Volaris and Viva Aerobus have announced a strategic merger aimed at forming a new airline group, the Mexican Airline Group. This merger, structured as a merger of equals, is expected to finalize in 2026, pending regulatory approval expected within the next year. The new entity will preserve the distinct brands and operations of both airlines while benefiting from enhanced economies of scale. Roberto Alcántara Rojas, who currently chairs Viva Aerobus, is set to lead the new holding company.
The combined airlines command a substantial share of Mexico’s domestic market, estimated at 71-75%. As of 2024, recent data indicates that Viva Aerobus holds about 38% of the market, while Volaris has around 33%. Both airlines aim to maintain a marketing focus on “ultra-low-cost” travel, specifically targeting passengers who typically utilize long-distance bus services, and are working towards increasing air travel adoption throughout Mexico.
In terms of international reach, the U.S. market plays a crucial role for both airlines, representing over 70% of their international traffic. From January to November 2025, Viva Aerobus transported approximately 2.7 million international passengers, reflecting a 15.6% increase from the previous year, while Volaris reported an increase of 3.7%, totaling 5.9 million passengers. However, in a recent development, the U.S. revoked approval for 13 routes from Mexican airlines, highlighting ongoing competitive challenges.
Viva Aerobus will also be recognized as the official airline sponsor of the Mexican National Team for the upcoming FIFA Men’s Soccer World Cup, enhancing its visibility and engagement in international sports.
Meanwhile, Visit Lauderdale has launched an ambitious global brand campaign titled “Never Lose Your Splash.” This campaign aims to encapsulate the unique experiences Greater Fort Lauderdale has to offer, from vibrant dining to cultural exploration. The initiative debuted during CNN’s New Year’s Eve Live broadcast, showcasing the destination’s celebratory energy to a broad audience. Highlighting the area’s connection to water, the campaign encourages both first-time visitors and returning travelers to rediscover the joy of exploration in Greater Fort Lauderdale, which features extensive beaches and waterways.
In the realm of sports marketing, Jim Beam has kicked off its “Refresh Your Season” campaign, starring comedian Kenan Thompson. The campaign encourages fans dealing with postseason disappointment to embrace enjoyment with Jim Beam and lemonade. The campaign is designed to resonate with fans, fostering connection and enjoyment even in the face of defeat. Moving forward into 2026, Jim Beam plans to execute a comprehensive media strategy across various platforms, engaging with fans in real time and celebrating the spirit of camaraderie.
As these initiatives unfold, the landscape of travel, leisure, and sports continues to evolve, driven by innovative marketing strategies aiming to enhance passenger experiences and brand engagements. The future looks promising for both the airline industry and destination marketing as they adapt to changing consumer preferences and the ongoing revival of leisure travel.