Year XXVI July / August 2014
2014
Official Magazine of the Asociación Mexicana de Desarrolladores Turísticos, A.C. amdetur.org.mx
July August
»Statistics Influence of the Focus on Beach Tourism on the Pace of Economic Growth for Some States
»Connections Strengthening Tourism to drive Mexico’s Economic Growth: one of ASETUR’s Goals
BANCOMEXT, LEADS IN STRUCTURING
HOTEL INVESTMENT PROYECTS
IN MEXICO
AMDETUR
Welcome to the 28th Annual Convention
Marketing
The New Profile of Mexico’s Digital Tourist
Meridian Financial Services
Los servicios incluyen:
es una agencia de cobranza especializada que ofrece servicios a carteras completas y parciales.
• Programa de recuperación
Meridian es una compañía de vasta experiencia en la industria de la propiedad vacacional. Entendemos el impacto de la deuda incobrable, así como la importancia de mantener al día las cuentas de sus propietarios y de preservarles la confianza en la decisión de su compra.
• Cobranza completa para clientes nacionales e internacionales
“Sin Costo para Usted”
• Estrategias de cobranza personalizadas
• Presentación de informes crediticios • Rastreos • Servicios en línea • Asesoramiento en créditos y cobranzas
Para obtener mayor información de cómo Meridian puede trabajar para usted, comuníquese con: Greg Sheperd, presidente, 828.575.9564 o al 866.294.7120, extensión 6705 (EE. UU.); GSheperd@merid.com Zaida Smith, vicepresidenta de ventas internacionales, 828.575.9564 o al 866.294.7120, extensión 6747 (EE. UU.); ZSmith@merid.com
SUS EXPERTOS EN LA RECUPERACIÓN DE CUENTAS POR COBRAR
NOTITUR / CONTENTs
BOARD OF DIRECTORS CHAIRWOMAN VICE PRESIDENT EXECUTIVE PRESIDENT SECRETARY TREASURER
Ana Patricia De la Peña Sánchez Original Resorts Gerardo Rioseco Orihuela PROVAC Posadas Gonzalo Maqueda Cornejo AMDETUR Carmen Carballido Starwood Jorge E. Téllez Landín Sol Mar
COUNSELORS Fernando Azcona Lizárraga / Villa Group Javier Robles / Grupo Vidanta Francisco Medina / Grupo Hotelero Santa Fe Gibrán Chapur / Palace Resorts Marcos Agostini / Interval International Ricardo Montaudon Corry / RCI DIRECTOR
Rosa de Jesús Lugo Dorantes
NOTITUR CHAIRWOMAN VICE PRESIDENT EXECUTIVE PRESIDENT PUBLISHER DESIGN TRANSLATION PHOTOGRAPHY AMDETUR ADVERTISING
Ana Patricia De la Peña Sánchez Original Resorts Gerardo Rioseco Orihuela Grupo Posadas Gonzalo Maqueda Cornejo AMDETUR Aurora Martínez V. KEMCS Diseño y Marketing www.kemcs.com Elizabeth Collins Morrison elizcollins@mac.com José Mata / www.pbase.com/ppmata Mobile (044-55) 1885 8581 Aurora Martínez V. aurora.martinez@prodigy.net.mx
July / August 2014
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ARTICLE We at the Banco Nacional de Comercio Exterior, or BANCOMEXT, believe that the result of our efforts should be measured with indicators that help us understand the impact we have on the Mexican economy
02
Recent Activities at AMDETUR Thanks to our associates support and the participation of AMDETUR’s committees members, we continue to achieve industry on the whole.
04
CONNECTIONS
07
MARKETING
LOCAL ASSOCIATIONS
C.P. Javier Vales González, Asociación de Clubes Vacacionales de Quintana Roo, A.C. / Lic. Alejandro Lemus Mateos, Asociación de Desarrolladores y Promotores Turísticos de Tiempo Compartido, A.C. (Puerto Vallarta) / Sr. Paul Wesley Little, Asociación Sudcaliforniana de Desarrolladores de Tiempo Compartido, A.C. / Ing. José Luis Centeno, Asociación de Promotores de Clubes Vacacionales del Estado de Guerrero, A.C. / Lic. Fernando de Leeuw Santiago, Asociación de Clubes Vacacionales de Cozumel, A.C. / C.P. Fernando Alaniz Cárdenas, Asociación de Clubes Vacacionales de Sinaloa, A.C. / Lic. Cristhian Orozco Oseguera, Asociación de Desarrolladores y Operadores Turísticos de Ixtapa y Zihuatanejo, A.C. / Ing. Guillermo Dávila Espinosa, Asociación de Desarrolladores Turísticos de Manzanillo y la Costa Alegre, A.C.
AMDETUR
Strengthening Tourism to drive Mexico’s Economic Growth: one of ASETUR’s Goals One of the objectives of the National Tourism Policy is to strengthen our country as a world-class destination. The Union of Mexican Tourism Secretaries (ASETUR) wants to play a key role in achieving that objective.
For the ninth year in a row, Accenture published its Global Consumer Study, for which it interviewed more than 13,000 participants from 35 countries and 10 industries, and which in tourism.
Notitur is a bimonthly publication published by the Mexican Resort México 03810, D.F. Telephones and fax: (55) 5488 2028 to 31. Printed at
SEPOMEX. AMDETUR is not responsible for the advertisements or advertorials published in NOTITUR. NOTITUR complies with federal regulations on information privacy, according to the Federal Law on Protection of Data Held by Private Parties. For more information on this issue, visit our web page at www. amdetur.org.mx / Notitur July - August 2014.
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STATISTICS Vocation on the Pace of Economic Growth for Some States The arrival of domestic and international tourists to Mexican beaches is an important source of economic growth for some states in the country--most notably, Baja California Sur, Quintana Roo, Colima, Jalisco, Guerrero and Sinaloa.
If you would like to receive the digital version of Notitur in English or Spanish you can request it at: aurora.martinez@prodigy.net.mx Share this Magazine
Or download it directly in: issuu.com/notitur/
www.amdetur.org.mx
AmdeturMx
edITORIaL
JULY aUGUsT
2014 deaR ReadeRs:
I’d like to welcome you warmly to the Twenty-Eighth Annual Convention of the Mexican Resort Development Association (AMDETUR), with the title “20/20: The New Vision of the Vacation Ownership Industry,” which this year is being held in Los Cabos, one of the fastest-growing markets in this industry.
appointed Chairman of the Board of Directors of AMDETUR, which represents a tremendous personal commitment and a daunting challenge in strengthening and innovating for our Association. The current Board of Directors and myself have taken on the task of structuring an ambitious work program that will serve the current needs of our industry. Among the most important actions we have mapped out is a national and international public relations and advertising aimed at both authorities and business organizations, clients and prospective buyers. We want to create a seal that connotes credibility in the organized industry which will be given by
Internally, our work is coordinated through the following Committees, which are presided over by Board Members and administrative personnel: Legal Committee: Miriam Cortés Outsourcing Committee: Colette Ann Commeau, Javier Robles and Javier López Marketing and Sales Committee: Gibrán Chapur and Paul Wesley Little Financial Committee: Jorge Téllez and Javier Olivares Education Committee: Gerardo Rioseco and Eduardo Flores These are just some of the actions we plan to carry out. That’s why I’d like to take this occasion to call on all our members to join in these work programs and give us their comments and suggestions. We’re certain that only through concerted efforts by those involved in our industry can we make more leading tourist destinations. Cordially,
We also believe it is important to promote closer relations
aNa PaTRICIa de La PeÑa CHaIRWOMaN OF THe BOaRd OF dIReCTORs
tourist investment in Mexico as a whole. We will encourage this same closeness with all agencies and organizations that have a direct relationship with our activities. (PROFECO) with which we have already established contact to resume the work of the Technical Advisory Committee.
EDITORIAL
Furthermore, our work program includes a program to confront perceptions of violence, which our Cancun Association is already carrying out on social networks, through an agency that has taken on the task of countering the crisis with positive remarks both on the industry and destinations. The intent is to change tourists’ perceptions and substantially increase occupancy in the resorts.
NOTITUR 2014
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aMdeTUR
Recent Activities
at AMDETUR On May 14-15, the Quintana Roo Vacation Club Association (ACLUVAQ) organized its 4th Forum of Sales & Marketing of the Americas.
TIaNGUIs TURísTICO 2014 Quintana Roo. There to open the event was Mexican president Enrique Peña Nieto, who in his speech said that tourism was one of the six strategic pillars of his administration in which 7.7 trillion pesos would be invested for infrastructure. Much of this amount, in the industry will total more than 180 billion pesos, which will be used to expand and modernize the tourism infrastructure, based on three strategies: improve existing infrastructure and equipment
with policies that promote the industry’s competitiveness, including “equipping the main airports to make them more traveler-friendly, modernize tourist ports and create new highway access routes.” Mexican president Enrique Peña Nieto at the opening of the Tianguis Turístico 2014.
JOINT WORk WITH THe CMIC
On May 20, AMDETUR was present at a work meeting between Mexico City mayor Miguel Angel Mancera, the Mexican Construction Industry Chamber (CMIC) and executives, entrepreneurs and members of the industry’s productive chain. One of the most important agreements to come out of that meeting was that the CMIC will be in charge of validating and certifying the status and quality of participants in competitive bidding for Mexico City public works. In the afternoon of the same day, the Charter of the CMICAMDETUR Mixed National Commission was signed, the main purpose of which is to jointly lobby the federal government and congress to support approval of laws, programs or policies that promote development of the tourism industry and improve the construction of infrastructure in the same area, while preserving the environment.
4th MaRkeTING aNd saLes CONFeReNCe IN CaNCUN
On May 14-15, the Quintana Roo Vacation Club Association (ACLUVAQ) organized its 4th Forum of Sales & Marketing of the Americas. This time the keynote was Leadership, and the event was attended by more than 1,200 representatives and experts from the vacation ownership business, travel agencies and other related
and Victor Castañeda, founder and partner of IMAGIC Group, in a Center: Gonzalo Maqueda, Executive President of AMDETUR, Luis Zárate Rocha, National President of the CMIC, Ana Patricia De la Peña, Chairman of the Board of AMDETUR and Roberto Calvet Martínez, Chiarman of the Mexico City Delegation and Executive Vice Chairman of Tourism for the National CMIC, during the signing of the Charter for the CMIC-AMDETUR Mixed National Commission.
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NOTITUR 2014
2014 NaTIONaL TOURIsM INFRasTRUCTURe MeeTING
industry, as well as others involved in investment policy, resort developers and investors, and builders throughout Mexico. For more information, go to http://www.cmic.org/turismo14/
Luis Zárate Rocha, National Chairman of CMIC, Miguel Ángel Mancera, Mexico City Mayor and Roberto Calvet Martínez, Tourism Executive Vicepresident of CMIC, during the work meeting held on May 20.
NeW CHaIRMaN OF aCLUVaQ
Javier Guillermo Vales González has been elected Chairman of the Quintana Roo Vacation Club Association (ACLUVAQ). Vales has a degree in public accountancy from the Universidad Autónoma de Yucatán, and a Master’s Degree in Finance from the Universidad Anáhuac de Cancún. He Royal Resorts Group and later transferred to Cancún in 2000 to continue to work in the company, where he currently is Business Director. He has completed various diploma programs at the University of Florida, Cornell University, Universidad Anáhuac de Cancun and the Disney Institute Business Program.
Javier Guillermo Vales González
amdetur.org.mx
ANUNCIO
We are pleased to announce that the CMIC, together with the governments of the states of Jalisco and Nayarit is organizing its 2014 National Tourism Infrastructure Meeting on the topic “Tourism, Engine of Development and Social Welfare.” The event will be held on June 25 in Nuevo Vallarta, and
CONNeCTIONs
Strengthening Tourism to drive Mexico's
Economic
Growth
one of ASETUR'S Goals
By / Chairwoman of the Union of Mexican Tourism Secretaries (ASETUR) and Secretary of Tourism for the Government of Mexico State.
O
ne of the objectives of the National Tourism Policy is to strengthen our country as a world-class destination. The Union of Mexican Tourism Secretaries (ASETUR), founded on December 15, 2010, wants to play a key role in achieving that objective. Made up of those in charge of tourist operations in the 32 states of essential points. Among these are preserving local traditions and promoting destinations and gastronomy in each region of Mexico. It also seeks to preserve tangible and intangible cultural and natural heritage in each state and promote the dissemination of historic and courses, conferences and workshops. With this, ASETUR intends to promote tourism in every state of
in the number of visitors compared to 2012, a total of 23.7 million
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NOTITUR 2014
CONNECTIONS
Furthermore, the federal Ministry of Tourism (SECTUR) has designed a transversal policy for this industry, which the Union of Mexican Tourism Secretaries fully supports.
ASETUR fully supports the transversal policy designed by SECTUR to strengthen the integration of all those who participate in the industry’s development.
Why transversal? Because tourism is closely related with a number of other industries, and to strengthen it we need to take these ties into account and work for a horizontal integration of all those who participate in its development. The federal government’s 2013-2018 Tourism Industry Program states that:
“Tourism is a highly dynamic economic activity, able to keep up a favorable pace of growth despite adverse conditions in the national and international environment.” “The transversal nature of tourism,” the document goes on to state, “makes it a key engine of progress. In Mexico it comprises more than 50 economic activities, generating opportunities primarily for micro-sized, small and mid-sized enterprises, and is capable of creating productive linkages with higher added value for the country.” “It is also a catalyst for development, represents a powerful instrument for improving standards of living in host communities, generates a sense of belonging, and helps to preserve natural and cultural wealth ” the Program continues.
amdetur.org.mx
5
CONNeCTIONs
ASETUR has taken these considerations into account in developing a work plan whose primary goal is to help make tourism a crucial engine of economic growth for Mexico and, of course, for each state. Thus, one of the actions it carries out is to schedule national and international tourist events with the support of the federal government, in order to avoid them competing with each other. It also prepares a monthly agenda with all the projects that are catalysts for each state, in order to give them an additional boost. To keep track of the state-level agendas, ASETUR is supported by committees that serve as a liaison with the federal Ministry of Tourism (SECTUR), the National Trust Fund for the Development of Tourism (FONATUR), the Mexico Tourism Board (CPTM), the federal legislature, the Ministries of Finance and Public Credit, Communications and Transportation, and Foreign Relations.
ASETUR’s work is based are preserving local traditions and promoting destinations and gastronomy in every region of Mexico.
ASETUR also seeks to strengthen its image with the general public and municipal, state and federal authorities. Through its members, it seeks to promote regional tourism, and creates exchange agreements in the area of promotion and advertising among member states. In all these ways, the Union of Mexican Tourism Secretaries works toward the goal of making Mexico an internal tourism power, while promoting domestic tourism as well.
has a Master’s Degree in Tax Law, and is Secretary of Tourism for the State of Mexico. She is also Chairwoman of the Union of Mexican Tourism Secretaries (ASETUR). She earned her law degree with honors from the Universidad Autónoma del Estado de México, and a Master’s Degree in Tax Law from the Universidad Humanitas del Colegio Superior de Ciencias Jurídicas, as well as an Automated Tax Diploma from the Instituto Tecnológico Autónomo de México (ITAM). She has been President of the College of Lawyers of Mexico lawyer Department Head, Under-Administrator of Litigation and Under-Administrator of Administrative Resources in the General Legal Administration of the Mexican Tax Administration Service.
One of the actions ASETUR carries out is to schedule tourism events to avoid them competing with each other.
Rosalinda Elizabeth Benítez González
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NOTITUR 2014
MaRkeTING
the new pRofile of
mexico's digitAl By
T
touRist
/ Director of Tourism Practice, Accenture Mexico
he proliferation of digital, mobile and social tools has given rise to a new breed of consumer, one who moves in a new environment in which many companies are not betting on winning but simply “playing to avoid losing.�
This is especially true for the tourism industry. In recent years, recommendation sites, discount centrals and social networks have demanded that companies offer the best to their clients in order to preserve their reputation and earn a spot among the best in their class. For the ninth year in a row, Accenture published its Global Consumer Study, for which it interviewed more than 13,000 participants from 35 countries and 10 industries, and In general, most indicators have remained steady or declined in the last 5 years. Clients see no substantial difference between the industries, and no one in particular has been able to stand out from the rest as a result of its best practices. In Mexico, 80 percent
amdetur.org.mx
7
MaRkeTING
80%
of consumers changed suppliers.
9%
Changed vendors in the hotel industry.
12%
Changed vendors in the airline industry.
of consumers changed suppliers in at least one industry because of a bad service from making the change. The good news for the tourist industry is that the rate at which consumers change airlines it was 12 percent. This is below the overall average, which shows a peak of
38%
Changed vendors in the banking industry
in banking. Nevertheless, the fact that one in ten clients have changed vendors means there is still a lot of room for improvement. We should bear in mind that when a client decides to switch to another vendor, quality in customer service and price are the most important qualities they’ll be looking for in their future vendor.
LOYALTY PROGRAMS AND CUSTOMIZED EXPERIENCES
Loyalty programs are an important factor related to customer satisfaction, which presents an interesting area of opportunity for the tourist industry. While the retail segment has the most popular loyalty programs (47% participation rate) and in fact has seen a 14 percent increase in the past year, hotels and airlines report participation of programs. Two out of three customers who participate in loyalty programs say the program
The survey shows that the tourist industry is in the best position to offer customized experiences, with 28 percent of clients who believe this segment is good in this area, TV suppliers. In terms of competition, the tourist industry is an active one, and consumers are demanding. Globally, only 38 percent of consumers who reserved a trip or a hotel in the last six months did so directly with their favorite brand without considering 75 percent of tourists have done business with two or more vendors, and only 14 percent have remained loyal to a single company. A complete change from one vendor to another is more common in emerging markets than in mature markets. In Mexico, the average is 20 percent, compared to a global average of 17 percent. 8
NOTITUR 2014
MARKETING
DIGITAL TOOLS
Digital channels are particularly important for tourists. Most consumers who are looking for travel reservations do so online, and comments and reviews by other customers are online, an increase of 7 percent over the preceding year, and nearly a third of consumers in this industry buy solely through digital channels.
79%
of customers made their traveil reservations online.
Another important facet of Mexican consumers in the digital world is their behavior on social networks. Around one in three Mexican consumers post negative comments about bad experiences when they search for or sign up for services. All of this gives us a snapshot, or a panorama, of a competitive, booming industry, with major advances and areas of opportunities to improve its performance. Tourism in Mexico is and will continue to be one of the most important industries for the country’s development.
is Director of Tourism Practice at Accenture México. Over her 15 years with the company, she has focused on the Consumer Products, Automotive and Travel Services industries. She has extensive experience in Shared Services projects, the Supply Chain, Strategic Procurement, Warehouse Management, CRM, and ERP implementation, among others. She has worked with local, regional and global clients throughout Mexico, the United States, Canada and Brazil. She has a degree in industrial engineering from the Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico City Campus, and an MBA from the Instituto de Empresa in Spain.
María Elena Otero amdetur.org.mx
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AcADEmE ADVERTORIAL
Master’s Degree in Business Development and Tourist Company Management
For a long time, tourist activity has been key to our country's economy. For decades, the industry has become known for a much more rapid economic impact then other productive branches. In recent years, however, we have seen a slowdown in the achievements of tourism, while in other emerging countries average annual growth rates are rising, such as in (4.8%) and Russia (2.5%).
A Proposal Becomes Reality
To help resolve this problem, CESSA Universidad has developed a Master’s Degree in Business Development and Tourist Company Administration, aimed at people interested in developing projects and successfully leading tourist companies in a competitive global environment, combining know-how and analysis with applied research of contemporary practices in the tourist industry. The program covers four areas of knowledge:
strategies that improve its economic revenues, which should help to improve and develop portions of the Mexican population engaged in this activity. To do so, it must create incentives for new products and distinguishing strategies that promote Mexico as a competitive country, with novel tourist attractions.
1.- Strategic Administration.
Application of current theories, knowledge and use of technological tools, resource optimization, productivity, competitiveness, sustainable development and, particularly, creation and regulatory aspects of tourist projects.
2.- Financial. capital for tourist resorts.
3.- Commercial.
Research and analysis of the tourist industry, the supply of tourism-oriented real estate, customer behavior and the use of Customer Relations Management (CRM) tools and loyalty programs.
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AcAdeme AdVeRTORIAL
4.- Human.
Exploration of issues relating to administration of human resources, business philosophy, effective negotiations and strategic communication.
The “Master's Degree in Business Development and Tourist Company Management� program contains elements that prepare professionals precisely to respond property to the challenges of tourist development. Its aim is not only to train directors for hotels and restaurants, but to produce enterprising men and women who can make well-documented, well-informed decisions for businesses that integrate tourist services with tourism-oriented real estate
CESSA presents this master program for people interested in successfully developing projects and managing hospitality companies in a global environment, combining applied research and analytical tools with proven contemporary practices. Program starts: September 2014 informes@cessa.edu.mx www.cessa.edu.mx Program pending official approval
C
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Y
CM
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CMY
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NOTITUR 2014
amdetur.org.mx
Article
BANCOMEXT, LEAds iN sTruCTuriNg HOTEL iNvEsTMENT PrOjECTs iN MEXiCO By Enrique de la Madrid Cordero / CEO, Banco Nacional de Comercio Exterior
I
n the last two decades, tourism has become a substantial force in economic growth for many countries.
Tourism has become a particularly attractive option for stimulating development in emerging countries and regions that in the past depended largely on agriculture and the extraction of natural resources. There are a number of factors that have contributed to rising levels of global travel: higher real income, more free time, improved transportation systems and highly effective communication systems that facilitate sales and distribution, among others. The development of tourism has two advantages: it creates jobs, and it promotes and preserves a country’s traditions and cultural heritage. Promoting tourism can contribute to a nation’s economic development because many other industries are connected to it (construction, food and beverages, etc.). Tourism also boosts demand for a wide range of services and professions, encourages international trade and develops infrastructure that other industries can use. Another thing tourism does is to encourage foreign investment and the development of human capital in other industries not directly related to it. expected to see strong growth in the coming decade. The number of visitors staying for more than one night is expected to grow at an annual rate of 5.4 percent in the next ten years, much more rapidly than global GDP, which averaged 3.4 percent a year in 2009-2013, and more in line with the expansion of international trade, which averaged 5.8 percent.
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NOTITUR 2014
ARTICLE
GlobAl flow of Visitors stAyinG More thAn one niGht VISITORS IN BILLIONS
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
FORECAST Source: Amadeus, Oxford Economics.
tourisM is A DriVer of DeVelopMent AnD A strAteGic inDustry for Mexico The cultural wealth, geographic position, natural resources, climate and an powers of the world. Tourism is one of the prime sources of foreign currency 13.9 billion dollars in foreign-currency revenues and accounted for 8.4 percent of GDP. in 13th place in terms of the attraction of global tourism. The World Travel automotive manufacture.
iMpAct of usD 1mn in spenDinG – México GDp ($M)
Direct
amdetur.org.mx
Total Economy
Travel & Tourism
Education
Financial Services
Communications
Automotive Manufacture
Chemicals
Mining
Agriculture
Source: World Travel & Tourism Council
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Article
We at Mexico’s export-import bank, the Banco Nacional de Comercio Exterior, or BANCOMEXT, believe that the result of our efforts should be measured with indicators that help us understand the impact we have on the tourism industry, which in 2013 employed more than 6.9 million Mexicans. times more than banking. Directly and indirectly, tourism accounted for 14 percent of jobs in Mexico in 2013. For every direct job in the tourist industry, one more job is created elsewhere in Mexico. impAct on Jobs in mexico by industry Breakdown of JoBs in the overall economy
Indirect and Induced Direct
travel & tourism
education
automotive manufacturing
financial services
communication services
Banking
higher education
chemical manufacture
mining
Source: World Travel & Tourism Council.
BANCOMEXT leads the structuring of hotel investment projects in Mexico. In 2013, our efforts resulted in the construction of more than 28,000 rooms and with long-term loans of up to 15 years. BANCOMEXT develop hotels, marinas, golf courses, timeshare and companies that supply tourism-related services in construction, equipment, expansions, renovations, working capital and sales of tourist projects developed in Mexico. jobs and foreign currency for Mexico, and it is the reason we have created business units specialized in covering the most important branches for exports and foreign currency generation: tourism, automotive, energy, inbond manufacturing (maquiladora), mining, and transportation and logistics. tourism and the Mexico brand around the world, improving infrastructure and connectivity in the country, and using Mexico’s good image to attract more investment. To this end, BANCOMEXT works in coordination with the federal Ministry of Tourism, supporting its projects and programs.
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NOTITUR 2014
The Pitch.
PERFECTED. Tools of the trade or trading tools? Well, really, they’re both. At the sales table, our digital tools give you a major assist with high-impact video and features that demonstrate all of the possibilities of exchange, reinforcing the value of vacation ownership. Post-sale, your owners become engaged, using these tools and Interval’s best-in-class membership products to plan their exchanges and Getaways.
Interval Sales Tool Kit:
IntervalWorld.com:
Features The Globe, a 3-D representation of Interval’s exchange network, complete with informative videos, stunning imagery, and other impactful content.
Optimizes results at the sales table and increases members’ transactions. Also available in a mobile version.
Interval International App: The online Resort Directory and Getaway bookings on the go.
Interval HD: Destination and resort videos, and powerful member testimonials.
AND WHEN NEW OWNERS BECOME ENGAGED MEMBERS, WE ALL SUCCEED.
THE QUALITY VACATION EXCHANGE NETWORK®
INTERVALWORLD.COM
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FOR MORE INFORMATION, CONTACT YOUR RESORT SALES AND SERVICE REPRESENTATIVE.
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At BANCOMEXT, we firmly support the tourist industry, which in 2013 employed more than 6.9 million Mexicans. In 2013, BANCOMEXT helped build more than 28,000 rooms and create 32,000 direct jobs.
Enrique de la Madrid Cordero,
Enrique de la Madrid Cordero
18
NOTITUR 2014
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Industry AdVErtOrIAL
Club Inntegra has developed a timeshare membership with an innovative business model, with excellent post-sales services and an unprecedented array of commercial alliances that have made it the most complete vacation program for the Mexican market. This, together with an ongoing improvement of programs and processes, earned it the State Quality Award from Colima in 2013.
An Innovative Business Model
Created in 2002 in the city of Manzanillo, a tourist destination that is facing a loss of positioning and where the results of the timeshare industry have been declining for more than two decades, Club Inntegra decided to focus its business in middle-class Mexican tourism, which has different vacation patterns than those focused on the US market that dominates the industry. With this in mind, it created a single focus for its business: from membership through the commercial structure, post-sale service—which it handles directly without exchange companies—and administrative, operating and collection activities. In 2006, Club Inntegra introduced an unprecedented model of commercial alliance in La Paz, B.C.S. with Hotel Araiza Palmira, which has proven successful and has set the pattern for the expansion and growth of Club Inntegra, alongside other hotel
and resort developers who have been joining into its project and with which it has commercial efforts in various destinations, such as Querétaro, Vallarta, Mazatlán and Ixtapa. Today, Club Inntegra serves as the hub for an organization of more than 250 associates, which cover a wide range of tourist services both for the general public as well as for hotel owners, complete program that includes: tourist resorts, hospitality, airline and land transportation tickets, packages, tours, cruises, and practically everything you need to travel, always providing excellent service and a range of alternatives from which to choose. SUCCESFUL COMMERICAL RELATION, HOTEL ARAIZA PALMIRA - CLUB INNTEGRA Hoteles Araiza, a hotel chain in northwestern Mexico, introduced a shared membership program with Club Inntegra for the Hotel Araiza Palmira in La Paz, B.C.S. Cesar Araiza, CEO of Hoteles Araiza, comments: “We were informed by some hotel business colleagues that even though timeshare can be a great business for some companies, it may not be for others. The complexity of the business, along with the startup costs—transforming rooms into units with kitchenette, complex legal procedures,
NOTITUR 2014
Industry AdVErtOrIAL
Urgent Changes to the Industry in 2014
Recent reforms to the Income Tax Law, which took effect on January 1 of this year, affect credit sales in some tourist industry programs. In other words, those timeshare memberships that do 2010, whether proprietary or owned by other parties must pay the full tax for the cumulative total sales prices consigned in the contracts, not on the amount collected, as was previously the case. This has prompted a certain confusion and forced some companies to immediately adopt alternative strategies to protect personal and sales staff-were all steps that had to be taken by our 120- hotel room in La Paz, a tourist destination with little commercial success in this business segment.” “They recommended we learned about the model managed by Club Inntegra, a company operating in Manzanillo which introduced its vacation program in a destination focused on the domestic market, similar to ours.”
Club Inntegra, through its commercial association models, and 30, can take advantage of these faculties to defer the tax, and serves as a complementary alternative that may be interesting for companies facing negative repercussions from the new tax law, those who want to optimize their sales in the Mexican market, and those who are just entering the industry.
“Throughout an extraordinary eight-year commercial relationship, Club Inntegra has been an excellent generator of room/nights and revenues in all seasons, besides being of cash, and a support for occupancy rates in our hotel for coming years.”
Direccion@club-inntegra.com
Recent changes to Mexico’s income tax laws affect credit sales of Vacation Clubs and exit programs
Was your company affected by the change? Are you looking to get into the vacation membership business? We have a proven solution for your business! direccion@club-inntegra.com 01(314)33 4 30 93
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StAtiSticS
INFLUENCE OF THE FOCUS ON THE
BEACH
TOURISM, ON THE PACE OF
ECONOMIC GROWTH
T
FOR SOME STATES
Arnulfo Rodríguez Hernández
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fiGure 1 Economic Growth in tourist statEs (%)
8
4
sinaloa
colima
Guerrero
national
Jalisco
Quintana roo
Baja california sur
0
Photos: fiGure 2 Economic Growth in thE tourist industry* and statE GdP (%)
the touriSt induStry of BAjA cAliforniA Sur And QuintAnA roo hAS GreAter WeiGht in StAte economic GroWth thAn in other StAteS
8
4
0
sinaloa
Guerrero
colima
Jalisco
national
Baja california sur
Quintana roo
-4
amdetur.org.mx
more thAn hAlf of foreiGn direct inveStment to the mexicAn touriSt induStry Went to BAjA cAliforniA Sur And QuintAnA roo in 2010-2013
23
StAtiSticS
fiGure 3 BrEakdown of annual arrivals of air PassEnGErs to tourist statEs in 2013 (PErcEntaGE Points)
CancĂşn
Guerrero
Jalisco
national
sinaloa
Quintana roo
Baja california sur
colima
National
Acapulco
24
NOTITUR 2014
Guerrero
Jalisco
national
sinaloa
Quintana roo
Baja california sur
colima
fiGure 4 contriBution of PassEnGErs on domEstic and forEiGn fliGhts to thE annual arrival of PassEnGErs in 2013 (PErcEntaGE Points)
amdetur.org.mx
StAtiSticS
sinaloa
national
Jalisco
colima
Guerrero
Baja california sur
Quintana roo
fiGure 5 wEiGht of thE tourist industry* in 2012 Economic activity (% of total valuE)
The mentioned indicators suggest that the tourist industry has become the prime engine of economic growth for Baja California Sur and Quintana Roo. Looking toward the future, to increase the economic impact of this industry, the biggest challenges that the states face will be attracting more foreign direct investment and increasing both the number of tourists and average spending by tourists during their stay.
colima
Guerrero
sinaloa
Jalisco
Quintana roo
Baja california sur
national
fiGure 6 forEiGn dirEct invEstmEnt in tEmPorary lodGinG sErvicEs in 2010-2013 (millions of us dollars)
Arnulfo Rodríguez Hernández
Arnulfo Rodríguez Hernández 26
NOTITUR 2014
INNOVATION HONESTY INTEGRITY
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ESTRATEGIAS CJR Carolina
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¿CÓMO EXPLICAR LO INEXPLICABLE? COMO BUCEAR CON EL TIBURÓN MÁS GRANDE DEL PLANETA. ALGUNAS COSAS NO LAS PUEDES EXPLICAR, LAS TIENES QUE VIVIR
ISLA HOLBOX, CANCÚN
VÍVELO PARA CREERLO
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