In an environment in which digital economy turns around complete industries, innovation and consolidation of strategic alliances becomes essential for market permanence; it has been through these that the vacation property industry has sustained continuous growth.
In Latin America, Mexico continued to lead; of the 473,000 weeks sold in the region, approximately 250,000 were sold in Mexico. This represents $4,700 MDD in sales, of which the Cancun corridor is the main sales point with a 60% share, also being the number one destination in the country with an offer of 38,779 rooms only in timeshare.
And of course, PROVAC POSADAS has an important participation in these figures; we have 24 points of sale in Mexico that offer our products and making us an industry leader.
PROVAC en 2018
The year was a successful one for the Company; we closed with more than 74,000 members and travelers.
For fifth consecutive year we had historic sales: $155 MUSD, exceeding our own goal by 18% with respect to 2017 and making 2018 one of the best years in the history of PROVAC.
Moreover, we applied our PROVAC evolution model to different levels of the organization: pre-arrival, security, bell boys, reception, sales/hospitality stands, and concierge.
This was due to several strategic activities:
- 6X4 Program. We created six marketing programs for selling 4 products: Kivac, Live Aqua, Re_set, and Fiesta AmericanaVacations Club.
- We created a commercial certification area and a training program for qualified PROVAC executives; this increased business unit sales by 35% and will generate 354 million pesos in 2019.
- Marketing of experiences through which we offer our guests tailor-made, unique moments; this was reflected in a 3% increase in in-house penetration.
- Product: We improved the FADC member satisfaction index (24 points recommendation; 14 satisfaction, 12 repurchase)
In addition to the above, we carried out different actions that allowed us to achieve and exceed our goals; one of those actions, the renovation of the websites of all our products, increased the website reservation process by 30 points and communication by 14.
We improved our Customer Attention Call Center ending the year with 350,000 received calls, 150,000 reservations, 280 million reserved points, USD10 million incremental sales and 98% comprehensive attention.
From the maintenance fees of our members, we invested $172 million pesos on the remodeling of different properties: Fiesta Americana Los Cabos All Inclusive Golf & Spa ($67 Million pesos), Fiesta Americana Cancun Villas ($ 35 Million pesos), Fiesta Americana Cozumel All Inclusive ($12 Million pesos), and Fiesta Americana Acapulco Villas ($58 Million pesos).