The MAST Travel Network Has a Trump-Proof Plan for Mexico
Host Agency & Consortia MAST Travel Network Robin Amster February 14, 2017
The MAST Travel Network has asked its preferred suppliers, the Mexico Tourist Board and ASTA to support its action plan to promote travel to Mexico.
The plan comes in response to travelers’ anxieties about vacationing in Mexico given President Trump’s proposed Mexico border wall and the resulting political tensions. Also known as MAST Vacation Partners, the organization is an agency consortium and marketing network headquartered in the Midwest with members in 14 states and Canada.
MAST President and COO John Werner discussed the plan on a conference call with seven of MAST’s preferred suppliers plus ASTA and the Mexico Tourism Board.
According to Werner, Ana Sofia Lanczyner, the Mexico Tourism Board’s Midwest Director said Mexico has already launched a new “Welcome to Mexico” campaign with the message that Mexico welcomes everyone.
"While a number of political events are affecting the travel industry worldwide, my concern today is Mexico,” Werner told participants on the conference call. “MAST wants to work with our preferred suppliers serving Mexico in an effort to not let political events from causing a big drop in American vacationers and visitors to Mexico, which all our livelihoods depend on in some way."
The MAST plan includes a letter-writing campaign to Senate and Congressional leaders responsible for travel and tourism issues, drafting a list of talking points for travel professionals when speaking to clients about travel to Mexico, gathering testimonials, photos, and video from customers enjoying their Mexican vacations and allocating a portion of marketing and ad spend on a "Why go to Mexico" emotional experience campaign showcasing the people-to-people side of Mexico’s tourism professionals who serve U.S. vacationers.
Werner said everyone on the call agreed to address the Mexico travel situation.
“Everyone felt that being proactive is the best approach,” he said. “Even though sales so far this year are strong, the situation is changeable in an environment of uncertainty.”
READ MORE ASTA Says Trump's Travel Ban Is Having a Negative Effect on Travel
According to Werner, ASTA is providing contacts on Capitol Hill for participants to write to with their concerns while the Mexico Tourism Board and MAST preferred suppliers are providing talking points, statistics, and testimonials.
“In addition, the Mexico Tourism Board is providing marketing messaging MAST can use in its social media and web marketing activities,” Werner said.
“Some of the tour operators [on the call] had already begun working with the Mexico Tourism Board and have a team of people watching the situation, looking for trends and changes in booking activity,’ he added.
A MAST survey of its members last week found that more than 50 percent of clients with a planned trip to Mexico expressed concern about travel to Mexico. The survey drew responses from 166 agents in MAST’s 216 member agency offices.
The questions and answers to the survey were:
1) Within the last two weeks, have any of your clients with an upcoming trip to Mexico expressed concern about travel to Mexico?
57% - No
43% - Yes
2) Within the last two weeks, have any customers inquiring about a vacation told they do not want Mexico?
49% - No
52% - Yes
3) Within the last two weeks, have any of your clients canceled a trip to Mexico over safety concerns?
92% - No
8% - Yes
4) Within the last two weeks, have any of your clients expressed concern about traveling anywhere outside of the U.S.
51% No
49% - Yes
5) Within the last two weeks, have any clients that have canceled a trip to Mexico due to safety concerns, rebooked to another destination or have they postponed traveling?
20% - rebooked to another destination
80% - postponed traveling
The preferred suppliers on the MAST call were from Apple Vacations, Pleasant Holidays, All About Vacations, Travel Impressions, Amstar DMC, Classic Vacations, and AM Resorts.
For more information on MAST Travel Network, Mexico
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