Women in Mexico are still behind their North American counterparts when it comes to progress in the workplace or politics. Although they have achieved remarkable progress in the last twenty years, the fact is that Mexico is still quite a male dominated society. However, when it comes to the household, women in Mexico are queens. They exert enormous influence in the family or couple's decision making and in many instances they are the key decision maker. One area where women pretty much make the decision is in that of travel. Whether they travel with their partner or with the whole family, women are the key decision makers when it comes to travel. Men may dominate the workplace, but at home they aim to please when it comes to travel. If a Mexican woman does not want to go to a destination you can be sure the trip won't happen.
-Swishy is an up and coming publication from one of the largest travel trade publishers in Mexico, Grupo Boletur. It is the first magazine in Mexico exclusively targeting affluent women travellers. According to their data (it would be easy to find other surveys corroborating this. In my case I just have to look no further than my experience living in Mexico and my relatives and friends there):
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•95% of Mexican women are active decision-makers in the planning of a trip;
•1/3 are the main decision-makers
•80% of women consider vacations as a must have
•95% of Mexican women are active decision-makers in the planning of a trip;
•1/3 are the main decision-makers
•80% of women consider vacations as a must have
Barely two years old, the magazine is distributed in Mexico, South America and Miami. It is found in key high end spots, including several hotels, around Mexico with a circulation of 35,000 issues plus special inserts in the Mexican Reforma newspaper. It is also found aboard Aeromexico and LanChile flights.
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I have always been aware that content on the Canadá en Español sites should appeal to women as well as men. Going forward, with particular attention to the Canadamigos Social Network, there will be more content that appeals to this segment of the travelling public. For example, last year I covered Toronto's Fashion Week for my Blog de Canada.com and Toronto en Español. This year I plan to cover Montreal's Fashion week. When I was in Berlin last march attending the PhoCusWright Bloggers Summit at ITB, I ran into Magdalena Saldivar, Director of Sales at Swishy and Grupo Boletur. Since then we have in contact to discuss potential collaboration between Swishy and Canada en Español. In the meantime, this month I placed a full page ad on Swishy to promote the entire network of websites (clic on the images to see a large version). The issue features Toronto as an international fashion centre in an 8 page article.
Saludos,
Jaime Horwitz MBA
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