Alex Zozaya
Recent highly publicized derogatory and inflammatory comments about Mexican immigrants entering the U.S. illegally made by Donald Trump, Republican presidential candidate, unleashed a firestorm of criticism from many quarters and prompted several high-profile organizations to sever ties with Trump. In the travel industry, Apple Leisure Group's (ALG) Apple Vacations and Travel Impressions as well as Pleasant Holidays announced the suspension of sales and promotions of Trump Hotel Collection properties. Alex Zozaya, CEO of ALG, talked with Mexico editor Gay Nagle Myers about the reasons behind his company's boycott and the reaction to it from industry partners.
Q: What prompted ALG to dump Trump?
A: This is not revenge. We did not do this against Trump. We are doing it for our partners, associates and principals. This is the least we can do. As a company with strong ties to Mexico and a company responsible for bringing more tourism arrivals to Mexico than any other company worldwide, it is irresponsible and insensitive to continue selling Trump-branded hotels. We cannot ignore such strong, disparaging statements leveled against the Mexican people and our business partners. This is not related to my being Mexican; this is racism and prejudice.
Q: What are the reactions from your Mexican partners and the travel industry?
A: Very supportive, very strong and very positive from the Mexican government and our Mexican partners who are happy to see such solidarity. I was never under any pressure from them. This action came from my heart and is consistent with ALG's values. I was surprised to see such immediate reaction and support from our Anglo-Saxon agents and partners who support this action. I'm glad to see there are people who think like us.
Q: Trump has been aggressive in using legal threats to go after those who have dropped his affiliated companies. Have you heard from the Trump organization?
A: They have other things on their minds. They have bigger problems and bigger boycotts to deal with than us. We did this because this is what we believe. We did not break any contracts. We are just exercising our right to cease selling and promoting the Trump properties and exercising our right not to renew contracts, which are up in November. There are no Trump properties in Mexico, some in New York, Chicago, Florida, Las Vegas, Honolulu and one in Panama that we sold to some leisure travelers. We're pulling an event in Chicago and substituting another venue.
Q: Are all ALG brands dropping Trump?
A: It's across the board, even though a brand such as CheapCaribbean does not even sell Trump.
Q: What would have to happen to bring Trump back into the ALG fold?
A: I see that [as] hard to happen. It requires an apology on his part to everyone, not just to the Mexican people. This is not part of Trump's personality and branding. He'd have to change his stance. He says what he means and he speaks his mind. His views are at odds with our own views. We have a deep appreciation for the work ethic and social values of Mexicans living in the U.S. and abroad. For ALG, this is a matter of ethics and values and what we believe.