Study: 37% of agents report Mexico bookings up in 2004

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Art PfenningHow popular is Mexico? When Travel Weekly asked travel agents which destinations are more popular than Mexico, 42% said the Caribbean is more popular, 39% gave the nod to Hawaii and 34% said clients preferred Las Vegas.

Still, 37% of agents report that Mexico bookings have risen compared with 2003; 12% said they have decreased. Mexico bookings over the next 12 months are tracking upward -- 53% expect they will increase; 2% expect they will drop. Those predicting a gain say bookings will rise 19%, on average.

Agents said they especially influence Mexico bookings when clients buy travel pack- ages (93%), hotel (85%), air (74%) sightseeing (55%) and activities (54%). Agents said Cancun/Cozumel provides the best marketing support among Mexican destinations (74%). Ninety-three percent said Cancun/Cozumel is the most popular Mexican destination among clients.

The rank in popularity of destinations among clients mirrors how agents rank the amount of marketing support they say they get from those destinations.

Art Pfenning is the research director for Northstar Travel Media, Travel Weeklys parent company. For information on how research can help your business, or if you are interested in having NTM Research conduct your next project, contact Pfenning at [email protected].

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