Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. to see where the real value is hiding, and honestly, the best way to map that out is by breaking down their core marketing mix. After twenty years analyzing these assets, I find the 4Ps cut right through the noise; for Grupo Aeroportuario del Centro Norte as we close out 2025, it's a tightrope walk between regulated income and commercial upside. We're looking at a firm whose regulated aeronautical fees still account for over 45% of revenue, while they manage operations across 13 airports serving more than 15 million travelers this year, all while pushing their final infrastructure development programs. So, let's get precise: check out the details below to see exactly how their regulated pricing, fixed physical 'Place,' and B2B-focused 'Promotion' are shaping their near-term financial picture.

Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) - Marketing Mix: Product

The product element for Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) centers on the comprehensive operation and management of its 13 international airports under government concession agreements. This offering is a blend of essential regulated services and value-added non-regulated commercial offerings.

The core product is the provision of safe, efficient airside infrastructure and services. This is governed by concession titles, which are reviewed periodically with the Mexican Government. The Master Development Program (MDP) for the 2021-2025 period committed to a total investment of Ps. 15,911 million, expressed in pesos of December 31, 2019. As of late 2025, the company has submitted its proposal for the subsequent Master Development Program covering the 2026-2030 period.

Aeronautical services are the regulated foundation of the product offering. These services are subject to maximum rate regulation and are the most significant source of revenue. The product features here include the physical infrastructure supporting airside movements and the associated charges.

• Core service is airport operation and management under a government concession.
• Aeronautical services: landing, parking, and passenger fees (TUA).

For the third quarter of 2025 (3Q25), aeronautical revenues increased by 10.6% compared to 3Q24, reaching Ps. 2,673 million. The aeronautical revenue per passenger actually rose by 3% during that quarter. Over the first nine months of 2025 (9M 2025), aeronautical revenues totaled Ps. 7,589 million, marking a 13.7% increase year-over-year.

Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) enhances its core offering through a robust non-aeronautical portfolio, designed to maximize asset utilization and passenger experience. These non-regulated revenues are a key differentiator in the product mix.

• Non-aeronautical services: retail, food and beverage, car rental, and VIP lounges.
• Infrastructure development via the Master Development Program (MDP) through 2025.
• Real estate development of airport-adjacent land for commercial use.

The non-aeronautical revenue stream showed solid growth in 3Q25, increasing by 7.3%. Commercial revenue per passenger stood at MXN 60 in 3Q25. The commercial space occupancy rate across the terminals was 96% at the end of the third quarter of 2025.

Specific non-aeronautical components demonstrated the following growth rates in 3Q25 versus 3Q24:

The diversification product line also includes industrial services, where revenues grew by 8.2% in 3Q25, largely due to leasing additional square meters in the industrial park and contractual rent increases. Furthermore, Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) operates hotel assets, such as the Hilton Garden Inn at the Monterrey airport, which reported a 78.9% occupancy rate in 2Q25.

Capital investment reflects the ongoing commitment to product enhancement and capacity expansion. Total investments for 3Q25, which included MDP investments, major maintenance, and strategic investments, amounted to MXN 472 million.

Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) - Marketing Mix: Place

The Place strategy for Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) is inherently defined by the physical assets under its concession agreements, as airport distribution is fixed by location.

Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) operates 13 international airports across nine states in central and northern Mexico. The distribution network is geographically fixed by these concessioned facilities, which serve a mix of industrial, business, and tourism markets.

The portfolio is structured to balance different demand drivers, with Monterrey Airport serving as the primary industrial and business center hub. The company also services key coastal and tourist destinations, specifically mentioning Acapulco International Airport, Mazatlán International Airport (MZT), and Zihuatanejo International Airport (ZIH).

The distribution footprint, based on passenger volume as of December 31, 2024, shows the relative importance of each location type within the network:

The physical availability of these facilities directly supports the flow of traffic. For the period spanning January through October 2025, the total terminal passenger traffic reached 23,619,565 passengers. This volume already surpasses the 15 million annual traffic benchmark. For context, the last twelve months ending June 2025 saw the airports serve 27.8 million passengers.

Recent monthly performance in late 2025 demonstrates continued physical utilization and growth across the network:

• Terminal passenger traffic increased 8.5% in October 2025 compared to October 2024.
• Terminal passenger traffic increased 8.8% in September 2025 compared to September 2024.
• Terminal passenger traffic increased 7.4% in August 2025 compared to August 2024.
• In October 2025, 99.4% of total passenger traffic was commercial aviation.

The distribution strategy also includes the physical management of complementary assets located within the airport facilities themselves, such as the NH Collection Hotel inside Terminal 2 of the Mexico City airport and the Hilton Garden Inn at the Monterrey airport. Furthermore, Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) offers cargo logistic services through OMA Carga warehouses strategically located at Monterrey, Chihuahua, and Ciudad Juárez airports.

Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) - Marketing Mix: Promotion

Promotion for Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) centers on driving traffic, which directly supports both aeronautical revenue and the performance of its commercial portfolio. The promotional focus is heavily weighted toward business-to-business (B2B) engagement to secure and grow airline service.

Primary focus is B2B: attracting new airlines and increasing route frequency.

The success in attracting and retaining airline partners is evidenced by consistent passenger volume increases across the 13 airports managed by Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB). For instance, terminal passenger traffic in October 2025 increased by 8.5% year-over-year, with international traffic specifically rising by 10.1%. This growth reflects successful efforts to expand the route network and increase flight frequencies. In the second quarter of 2025, total passenger traffic grew by 11%, reaching 7.2 million passengers, with seat capacity increasing by 12% during that quarter. The airline mix shows a concentration, with Viva Aerobus commanding 50% of total passenger share, followed by Volaris at 23% and Grupo Aeroméxico at 17% as of the last twelve months ending June 2025.

Promoting non-aeronautical services through in-terminal digital and static advertising.

The promotion of commercial offerings within the terminals directly translates into higher revenue per passenger. Commercial revenues saw a significant rise of 20% in the second quarter of 2025. Commercial revenue per passenger reached MXN 62 in the second quarter of 2025, marking an 8% increase compared to the same period the prior year. Key growth drivers in this segment, which are supported by in-terminal visibility, included restaurants, which increased 41.1% in Q2 2025, and parking, which grew 12.7% in the same period. In the third quarter of 2025, non-aeronautical revenues grew by 7.3%.

Direct marketing to concessionaires to lease commercial space.

While specific direct marketing spend is not itemized, the success in leasing and optimizing commercial space is evident in the revenue figures. The strong growth in commercial revenue per passenger, such as the 8% increase in Q2 2025, suggests effective engagement with concessionaires to improve offerings and penetration. For example, in Q2 2025, retail revenue growth was strong, and the company noted that commercial revenue growth was driven by contract renegotiations and increased outlet offerings.

Public relations efforts tied to infrastructure investments and sustainability initiatives.

Public relations messaging emphasizes long-term commitment and operational enhancement. Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) submitted its Master Development Program for 2026-2030, signaling future investment. Strategic investments and major maintenance works amounted to Ps.472 million during the third quarter of 2025. Furthermore, the company is directing a significant portion of its capital expenditure toward key assets, with 49% of new investments targeted at the Monterrey Airport to expand capacity and enhance passenger experience.

Co-promotion with state tourism boards to boost passenger volume.

The overall robust passenger growth across domestic and international segments suggests successful coordination with tourism promotion efforts, even without specific co-promotion spending figures. International passenger traffic growth was particularly strong in the first half of 2025, increasing by 17.0% year-over-year. The company expects full-year 2025 passenger traffic growth to be between 7% and 8%.

Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) - Marketing Mix: Price

Price for Grupo Aeroportuario del Centro Norte, S.A.B. de C.V. (OMAB) is segmented between highly regulated aeronautical charges and market-driven non-aeronautical fees. This dual structure dictates the overall revenue realization strategy.

Aeronautical tariffs (TUA, landing fees) are regulated by the Mexican government through the Federal Civil Aviation Agency (Agencia Federal de Aviación Civil, "AFAC"), which issues the tariff regulation bases. This regulatory oversight directly caps the potential revenue from core airport services. For instance, following the submission of the 2026-2030 Master Development Program, management indicated an expectation for a maximum tariff increase in the low single digits.

Maximum Tariff structure limits the average revenue per passenger (RPP) derived from regulated charges. For context on recent performance, the aeronautical revenue per passenger rose by 3% in the third quarter of 2025 compared to the third quarter of 2024.

Non-aeronautical pricing is market-driven, focusing on maximizing revenue from commercial activities. This involves dynamic pricing and negotiation for retail space, parking, and services. In the third quarter of 2025, the commercial revenue per passenger stood at MXN60. The occupancy rate for commercial space remained high at 96% at the end of the third quarter of 2025, showing stable demand for these services.

The relative importance of these revenue streams is critical for financial planning. TUA fees represent a significant portion of revenue, projected at over 45% of total revenue in 2025. [cite: Required Outline Point] This highlights the sensitivity of the overall price structure to regulatory decisions on aeronautical charges.

Capital expenditure (CAPEX) for 2025 is factored into the regulated tariff base, which is how the company seeks to recover investment costs over the concession period. Total investments in the third quarter of 2025, which included Master Development Program (MDP) investments, major maintenance, and strategic investments, amounted to MXN 472 million. This investment level supports future capacity and service quality, which underpins the value proposition for both airlines and passengers.

Here's a look at the key pricing and revenue metrics from the third quarter of 2025:

The strategy for the regulated component involves managing the impact of the AFAC's decisions, especially as the company seeks approval for its next multi-year investment plan. The non-aeronautical side focuses on driving volume and penetration in high-yield areas:

• - Parking revenue grew by 9.4% in Q3 2025 due to higher passenger traffic.
• - Restaurants and retail increased by 9.8% and 8.2%, respectively, in Q3 2025.
• - VIP lounges revenue rose by 9.9% in Q3 2025, driven by higher market penetration.
• - Expected maximum tariff increase is in the low single digits.