Volaris counting on converting Mexico’s bus passengers as 2021 growth driver

Volaris is emerging from the pandemic as the largest airline in Mexico, consolidating its position as Aeromexico retrenches in bankruptcy and Interjet’s woes left it unable to pay its fuel bills. Volaris expects to exceed its 2019 capacity in the second quarter, stoked, in part, by going after Mexico’s large bus market. Although this isn’t a new strategy for Volaris, the ultra-low-cost carrier plans to step up its efforts to convert bus passengers to air travel, the company said in an investor update this week. The market is huge. Mexico’s bus lines transport about 3b passengers annually. Of that 3b, Volaris estimates about 700m are bus trips of six or more hours. The argument Volaris will emphasize this year is that air travel is not just quicker but cheaper as well. The average bus fare from Mexico City to Tijuana is 2,243 pesos ($113), while the average Volaris fare on the route is $62, the company said. The trip takes 30 hours by bus and 4 hours by air. The company sees potential to convert another half million bus passengers this year through marketing and education campaigns. <br/>