TRUE Expands Into Mexico

Peter Pincus, CCRA's chief commercial officer, presents the new expansion at Tianguis Turistico. // Photo by CCRA
Peter Pincus, CCRA's chief commercial officer, presents the new expansion at Tianguis Turistico. // Photo by CCRA

At the recent Tianguis Turistico in Acapulco, CCRA Travel Commerce Network announced the first international expansion of TRUE (Travel Retailer Enumeration Code) into the Mexico market.

The launch took place at Acapulco’s Resort Mundo Imperial and was led by Dic Marxen, president and CEO of CCRA, Peter Pincus, commercial director for CCRA, and Jorge Lerma, director of TRUE in Mexico.

“The TRUE code was established in 2001 in the U.S. with the principal objective for travel agents to utilize it as a commercial channel that enables them to generate commissions for the sale of travel products and services, and to receive payment of those commissions directly from travel providers,” said Peter Pincus, CCRA’s chief commercial officer. “Thanks to the TRUE system, participating agents are not dependent on other travel agencies, IATA consolidators, or online services. Currently the TRUE system is utilized by thousands of independent travel professionals in 80 U.S. cities.”

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In a release announcing the expansion CCRA said the TRUE system simplifies the booking and reservations process for travel agents, provides preferred rates and offers from hotels, strengthens business ties with travel providers and offers access to training and familiarization programs. 

Since being established 10 years ago, the TRUE code has grown to include over 200 travel providers, such as Starwood, IHG, Hilton Worldwide, NH and Radisson; tour operators including Abercrombie & Kent, Apple Vacations, Funjet Vacations, GOGO Worldwide Vacations; and attractions such as Universal Studios and Wald Disney Resorts & Parks, among others.

In Mexico, TRUE has developed partnerships with:

- Tour Operators: Mayorista Premier, Mex-Inca, Punta Del Este, Intermar Caribe, Quality, Julia Tours, Viajes De Gala
- Hotel/Hospitality brands: Nova Star, Krystal, Marquis, Radisson, Crown Plaza, CD Mex
- Attractions/Amusement Parks: Experiencias Xcaret, Ticket Hub
- Restaurants: Bellini

Throughout 2015, TRUE Mexico will continue to add more tour operators, hotel brands and chains, and independent hotels across Mexico’s key tourist destinations.

Via this platform, the aim is to generate in Mexico new revenue of hotel room nights in the range of $200 million, plus additional revenue from the sales of excursions, entertainment, food and beverage, and other travel related sales, CCRA said. 

Beyond the U.S. and Mexico, the TRUE network is now launching in Argentina, Canada, South Africa, and Spain. The network will soon as be launching in Brazil, Colombia and Peru.


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