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

You're digging into how Grupo Aeroportuario del Pacífico, S.A.B. de C.V. is actually making money from running its airports right now, past the initial recovery hype. Honestly, their 4 P's strategy is a sharp balancing act between regulated utility and aggressive commercial growth. We see them committing MXP 43,185 million through 2029 to expand their 14 airports, while simultaneously pushing non-aeronautical revenue-think retail and property-to nearly 29% of their Q1 2025 total. It's a tightrope walk between regulated pricing power, where they expect to hit 93-97% of maximum tariffs by the end of 2026, and strategic route development, like those 8 new international routes to Canada in Q4 2025. Check out the breakdown below to see exactly how this mix positions them for the next five years.

Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) - Marketing Mix: Product

You're looking at the core offering from Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC), which is fundamentally the provision of infrastructure and essential services for air travel and commerce. The product isn't a physical good you put on a shelf; it's the entire airport experience, from landing to departure.

• Core product is the operation of 14 airports, providing essential aeronautical services.
• Strong push into non-aeronautical services, which represented 29% of total revenues in Q1 2025.
• Development of airport cities, like the Guadalajara Mixed-Use Building with a hotel and offices, adding 69,000 square meters for the new Terminal 2.
• Expansion of cargo services via the 2024 acquisition of a 51.5% stake in GWTC, a handling and storage group.
• Commitment to capacity expansion, aiming for a 60% growth in overall terminal capacity by the end of the 2025-2029 period.

The physical product is the airport itself, and Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) manages a network of 14 airports across Mexico and Jamaica. These facilities are the stage for all aeronautical services, which include air traffic control, landing, and passenger processing.

The strategic shift toward non-aeronautical revenue streams is a key product strategy, essentially monetizing the time passengers spend on the ground. This focus is paying off; in Q1 2025, these services accounted for 29% of total revenues. This growth is being driven by directly operated businesses, which saw their contribution to non-aeronautical revenues rise to 43% in Q1 2025.

Development of integrated commercial and business spaces, often termed airport cities, is central to enhancing the non-aeronautical product. For instance, the Guadalajara airport is undergoing a massive transformation. The new Terminal 2 development is planned to add 69,000 square meters of space, which will significantly boost capacity and commercial offerings. This development includes a hotel with 180 rooms. This is how you build value beyond just moving planes.

To diversify the product portfolio into logistics, Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) made a strategic move in 2024, acquiring a 51.5% stake in Guadalajara World Trade Center, S.A. de C.V. (GWTC). GWTC specializes in cargo handling and storage in free trade zones at Guadalajara and Puebla Airports, giving Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) direct experience in the cargo business, which is a product extension into logistics services.

The commitment to future capacity is baked into the Master Development Plan for 2025-2029. This investment aims to ensure the physical product can handle projected demand. Here's a quick look at the planned capacity increases across the network:

The expansion at Guadalajara is the centerpiece, with an investment of 22.4 billion pesos allocated to it, targeting a final capacity of up to 40 million passengers by 2029. The overall goal is to avoid becoming a bottleneck for regional economic growth, so the product must scale ahead of demand.

Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) - Marketing Mix: Place

Place, or distribution, for Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) centers on the strategic physical locations it operates and the network connectivity it provides to the market.

Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) operates a strategic network comprising 12 airports across Mexico's Pacific region and 2 airports in Jamaica, for a total of 14 operational locations.

The distribution strategy heavily favors key domestic markets, with the Guadalajara airport being the primary hub. This is reflected in the 2025-2029 Master Development Plan, where Guadalajara is slated to receive the largest share of capital investment at 44%.

The network's accessibility to key tourist markets is a major component of its distribution strength. For November 2025 traffic figures, the Puerto Vallarta airport showed a 4.5% increase in passenger traffic. Conversely, Los Cabos airport saw a slight dip, with traffic decreasing by 0.1% compared to November 2024. Overall, the total number of terminal passengers at GAP's 12 Mexican airports increased by 3.5% in November 2025 compared to November 2024.

The Tijuana airport offers a unique distribution channel directly into the United States market via the Cross Border Xpress (CBX), a pedestrian bridge connecting the terminal to San Diego. For the first nine months of 2025, the proportion of Tijuana airport passengers utilizing the CBX to cross the border was 31.5%.

Geographic diversification is achieved through the two Jamaican operations, Montego Bay and Kingston, though these locations faced immediate challenges following Hurricane Melissa in late October 2025. By November 2025, Montego Bay Airport traffic plummeted by 73.4% year-over-year, while Kingston Airport traffic saw a modest increase of 2.5%. The recovery of tourism infrastructure in Jamaica remains a critical factor for this segment's contribution to the overall network.

Here is a snapshot of the network footprint and recent performance data:

The distribution strategy is supported by significant planned infrastructure upgrades across the network, as detailed in the 2025-2029 Master Development Plan. You can see the planned focus areas below:

• Guadalajara airport is the primary recipient of capital, receiving 44% of the plan's allocation.
• Tijuana airport expansion is planned to increase terminal space by 47%.
• Los Cabos airport is allocated 13% of the total investment for the 2025-2029 period.
• The overall investment plan for the 12 Mexican airports totals MXP 43,185 million for 2025-2029.

The cross-border access at Tijuana is a unique distribution advantage, with CBX users representing 31.5% of that airport's traffic through the first nine months of 2025.

Finance: draft 13-week cash view by Friday.

Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) - Marketing Mix: Promotion

Infrastructure investment acts as a key promotional tool for Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC), signaling long-term commitment to service quality and capacity. The company has a committed capital investment of over MXP 43,185 million for its Mexican airports under the Master Development Program (MDP) covering the 2025-2029 period. This massive CapEx is a public declaration of intent to enhance the physical product you offer to passengers and airlines.

Route development is a major focus, directly impacting network appeal. In Q1 2025, Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) successfully added 13 new routes across its network. Furthermore, the push for international connectivity is evident with the launch of 8 new international routes to Canada scheduled for Q4 2025. These additions directly support marketing messages about increased accessibility and connectivity.

Targeted marketing to airlines and passengers is based on the new Master Development Program (MDP) and capacity increases. The MDP itself, with its planned spending, is a core piece of communication to airline partners about future handling capabilities. The focus on non-aeronautical revenue growth is also a promotional angle, showing diversification and investment in the commercial passenger experience. For instance, in Q1 2025, non-aeronautical revenues represented 29% of total revenues.

Investor relations and financial reporting promote confidence in the company's financial health, which underpins all operational and promotional activities. For the third quarter of 2025, the reported EBITDA reached MXP 5.1 billion, marking a 12.8% year-over-year growth. This solid financial footing is a promotion in itself to stakeholders, showing the business is sound enough to fund its growth plans.

Focus on enhancing passenger experience to drive non-aeronautical revenue is a defintely critical strategy. This focus translates into tangible promotional points, such as the growth in directly operated business lines. Here's a quick look at the performance metrics that support the promotional narrative around non-aeronautical growth:

The success of this strategy is visible in the breakdown of non-aeronautical revenue sources. You can see the shift in focus:

• Business lines operated directly by Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) increased their contribution to 43% of non-aeronautical revenues in Q1 2025.
• This is up from 30% in Q1 2024.

The company is actively communicating these infrastructure and route developments to position its airports as modern, growing hubs. Finance: draft 13-week cash view by Friday.

Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) - Marketing Mix: Price

You're looking at how Grupo Aeroportuario del Pacífico, S.A.B. de C.V. (PAC) prices its services, which is a mix of regulated government caps and market-driven commercial rates. It's not a simple sticker price, that's for sure.

Aeronautical revenues are locked into a regulated Maximum Tariff structure. This structure, approved by the Ministry of Infrastructure, Communications and Transport (SICT) through the Federal Civil Aviation Agency (AFAC), covers the entire 2025-2029 period for its Mexican airports. This five-year visibility is defintely a plus for long-term planning.

Pricing here involves several specific charges that make up the total cost to an airline. These include the departing passenger fee (TUA), aircraft landing fees, and security charges. For example, for 2025, the approved maximum tariff per workload unit for Guadalajara International Airport is set at 349.44 pesos, while Tijuana International Airport has a maximum tariff of 266.45 pesos. These figures are expressed in Mexican pesos as of December 31, 2023, and are subject to updates per the National Producer Price Index (NPPI), excluding petroleum.

The cost structure also includes mandatory payments to the government. Grupo Aeroportuario del Pacífico, S.A.B. de C.V. is required to pay an annual tax to the Mexican Government, through the SCT, for use of the public property, equivalent to 5% of each concession holder's annual gross revenues, according to the concession terms and the Mexican Federal Duties Law. This is a fixed percentage of the top line, not a variable fee.

Non-aeronautical pricing, on the other hand, is market-driven. This covers things like retail, parking, and food and beverage (F&B) concessions. This segment is showing strong pricing power, driving non-aeronautical revenue growth of 15.6% in Q3 2025 year-over-year.

Management sees this as a sign of pricing leverage. They expect to reach 93-97% of their maximum tariff by the end of 2026, which signals they are effectively capturing the maximum allowable revenue under the regulated framework. Here's a quick look at the 2025 maximum tariffs per workload unit for a few key airports:

The pricing strategy, therefore, balances regulatory compliance for core aeronautical services with aggressive, market-responsive pricing for commercial offerings. You can see the results in the Q3 2025 performance, where non-aeronautical revenue growth was 15.6%.

You should track the January 2026 tariff adjustments mentioned in recent commentary, as those will directly impact the aeronautical revenue base moving forward. Finance: draft 13-week cash view by Friday.