Tourism is one of the world’s largest industries. There are cities in the USA and countries like Mexico, Spain, Costa Rica, and many others in South America that have been even transformed by this great economic resource.
Among the Hispanics in the United States, the immigration phenomenon and the need to stay connected with their family have created a new vehicle and opportunity to expand Latin American tourism. Even though this industry is being threatened by international terrorism, which seriously affects communication and deployment, travel to their home country to visit relatives has not stopped. They also have a considerable interest to continue to learn about the Latin American culture and explore the countries where they came from.
In the U.S., Hispanic travel is growing at a faster rate than the general market. Its current economic impact is already estimated at more than $42 BILLION dollars annually based on the latest tourism report by Mandala Research.
While travel and tourism in the U.S. has taken huge hits in recent years because of high unemployment and high gas prices, Hispanics still continue with their family trips, spending more money per trip than the general population. Hispanics spend on average $785 per person on a trip while the general population only spends $708.
It is also estimated that 51% of Hispanic households have children in the household, compared with 38% of the general population. And of those, 42% of Hispanic households have children under 8 years old compared with 38% overall.
So, it is important to understand that when they are ready to take a vacation within the United States or overseas, they don’t travel away from their families; they travel to them and with them. Even on business trips, Hispanics tend to bring their family members, making a genuine trip out of it.
Based on Simmons NCS/NHCS survey spring 2011, one of the most common vacation activities Hispanics like to do are: sightseeing, go to the beach, shopping, and outdoor activities.
Hispanics represent a MULTI-BILLION dollar attraction for the travel industry, promoting tourism in the U.S. and abroad. However, there are still many companies from airlines to boards of tourism that are still not taking advantage of this booming market. It is a lack of understanding and taking charge. Many of them believe that they are already tapping into this market with their Anglo campaigns. Also, some of them assume that as Hispanics have to travel regardless, so there is no need for them to divide their marketing efforts and sell them “the family experience” in the language they feel more comfortable to engage with. If the Spanish language and culture already unites Latin Americans, then tourism should unite them even more. It is just a thought—and, one that could be easily capitalized upon right now.
Among U.S. Hispanics, the Internet is the main resource they use to book their travel. Make sure your site is mobile-friendly and also available in Spanish. Based on the latest Nielsen report “The State of Hispanic consumers,” it is estimated that 9 out of 10 Hispanics have Internet access but are less likely to have it at home (62% vs. 76%). They are 3 times more likely to have Internet access via a Mobile device (9% vs. 3%). Hispanics are 28% more likely to own a smartphone than Non-Hispanics (penetration 68% vs. 59%).
It is important to train your bilingual travel agents very well and give them the right tools and resources for them to share with Hispanic customers. They can also help you train their counterparts in South America. Do not rely on the travel agencies outside the United States to translate your English campaigns into Spanish. Your brand positioning will be at risk and mistakes will happen. The Hispanic initiative should be executed and managed by your corporate office so you can assure brand unification and eliminate misinterpretations.
Remember, understanding the culture and travel behaviors are crucial to capture this booming market. An unforgettable vacation is an experience that will last forever and your brand should be part of it.
