How Volaris is Courting Mexican-American Travelers
Photo courtesy of Volaris
Since its 2006 launch, Volaris has focused on intra-Mexico travel in its strategy to lure travelers from buses to airplanes. During the past few years, however, the budget carrier has refocused on bolstering its U.S. presence by addressing Mexican-Americans wanting to visit their families and friends living south of the border.
That game plan is apparently paying off, as Volaris currently provides service to 22 U.S. destinations that include four in the “Lone Star” state of Texas alone – Dallas, San Antonio, Houston and Austin. In July, the airlines added a new DFW-Monterrey route to complement its DFW-Guadalajara flight.
In the fourth quarter of 2016, Volaris plans to introduce two new routes to the U.S.
Mexico City-San Francisco flights will operate four times weekly, while Monterrey-Denver service will be offered twice a week.
In November, planned expansion and frequencies will include:
Guadalajara-Los Angeles (increased to 21 flights weekly)
Mexico City-Los Angeles (increased to two flights daily)
Zacatecas-Los Angeles (increased to four flights weekly)
Mexico City-Las Vegas (increased to nine flights weekly)
Leon/Guanajuato-Los Angeles (increased to five flights weekly)
The carrier is also considering Mexico City routes to markets including Miami, JFK, Houston and Dallas.
Competition may be stiff, however, since competitors like Southwest Airlines are planning to bolster cross-border service. A new bilateral agreement that went into effect last week will allow increased flights between the U.S. and Mexico.
According to Volaris’ chief commercial officer, Holger Blankenstein, the company’s target Mexico customer is the price-sensitive traveler who may have never flown and is accustomed to traveling by bus. For U.S. business, it’s the Mexican heritage population seeking inexpensive, direct service from the U.S. to Mexico.
The airline provides the first checked bag for free. It also features a fare club where travelers pay an annual membership fee and receive a guaranteed discount on top of the already low fares.
For a flight schedule, soon-to-launch flights and more details, visit Volaris.com.
More by Dawna L. Robertson
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