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Insights into the Hispanic Travel Market

Insights into the Hispanic Travel Market. The Hispanic market. Video. Clearly the Hispanic market is growing…. with a Buying Power of $1 trillion. Source: Synovate 2010 U.S. Diversity Markets. Understanding the Diverse Hispanic Market. Indicators of Cultural Identity.

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Insights into the Hispanic Travel Market

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  1. Insights into the Hispanic Travel Market

  2. The Hispanic market Video

  3. Clearly the Hispanic market is growing… with a Buying Power of $1 trillion Source: Synovate 2010 U.S. Diversity Markets

  4. Understanding the Diverse Hispanic Market

  5. Indicators of Cultural Identity ATTACHMENT TO ORIGINAL CULTURE ATTACHMENT TO U.S. (HOST) CULTURE “I often celebrate holidays from Hispanic countries” “When I’m with non-Hispanics, I like to share more about my Hispanic heritage” “I have more Hispanic friends than non-Hispanic friends” “I enjoy eating traditional American food” “I enjoy living the American lifestyle and customs” “I try to keep up with Latin music, news or sports from Hispanic countries” “I often celebrate U.S. national holidays such as the Fourth of July and President’s Day” “My home has many things in it that remind me of my Hispanic heritage” Source: “Simmons Hispanic Data Resources.” PowerPoint presentation. American Library Association Midwinter Conference, January 2008.

  6. HISPANIC SEGMENTS Retained their Hispanic cultural heritage and have not adopted U.S. cultural behaviors Separated Fully assimilated into the U.S. host culture and left their original culture behind Integrated both original and U.S. host cultures into their lives Integrated Assimilated Anomic Not adopted U.S. host culture norms and traditions and have minimal association with original Hispanic heritage Source: “Hispanic Cultural Identification Scales and Segmentation” Simmons Market Research Bureau, Inc.

  7. Segmenting game (on my FB friends…) Anomic Integrated Separated Assimilated

  8. HISPANIC SEGMENTS Separated Integrated Assimilated Anomic

  9. THE Hispanic travel Audience

  10. International & Domestic Travel $58.7 billion was spent on travel in 2007 • INTERNATIONAL TRIPS (past 3 years) • 18% took 1 trip • 20%took 2 to 4 trips • DOMESTIC AIR ROUND TRIPS IN THE PAST YEAR • 14% took 1 trip • 13% took 2 to 4 trips Source: Scarborough R2, Chicago, Hispanics 2010 and Profile of Hispanic/Latino Leisure Travelers, 2008 Edition

  11. Travel Preferences 42% traveled by air in the past year 28% traveled to Mexico in the past 3 years Frequently bring family along to business meetings and conferences Source: Scarborough R2, Chicago, Hispanics 2010 and Viajar y Disfrutar, April 28, 2008

  12. Hispanic Travelers are Tech Savvy TRAVEL BLOGS Contribute to travel blogs and travelreviews more often than other travelers SMART PHONE More avid smart phone users to research accommodations, dining, and activities SOCIAL MEDIA Higher percentage of social media users than other travelers (42% compare to 36%) SOCIAL MEDIA Use social networking sites to learn more about travel deals, news, or promotions Source: Mandala Research, LLC October 2011

  13. In Summary, Hispanics are… Growing at a Rapid Rate Diverse Group Lucrative Market International and Domestic Travelers Travel Tech Savvy

  14. Tribune

  15. Multiple ways to connect to these buyers

  16. VISITFLORIDA.COM

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