墨西哥在线旅游网站AeroMexico vacations用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSPackage

holiday

portals:AeroMexico

vacations

users

inMexicoConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAeroMexico

vacationsusers

inMexico:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

AeroMexico

vacationsusers

inMexico(’’brandusers’’)

againstMexican

packaged

holidaybookers

ingeneral

(’’category

users’’),

and

theoverallMexican

onliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Mexico)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsAeroMexico

vacations

ranks

seventh

among

package

holiday

portals

in

MexicoManagement

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

inMexicoDespegar

MéxicoBestday28%28%BVolaris25%25%24%ExpediaKAYAK12%AeroMexico

vacationsTripadvisorLiverpool11%10%10%Coppel

Viajes6%4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=501,

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAeroMexico

vacationsismore

popularamong

Generation

Zthanotherpackageholiday

portals.Anhonest

and

respectable

lifeis

moreimportant

to

AeroMexico

vacationsusers

than

tootherpackaged

holidaybookers.Itstands

out

that64%

ofAeroMexicovacationsusers

wanttoexperiencesomething

uniqueduringtheirtravels.AeroMexico

vacationsusers

accesstheinternet

viaalaptoplessoften

thantheaverage

packagedholiday

booker.There

is

afairlyeven

splitofmale

andfemale

AeroMexico

vacationsusers.30%

ofAeroMexico

vacationsusers

areinnovators

or

early

adopters

ofnewproducts.AeroMexico

vacationsusers

tendto

likepostsbyother

usersless

often

thanother

packaged

holidaybookers.Fashion

and

beauty

arerelativelyprevalent

interests

of

AeroMexicovacationsusers.Compared

totheaverage

onliner,AeroMexico

vacationsusers

aremorelikely

to

haveahighincome.57%

ofAeroMexico

vacationsusersthink

thatunemployment

is

anissuethatneeds

to

beaddressed.AeroMexico

vacationsusers

rememberseeing

adsinonlinestores

lessoftenthan

other

packaged

holidaybookers.Petsarearelatively

popularhobbyamong

AeroMexico

vacationsusers.AeroMexico

vacationsusers

aremorelikely

to

liveinsmall

towns

thanpackaged

holidaybookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+AeroMexico

vacations

is

more

popular

amongGeneration

Z

than

other

packageholiday

portalsDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users43%43%13%0%Category

usersAllrespondents24%52%21%3%32%41%24%4%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=53,

AeroMexico

vacations

users,n=501,

packagedholiday

bookers,

n=12151,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

AeroMexico

vacations

usersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users49%51%Category

usersAllrespondents46%54%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202375%

of

AeroMexico

vacations

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico60%58%51%23%16%10%10%9%9%8%8%8%8%6%4%4%3%3%2%0%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

AeroMexico

vacations

users,n=501,

packaged

holiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Compared

to

the

average

onliner,

AeroMexico

vacations

users

are

more

likely

tohave

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users47%47%21%32%Category

usersAllrespondents24%29%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholidayfromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

AeroMexico

vacations

users,n=501,

packaged

holiday

bookers,

n=12151,all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

AeroMexico

vacations

users

arerelatively

likely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive43%32%31%26%21%18%17%17%15%11%11%8%8%8%7%6%6%6%4%4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;MultiPick;Base:n=53,

AeroMexico

vacations

users,n=501,

packaged

holiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

are

more

likely

to

live

in

small

townsthan

packagedholiday

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico36%34%23%23%22%21%19%18%18%17%13%11%

11%10%9%6%6%3%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

AeroMexicovacations

users,n=501,

packaged

holidaybookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

AeroMexico

vacations

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users9%89%2%3%Category

usersAllrespondents6%91%7%88%5%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

ismore

important

to

AeroMexico

vacations

usersthan

to

other

packaged

holiday

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico68%56%

56%46%45%43%37%40%36%34%39%38%35%35%35%31%30%28%28%25%

25%12%15%15%10%9%9%8%7%6%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityAdvancingmy

careerMaking

myown

decisionsHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:

n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relativelyprevalent

interests

of

AeroMexico

vacationsusersConsumer

lifestyle:

main

interestsTop10

interestsofAeroMexico

vacations

usersinMexico67%64%62%60%58%58%58%58%56%55%53%53%49%49%48%38%48%47%46%46%45%46%45%38%43%42%42%39%31%38%Movies,TVshows&musicScience

&technologyTravelFashion&beautyFood

&diningHealth

&fitnessSportsFinance&economyArts&literatureCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

AeroMexico

vacations

users,n=501,

packagedholiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pets

are

a

relatively

popular

hobby

among

AeroMexico

vacations

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAeroMexico

vacations

usersinMexico66%62%58%54%52%52%51%51%51%49%47%46%45%44%43%43%43%41%42%42%42%39%40%39%37%36%36%34%33%25%Video

gamingTravelingPetsSocializingReadingCars/vehiclesOutdooractivitiesDoing

sportsandfitnessCooking/bakingTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=53,

AeroMexicovacations

users,n=501,

packagedholiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

are

more

likely

to

do

yoga

or

pilates

than

otherpackaged

holiday

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAeroMexico

vacations

usersinMexico33%30%28%25%25%22%21%20%19%19%19%18%13%17%17%14%14%13%12%12%11%11%11%9%9%8%7%7%7%6%Running/JoggingSoccerBasketballYoga

/PilatesCyclingFitness,aerobics,cardioSwimming/DivingAmericanFootball

/FlagFootballDancingHikingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=27,

AeroMexico

vacationsusers,n=314,

packaged

holiday

bookers,

n=6286,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

are

more

likely

to

follow

baseball

than

otherpackaged

holiday

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAeroMexicovacations

usersinMexico39%38%34%31%29%26%25%25%24%17%21%20%19%19%19%17%15%14%13%13%13%12%11%11%8%8%8%7%7%4%SoccerAmericanfootballBaseballBasketballBoxingMotorsportsTennisVolleyballMixedMartial

ArtsCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=25,

AeroMexico

vacationsusers,n=223,

packaged

holiday

bookers,

n=4646,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

64%

of

AeroMexico

vacations

users

want

to

experiencesomething

unique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

inMexico64%59%57%57%51%52%48%39%

39%38%36%33%31%28%24%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

I’mon

vacation,When

itcomes

totraveling,Ialways

look

traveling,sustainabilityforthecheapest

offerAllrespondentsWhen

itcomes

toasaguideisimportant

tomeBrand

usersCategory

users21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

AeroMexico

vacations

users,n=501,

packagedholiday

bookers,

n=2028,

all

respondentsConsumer

Insights

Global

as

of

August

202330%

of

AeroMexico

vacations

users

are

innovators

orearly

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico42%

41%40%29%26%21%21%19%18%13%12%9%4%4%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

202357%

of

AeroMexico

vacations

users

think

that

unemployment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoAeroMexico

vacations

users72%70%63%57%62%62%60%57%58%56%55%55%54%52%49%49%45%40%46%45%43%42%41%40%40%38%38%34%34%30%UnemploymentCrimeEducationPovertyEconomicsituationFood

andwater

security

social

securityHealth

andEnvironmentRising

prices/inflation/cost

of

livingHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

AeroMexico

vacations

users

tendto

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users11%28%43%17%Category

usersAllrespondents25%24%32%30%13%30%27%19%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

AeroMexicovacations

users,n=501,

packaged

holidaybookers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsAeroMexico

vacations

users

access

the

internet

via

a

laptop

less

often

than

theaverage

packaged

holiday

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet91%89%87%83%81%70%70%68%66%64%62%58%57%54%51%49%

49%50%46%45%45%45%38%38%34%31%24%SmartphoneSmart

TVGaming

consoleTabletLaptopDesktop

PCStreaming

device

Smart

speakersSmartwatchBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

booked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

tend

to

like

posts

by

other

users

less

often

thanother

packaged

holiday

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype68%66%64%65%62%62%63%61%61%52%59%57%54%53%49%

49%39%49%46%43%43%42%40%41%36%32%28%

28%

28%20%10%8%6%2%1%1%SentprivatemessagesFollowedpeoplePostedpictures/videosCommentedon

postsLikedcompanypostsLiked

posts

Posted

textsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusers/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

booked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

tend

to

read

daily

newspapers

more

often

thanpackaged

holiday

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks86%85%84%81%81%80%78%76%73%70%65%64%62%58%57%56%53%51%48%46%44%44%45%40%30%40%36%28%34%26%10%8%4%TVDigitalvideocontentMovies

/cinemaDigitalmusic

OnlinenewsPodcastsDailynewspapersOnlinemagazinesRadioMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=50,

AeroMexicovacations

users,n=250,packaged

holiday

bookers,n=6058,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

remember

seeing

ads

in

online

stores

less

oftenthan

other

packaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAeroMexico

vacations

usersinMexicohavecome

across

digital

advertisinginthepast4weeks63%58%58%52%52%49%48%47%45%45%42%40%39%37%36%36%35%34%32%32%30%31%28%28%28%26%25%25%18%11%Video

portals

Video

streaming

Video

gamesservicesSocial

mediaWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsOnlinestoresOtherappsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:n=53,

AeroMexicovacations

users,n=501,

packaged

holiday

bookers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023AeroMexico

vacations

users

remember

ads

they

saw

in

printed

dailynewspapers

more

often

than

other

packaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks63%56%55%55%53%47%45%44%42%40%40%40%30%32%31%28%

28%28%25%23%22%21%21%17%OnadvertisingspacesOnTVDirectly

inthestoreInprinteddailynewspapersAtthemovies/cinemaOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

from