Hispanic & Latino Travelers

Market size

Hispanics are the largest minority group in the US, accounting for 14.8% of the national population (US Census Bureau, 2006). They are also the fastest growing minority group, estimated to comprise 20% of the population by 2012 if current growth rates hold. Minnesota’s Hispanic population is currently 3.8% (up from 2.9% in 2000), and the number of Latinos in the state is projected to increase by 98% between 2000 and 2015 (MN State Demographic Center, 2005). 2005 research indicates that the Hispanic market is divergent, based on age and lifestyle (Cam Jensen-Campbell, 2005). The younger generation is eager to assimilate to the American lifestyle, often speaking English predominately and being very technologically savvy (i.e. internet). Immigrants and older Hispanics prefer to communicate in Spanish and are less likely to use internet sites for travel planning.

Buying power

Hispanic buying power tripled from 1990 to 2003 and their median household income increased by 20%; more than three times the national average (Cam Jensen-Campbell, 2005). According to a report from the University of Georgia’s Selig Center for Economic growth, the Hispanic community’s purchasing power comprises the world’s ninth biggest economy, and is projected to reach $1 trillion by 2010.

Demographics

One-third (33%) of Hispanic trips include children under 18. Heads of Hispanic households are an average of 40 years old and nearly half of these “heads” have a college degree or more (TIA, 2003).

Leisure travel

The majority (77%) of Hispanics report travelling for purposes of leisure (Cam Jensen-Campbell, 2005). Favorite travel activities include: visiting family and friends, shopping, and outdoor recreation (TIA, 2003). Between the years of 2000-2002, Hispanic travel increased at 10 times the national average (20% and 2% respectively).

Marketing suggestions

• Be aware of varying demographics and “geo-graphics” within the Hispanic population. The Hispanic culture varies significantly in different parts of the country. For example, Hispanics in California are likely from Mexico, those in New York are likely from Puerto Rico, and those in Florida are likely of Cuban descent (Stock & Tupot, 2003).
• Do not overlook the growing Hispanic business market. Hispanics often merge business and leisure travel, bringing family-groups along to meetings and conferences (Viajar y Disfrutar, 2008).
• As Latinos are increasingly plugged into the internet, advertisers should develop web-based marketing strategies (Cam Jensen-Campbell, 2005).

Associations and Organizations

• Hispanic Market Weekly.
• The National Tour Association (NTA).
• Travel Industry Association (TIA).
• Marketing y Medios: Hispanic marketing resource with information for free and for purchase.
• Portada Magazine: Hispanic Advertising, Marketing and Media magazine online.
• Association of Hispanic Advertising Agencies (AHAA)
• United States Hispanic Chamber of Commerce

State and Regional Articles

• Enhanced Market Profile: Minneapolis and Saint Paul (Report for purchase from Hispanic Market Weekly).
• Bienvenidos Chicago: Wisconsin Dept. of Tourism recognizes the Hispanic tourism market.
• Latino Chicago: Slide show and links regarding Chicago’s growing Latino population.
• MN Population Projections by Race and Hispanic Origin: 2000-2030 (MN State Demography Center, 2005).

Select Publications and Reports

• Today’s Hispanic Consumer (Cam Jensen-Campbell, VP Creative & Marketing, & usdm.net®; April, 2005).
• A Special Report on the Hispanic Travel Industry (Viajar y Disfrutar; April 28, 2008).
• Hispanic/Latino Market Profile (Magazine Publishers of America, 2007)..
• Hispanic web users are moving strongly to travel sites, says comScore study.
• Hispanic Promo (Alternative and Innovative Marketing; August, 2006).
• National Council of La Raza: Summary of findings from a Philadelphia Conference (September, 2005).
• Hispanic Travel Industry, New Opportunities (Contacto Magazine, 2008).
• Hispanic Americans are the Heaviest Media Users (Travel & Tourism Hot News; May 15, 2008).
• Chasing the Hispanic Tourist Trade (East Valley Tribune; September 3, 2006).
• Hispanics Latinos Travel (Ahorre.com; July 6, 2005).
• Hola Surfers! (FastCompany.com; March, 2008).

Other Related Articles

• Multilingual GPS Tours (Internet Marketing Resource, 2008).
• Canadamigos: Social Networking site for Hispanic tourists (Canadian Tourism; May 13, 2008).
• National Tour Association Profile of Hispanic Tourists (March, 1997).
• Get them while they’re young. Targeting Hispanic backpackers and Web 2.0 (Canadian Tourism; June 18, 2008).

References

• Cam Jensen-Campbell, VP Creative Marketing, & usdm.net. (2005). Today's Hispanic Consumer
• A Special Report on the Hispanic Travel Industry. (April, 2008). Hispanic Market Weekly, Viajar y Disfrutar.
• Stock, T., & Tupot, M. (2003). Consumer Profile: The Hispanic Traveler. scenarioDNA.
• Travel Industry Association (TIA). (2003). The Minority Traveler. Washington, D.C.
• US Census Bureau. (2006). Downloaded on July 3, 2008 from http://quickfacts.census.gov/qfd/states/27000.html.

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Profile of the Hispanic/Latino Traveler

Hispanics are the largest minority group in the US

Hispanic buying power tripled from 1990 to 2003

One-third (33%) of Hispanic trips include children under 18

Majority (77%) of Hispanics report traveling for leisure