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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Southwest Airlines

Southwest Airlines is dropping its service to Mexico City from its hub at Houston Hobby Airport. Houston is the only city currently offering nonstop service to Mexico City in Southwest’s Latin America route network. Southwest made the announcement in its most recent earnings call, when CEO Gary Kelly reported that the route would end March 31. During the call Kelly said that the airline was focusing on leisure destinations, while Mexico City had been more of a business travel market.Southwest serves Mexico City from Houston Hobby four times daily. All told, the airline serves Mexico from a total of 21 peak and seasonal cities in the United States, with its most recent addition being new service between Chicago Midway and San Jose del Cabo.

 

  • Expedia

Travel website Expedia have quietly stopped selling airline tickets for Venezuela amid recent political turmoil. Washington-based Expedia Group said the company was acting on behalf of travelers’ wellbeing and in accordance with recent travel advice by foreign governments about crime and civil unrest.American Airlines, with two flights daily from Caracas to Miami, is the only remaining U.S. carrier providing service to the country after Delta and United Airlines pulled out in 2017 amid a political crisis that has forced millions to flee the country.

 

 

 

  • Hilton

Hilton and Atlantica Hotels announced the signing of a management license agreement whereby Atlantica plans to develop and manage DoubleTree by Hilton hotels in Brazil. As part of this agreement, the companies also announced the first planned DoubleTree by Hilton hotel in Porto Alegre, Brazil. This agreement will introduce DoubleTree by Hilton in Brazil, underscoring Hilton’s continued commitment in the Caribbean and Latin America to introduce the company’s industry-leading brands across the region.DoubleTree by Hilton joins Atlantica’s portfolio of 19 brands represented by 120 hotels in Brazil, including Hilton Garden Inn. Hilton and Atlantica have opened four Hilton Garden Inn hotels in Brazil, including the recently-debuted, 153-room Hilton Garden Inn Itajaí, located near Brava Beach, Hilton Garden Inn Goiania, Hilton Garden Inn Belo Horizonte and Hilton Garden Inn Santo André. The companies plan to open two additional Hilton Garden Inn hotels in Fortaleza and São Paulo.Scheduled to open in 2021, the first DoubleTree by Hilton hotel in Brazil will be located at Padre Cacique Avenue, in the city of Porto Alegre and Rio Grande do Sul state. Hilton currently has a portfolio of more than 140 hotels and resorts open to welcome travelers in the Caribbean and Latin America, including seven hotels in Brazil. Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America at Hilton is part of Portada´s Travel Marketing Board.

 

  • Grupo MYT

Mexico-based restaurant brands operator Grupo MYT has secured a significant strategic investment from global private equity firm L Catterton.The restaurant company will use the funds to support and accelerate its expansion and growth across Mexico. Terms of the deal were not disclosed.Established in 2003, Grupo MYT designs and operates various restaurant models for the casual food segment in the country. It was founded by brothers Carlos, Andrés and Alfredo Mier y Terán. Brands operated by the company include Japanese casual dining restaurant Moshi Moshi; casual Mexican restaurant and cantina La Imperial; full-service multi-genre food hall Cocina Abierta; and La Crepe Parisienne kiosk format.L Catterton has made investments in various Latin American restaurant brands such as Cholula, Luigi Bosca, St. Marche, Rapsodia, Femme – Laboratório da Mulher, Espaçolaser, and Bodytech.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Grupo Vidanta

Grupo Vidanta, a resort and tourism developer in Mexico and Latin America, has announced the introduction of The Estates, a luxury development to debut at Vidanta Nuevo Vallarta and Vidanta Riviera Maya, two of the company’s seven resort portfolio destinations. It formerly existed under the name of “Jungle Estates.”With an initial presence in Vidanta Nuevo Vallarta and Vidanta Riviera Maya, The Estates will be Vidanta’s premier resort offering, positioned for the luxury market. The new units will be designed to reflect the beauty of the surrounding natural landscape.The Estates will be in nature-filled settings at Nuevo Vallarta and Riviera Maya.

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s April 2017 ranking.

It seems that US Hispanics are very interested in travel, with 74% of all users checking out travel-related sites in April of this year.

Source: comScore MMX Multi-Platform, Travel, U.S., Hispanic All, April 2017, Desktop 2+ and Mobile 18+Total Unique Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,703
   Travel26,554
1   TripAdvisor Inc.11,971
2   Expedia Inc.7,297
3   Uber6,359
4   Priceline.com Incorporated3,703
5   Lyft, Inc.3,005
6   USA TODAY Travel1,722
7   Southwest Airlines Co.1,571
8   American Airlines1,538
9   CNN Travel1,460
10   Airbnb Sites1,386

The ranking shows that when it comes to travel, Hispanic users like to be well-informed. This could explain why TripAdvisor is in first place, with almost 12 million unique visits in April.

The next step for users is to access and purchase the trips they have chosen. This explains why  OTA Expedia came in second, with 7.2 million visits.

Uber claimed the third spot in this month’s ranking, a sign that the start-up’s efforts to remain a market leader in local transport services have born fruit, with 23.7% of Hispanics who consume travel-related content visiting the Uber site.

But the competition isn’t far behind. Lyft gained territory to claim fifth place, with 3 million unique visits.

Meanwhile, two airlines managed to carve out a spot in the ranking: Southwest Airlines ranked seventh, with 1.57 million visits; and American Airlines, eighth, with 1.53 million. It seems that American’s series of travel altercations did not affect its market presence too much.

Finally, it is worth noting that no hotel chain made the ranking this month. While Hispanic users are interested in lodging, they may prefer new alternatives such as Airbnb, whose usage policies continue to be adjusted in accordance with the local laws of each of the locations where service is provided. Even so, the platform received 1.4 million hits.

PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Ryanair

Ryanair has started selling flights to the US and Latin America, as part of a partnership with Air Europa.  The airline’s CEO, Michael O’Leary, announced the move, which he said was a step towards Ryanair becoming the “Amazon of travel”.The flights will depart from Madrid and call at 20 destinations across the Americas, including Argentina, Brazil, Cuba, Mexico and the US.The new flight partnership will give Air Europa access to Ryanair’s 130 million odd customers.

 

 

 

  • Delta

Delta is expanding Delta Comfort+ fares to more markets. With this expansion, Delta will now offer Delta Comfort + as a fare to all destinations in the Asia-Pacific and Latin America/Caribbean regions, as well as the U.S. and Canada. Effective May 20, Delta will begin selling Delta Comfort+ as a fare for flights departing September 20, 2017, and beyond in the following travel regions:Between the U.S. and Canada and Brazil, Argentina, Peru and Chile, between the U.S. and Canada and China and Hong Kong, within the Asia-Pacific region, now including China and between Asia-Pacific region markets and Latin America / Caribbean markets, now including China, Hong Kong, Brazil, Argentina, Peru and Chile.

 

  • Havas LATAM

Havas LATAM has acquired Big Data analytics agency Intellignos, after taking a 40% stake in the company between 2012 and 2014.  With this move, Intellignos becomes part of Havas Group’s global data consulting agency DBi.  DBi will work with Havas LATAM clients to increase their revenues by driving meaningful connections with consumers through data intelligence and technology solutions, from data management to advanced analytics.Founded in 2007, Intellignos is headquartered in Miami with additional offices in Argentina, Chile, Colombia and Mexico.  The agency is LATAM’s leading consultancy firm and builds intellectual property to help the most challenging companies in the world improve their competitive situation through the creative and innovative use of Big Data.  Clients are major companies that use the Internet as an important source of revenue: Fox Latin America Channels, DirecTV, The Walt Disney Company, Mercado Libre, Telefonica-Movistar, Cencosud and UNICEF, and others.  Intellignos co-founder Juan Manuel Damia becomes DBi’s Head of Latin America.

 

  • Expedia

Expedia is opening Cuba hotel market for consumers. Expedia, Inc., the online travel company, announced that travelers can now book hotels in Cuba on its global points of sale, including Expedia.com, Hotels.com, Travelocity, Orbitz, and CheapTickets. Cuba continues to generate interest as a hot destination among travelers; its Ministry of Tourism reported more than four million foreign visitors in 2016.

 

 

  • 99POP

A Latin American competitor to Uber — 99 — has raised US$100 million from SoftBank of Japan to fuel growth, according to the Brazilian startup’s chief.SoftBank will become a minority shareholder in the privately held 99, as the ride-hailing service Didi Chuxing of China did when it backed the startup in January. SoftBank is also a major investor in Didi Chuxing.The transaction, puts another obstacle in Uber’s path to succeed in emerging markets.Fernandez said that 99 planned to use the new capital to expand its peer-to-peer ride offering, called 99POP, which it started in the fourth quarter of last year.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Aeromexico

Aeromexico will begin service from Seattle-Tacoma International Airport to Mexico City beginning November 1, 2017. The daily nonstop flight will be on a 160-seat Boeing 737-800 airplane and will feature Clase Premier, AM Plus, and coach seating. Aeromexico serves more than 80 cities on three continents, including 44 destinations in Mexico, 19 in the United States, 15 in Latin America, four in Canada, four in Europe, and three in Asia.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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We spoke with agency and brand executives to learn about their travel marketing plans for 2017.

This is what we asked them:

  1. On which platforms will you invest/implement your campaigns in 2017?
  2. What travel marketing trends do you expect to see in 2017?
  3. In terms of marketing in general, what would you like to see more of in 2017?

luis-perillo-1Luis Perillo, VP of Sales and Marketing, Hilton Latin America Latina and the Caribbean

  1. We are increasing our online and social media investments, along with the permanent use of print media and PR.
  2. We expect to see greater investment in digital channels and social media.
  3. We would like to see more holistic campaigns that include different types of media, to generate greater awareness among key audiences through campaigns that include social actions, PR, online advertising, print, TV, radio, etc.

Copy of Portada-online.com - Events - Internal - SpeakersMaría Aguayo, Marketing Manager, Expedia LatAm and Mexico

  1. It always depends on the campaign, but digital media and television are a must.
  2. Travelers today are looking for more authentic experiences, which means they also expect travel companies to interact in a much more personal way and also add technology to their offerings.
  3. We hope that people in Mexico will take more vacations. We are very behind in balancing our work and personal life when it comes to paid vacation metrics. Mexicans receive an average of 15 days of paid vacation a year, but take only 12 days of vacation leave. Those three lost days means that Mexicans waste millions of pesos in paid vacation annually. We would like to see tourism continue to gain ground, see more advertisers in this industry, and see consumers being encouraged to travel more.

Christopher Arjona CastroChristopher Arjona, Senior Director of digital marketing, distribution, CRM, and loyalty programs at Meliá

  1. We’ll be focusing mainly on digital platforms (display, PMP, programmatic, social ads, etc.)
  2. We want the industry to place a greater emphasis on programmatic marketing as a means of prospecting.
  3. It will be interesting to know the general trends of the American traveler market that travels outside of the United States.

erica-doyneErica Doyne, VP of Marketing, AM Resorts

  1. AM Resorts’ campaigns are fully integrated, including extensions in social networks and online video, among others.
  2. Marketers no longer trust a single traditional platform, but rather seek to engage consumers with new strategies including online video, digital advertising, mobile strategies, public relations and social networking. In addition, industry marketers now seek to target specific markets, such as wedding destinations, the LGBT market, and the Hispanic market.
  3. The focus on experiences is gaining a lot of attention. Many travelers want to add something to their rest and relaxation, so the industry needs to offer more options.

What: OTAs are looking for alternatives to bookings for monetizing their sites.
Why it matters: 95% of OTA customers don’t buy directly on the companies’ sites.

You have probably heard about Expedia, one of the most popular OTAs in the world. But you probably know little about Expedia Media Solutions, also known as MeSo, the company’s marketing agency that brought $200 million to Expedia on 2015, and which has been growing by 23% annually, according to research provided by Tnooz.

According to Eye for Travel Business Intelligence’s study, Monetizing web traffic in the travel industry, 95% of visitors to online travel agencies’ sites don’t actually buy anything, checking on prices and later booking directly with the providers.

evans
Cynthia Evans, Director of Insights GroupM Latin America.

Through selling advertisements on their pages, OTAs are finding a way to make the most out of their visitors. Expedia, for example, receives 80 million unique visitors a month, according to its own numbers. This is why MeSo has become so important to the company’s marketing and monetization strategies.

The majority (of OTAs) are accepting advertising through one or another of the programmatic SSP or DSPs. There is also an opportunity for trade with their partners – airlines and hotels, for example.

But there are still some OTAs that refuse to sell ads on their sites, because they fear that those advertisers could become competitors looking to reach the same audience. For example, “some of Expedia Media Solutions’ main clients come from the tourism industry,” says María Aguayo, Marketing Manager for Expedia Latam & Mexico, these could also represent competition.

According to Richard Harris, CEO of New York-based travel advertising technology firm Intent Media, who spoke to the site Eye for Travel, travel sites “can de-risk the proposition of competitive ads. If someone is highly likely to buy, we can discern that in real-time and let that user focus on completing their transaction. But for users more likely to buy on a different site, we can introduce a highly relevant, native ad and help them get where they are going next, which is often to a competitor.” Doing so sounds risky, but Harris believes this demonstrates openness and transparency, fostering consumer trust.

Also, some OTAs show sponsored hotel recommendations, similar to ads, but the booking still happens on the same site. This gives both the advertiser and the OTA the opportunity to show a specific product or service, without losing the customer to another brand.

Copy of Portada-online.com - Events - Internal - Speakers
María Aguayo, Marketing Manager for Expedia Latam & Mexico.

On the other hand, Bob Rogers, VP of OneTwoTrip, believes what will keep an OTA rellevant to their customers is its added value. “Instead of asking how to monetize their audience, the question should be: how can I add value to my actual clients? This could reduce the risk of losing clients to a competitor. This could mean investing more money into your service, but you would be recovering it,” he explained during an interview with Eye for Travel.

In collaboration with Gabriela Gutiérrez.

A summary of the most exciting recent news in travel marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S.-HISPANIC MARKET

American Express Global Business Travel (GBT) signed an agreement to acquire SMT, a travel management company (TMC) based in Finland and a subsidiary of Finnair. SMT has been an important partner within the GBT network for the past 27 years. When the transaction is completed later this year, the company and its staff will formally join the GBT family.

Airlines for America (A4A) released its summer 2016 air travel forecast, which projects passenger volumes. Approximately 231.1 million passengers (2.51 million per day) are expected to fly in scheduled service on U.S. airlines from June 1 – Aug. 31 compared to 222.3 million passengers over the same time period in 2015: a 95,500 passengers-per-day increase. This includes 30.5 million travelers (331,000 per day) on international flights. To accommodate the record volumes, airlines will be offering 2.78 million seats per day to meet demand, which equates to an increase of 109,400 seats year-over-year.

Amadeus published its report Shaping the Future of Luxury Travel, which revealed how global consumers are increasingly spending their disposable income on experiences rather than material goods as well as opportunities that the luxury travel market will face over the next decade. Some key findings from the report include:

  • That North America and Western Europe account for 64% of global outbound luxury trips, despite only making up 18% of the world’s population.
  • That a human desire for more rewarding experiences provides an essential catalyst to evolve and improve travel industry quality and service standards
  • That a hierarchy of luxury travel needs must be identified, ranging from 5-star quality and service standards to exclusive VIP privacy and security

The report was developed with data from Tourism Economics and with dozens of expert interviews with global luxury travel experts across specialist travel concierge agencies, airlines, hoteliers as well as intermediary suppliers through Connections, a global networking event organizer for luxury travel providers.

The Travel Marketing Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is going to bring together all the big players in travel marketing from the Americas, including Volaris, Grupo Posadas, Best Western, Royal Caribbean, Hyatt, Sojern and many more. Get your early bird tix!

LATIN AMERICAN MARKET

GOL Linhas Aereas Inteligentes, the largest low-cost and best-fare airline in Latin America, showed a decrease in its preliminary numbers regarding air traffic for April 2016, as well as the accumulated traffic for 2016. The number of departures and seats in the total system decreased by 21.9% and 11.5%, in the month and year-to-date, respectively.

InterContinental Hotels Group signed two new-build properties in Peru: one in Lima, the country’s capital city, and a second in Piura, a strategic business center in the northern part of the country. Both properties are expected to open in 2019 and will be developed through a joint-venture between Grupo Centenario and Grupo Agrisal.

Expedia and Amadeus IT Group announced a new global, long-term agreement that enables Expedia to offer air, car, rail, cruise, and hotel products through the Amadeus global distribution system, and adds Orbitz Worldwide brands in addition to the Expedia, Hotwire, Travelocity, Wotif Group, Expedia Affiliate Network and Egencia brands covered by the previous agreement.