The U.S. is home to nearly 53 million Hispanics, according to the Pew Research Center's Hispanic Trends Project. At 17 percent of the population, Hispanics have become the nation's largest minority group, generating an impressive $1.5 trillion in purchasing power by 2015.
With annual leisure travel spending close to $56 billion, travel sellers have a unique opportunity to say "Ol" to Hispanic travelers, one of the hottest growing segments in the travel and tourism industry.
Hola Latinos!
As a group, Latinos spend more on vacations than their non-Hispanic counterparts. According to the National Tour Association's Hispanic Traveler Research Project unveiled at the 2013 ASTA Global Convention, Hispanic travelers spend an average $758 per person on a week-long vacation, compared to $708 among the general population.
A 2014 Best Western International study on the travel habits of U.S. Hispanics offers additional insights into this growing market:
- They use mobile. More than 25 percent of survey respondents reported booking travel reservations via a mobile phone.
- They travel together. Hispanics are multi-generational travelers: 70 percent reported traveling with a family member from a younger generation; 60 percent reported traveling with an older relative.
- They do research. Empowered by information gathered online from OTAs, branded websites and social media, more than 90 percent of travelers research their options before booking.
- They mix business & pleasure. Almost 60 percent are somewhat likely to extend a business trip by one or more days to add leisure time to the trip.
Become their aficionado
Large online travel agencies have begun to focus on this market by offering Spanish-language content and marketing campaigns that cater to Hispanic audiences. In 2012, Orbitz.com launched a full-service Spanish-language website to serve Spanish-speaking online shoppers.
Smaller leisure agencies and tour operators are also carving out a niche, like Festival Travel, a tour operator in Anaheim, Calif., that caters to Hispanic travelers heading to Europe, the Middle East and Asia. Trips led by Spanish-speaking tour guides are on the rise in the company's retail and wholesale segments.
Customers are numero uno
How can leisure travel sellers of all sizes approach this growing segment - and attract Hispanic travelers with the personalized products and services they expect? The most important thing is to speak their language.
- Content in Espa?ol. While Hispanics are multicultural and bilingual, a great majority prefer to book travel on sites that offer a Spanish option. Also, ensure your website is optimized for smaller smartphone and tablet screens.
- Social media. Appeal to Hispanic audiences by creating Spanish-only campaigns and content on social media sites like Facebook, Twitter and Instagram.
- Bilingual professionals. Latinos prefer to purchase their trips through Spanish-speaking travel counselors, so hire knowledgeable bilingual experts. The same goes for tour guides who accompany international travelers.
- Universal language of trust. If you have a website, include a Spanish-language section that describes your company's history and service offerings. Showcase your strengths and expertise with credible content and photos. Highlight loyal customers by featuring their testimonials, blogs, videos and travelogues.
With greater Hispanic travel spending on the rise, Latinos are becoming an important segment for the U.S. travel and tourism industry. Solutions like Amadeus Offers helps you create and sell winning travel proposals in 28 languages - including Spanish! By understanding and meeting your Hispanic customers' needs, you'll become their trusted travel advisor - and amigo - for life!
How does your company attract and retain Hispanic (or other ethnic) travelers?
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