct
11.45%
4.00%
Total referrals
Top Referral Sites
Trk.cp20.com
3
Visitcalifornia.com.mx
Amazon.com
3
1
Google.com.ar
1
Itinerary
Top content (page views)
451
Maps
77
35
Home
(not provided)
Keywords
388
vineyards
5
Beautiful places in Napa
3
California deserts
2
2
Owner, famous vineyards
Source
Direct
Traffic
Search
Traffic
Jan
Feb
Mar
21.46 19.18 22.03
75.7
74.8 72.46
Apr
20.5
May
26.2
Jun
24.6
Jul
24.6
Aug
17.4
Sep
19.9
73.3
64
68.3
68.3
77.2
76.7 84.69 84.54
Trade Site Traffic Search Sources
100
80
60
40
20
0
Jan
Feb
Mar
Apr
May
Jun
Direct Traffic
11
Jul
Aug
Sep
Search Traffic
Oct
Nov
Dec
Oct
11.2
Nov
11.45
Visitors Guide Fulfillment
Travel Agents: 22
Events: 130 (Inc. AFEET training)
Consumer: 20
Total: 172
Guadalajara Activities
Starting October 2013, we have initiated our daily activities in the city of Guadalajara,
as part of our strategy to expand beyond Mexico City and leverage existing and new
airlift to California from the market.
Sales Calls for November:
1. Imacop
2. Geo Travel
3. Servicetour Operadora
4. Visatur
5. Viajes Panorama
6. Viajes Signoret
7. Tuagencia.com
8. Volaris
9. Aeromexico
10. Euromundo
11. Viajes Marplay
We are also planning a trade FAM trip from Guadalajara and we’re looking into the top
sales agencies for the airlines and the US destinations.
We are reaching the local travel associtions to plan possible training seminars during
2014.
12
PR ACTIVITIES
Media Activity & Results
Ongoing Activity:
Development of Press Releases
Outreach to Visit California Partners for stories and articles
Follow-up contact with individual journalists on a bi-weekly basis
Bi-weekly information delivery to press including monthly What’s New and
press release distribution on a fixed schedule
Media Value FY 13-14
In November, five months into the fiscal year, the Visit California team is already at
approximately 51% of last year’s cumulative YTD media value, and at 68.7% of last year’s
cumulative circulation. Meanwhile, the YOY
FY12 –13
Month
Value USD
Circulation
July
August
508,517
725,830
September
FY13 –14
Circulation
3,255,720
35,115,410
Value
USD
257,780
479,865
156,088
18,516,401
340,066
30,181,549
October
79,787
281,123
229,396
6,115,290
November
74,995
1,534,649
362,194
5,278,402
December
105,200
5,867,623
January
270,504
7,191,523
February
199,119
2,793,278
March
267,355
6,313, 353
April
532, 841
2,283, 216
May
219,093
1,929,101
June
168,262
3,819,194
TOTAL
3,307,591
7,550,771
11,909,385
88,900,591 1,669,301 61,035,397
Clipping Gallery - November 2013
http://www.1gms.net/California/2013/ClippingGallery/nov2013.html
13
What’s New E-Newsletter
The Visit California E-Newsletter is distributed every month to the proprietary trade
and media databases to maintain constant visibility for the brand and destination in
front of these important target audiences.
For this month the trade e-newsletter focused on botanical gardens, stylish safaris,
and a pirate adventure! While the media e-newsletter focused on a Christmas
adventure, Petaluma, and a Victorian Christmas.
Visit California Trade What’s New!
14
Visit California Media What’s New!