As the travel and tourism business changes, it’s essential to update your marketing approach to incorporate an audience you might not have thought about before. Hispanic travelers are the largest minority group in the U.S. and are a mostly untapped niche market that might help your destination come back to life.

Do you want to take advantage of the Hispanic travel industry but don’t know how to get started? To best serve your audience, you need to know what they want, why they want it, and how they do things. Hispanics in the U.S. have a deep connection to cultural values and things that drive them, which sets them apart from other minorities. We’ll look at trends among Hispanic and Latino travelers below so you can have a better idea of who your potential consumers are.

Hispanics of all socioeconomic levels are more likely to travel than non-Hispanics. But the travel business should really focus on wealthy Hispanics. Research from ThinkNow indicates that wealthy Hispanics take two additional vacations each year compared to wealthy non-Hispanics. They are taking more trips and spending more on each, which can add up.

Hispanic travelers are also taking more people with them, in addition to going on more trips and spending more money. In this society, family values are paramount, and travelers are more likely to bring their extended family and close friends on trips in the US and abroad.

You need to know how a small group of people with more money makes decisions before you can get their attention. Almost 60% of Hispanic respondents stated that their children influence their travel plans. This means that travel agents and locations should promote family-friendly activities that appeal to people of all ages.

Where are they going: International or Domestic?

Studies demonstrate that wealthy Hispanics are much more likely to go abroad than wealthy non-Hispanics. This little group of travelers wants to experience the world and go beyond the borders of the United States. You may contact these international travelers in a unique way by appealing to their cultural values and promoting excursions to their home countries. Such an offer will not only get their attention, but it will also make them feel like valued consumers.

Hispanic travelers like going on holidays abroad, but they can also be interested in places in the United States. Family and kids are essential to this group, so if you market your vacation site as the greatest place for families, you might be able to change the way they travel.

Do They Travel Independently or via a Travel Agency?

As with all underrepresented groups, Hispanics want to feel seen and heard by the travel industry, from advertising to bookings. The quest starts with a deep understanding of Hispanics and how identity, language, culture, and other factors impact their behavior, motivations, and purchase decisions.

Many people make their own travel plans and use the internet, while Hispanic travelers are more likely to use a travel counselor or travel agency. These tourists want an experience that fits their values and interests; thus, the best method to schedule a vacation that meets their needs is through a traditional travel agent.

Latino travelers often prefer using travel agencies due to factors like seeking assistance with planning, experiencing cultural connections, and valuing the expertise and local knowledge of travel advisors. They are searching for an experience that is tailored to their interests and values, so traditional travel professionals are the best way to book a trip that suits their needs.

How to Engage With Latino Travelers

How can you get the attention of a potential traveler when there are more messages than ever? You need to make a campaign that talks about things that matter to them.

As we’ve spoken about, Hispanics care a lot about their culture and beliefs, so places should make sure their message and positioning show this. This could mean advertising trips with Spanish-speaking tour guides as part of your marketing. 82% of Hispanic travelers think the tourism industry should value their business more; thus, even small changes like that can make your place stand out. You can generate business both now and in the future by ensuring that your Hispanic consumers feel seen and heard. You can also build a relationship that will draw them back.

While a picture can convey a thousand words, Hispanic and Latino travelers will not be attracted by images of beaches or mountains. Please consider offering your website and social media campaigns in Spanish to better reach potential visitors.

Research suggests that Hispanic tourists are more likely to book a trip with a travel agent who speaks Spanish. This means that your business should hire bilingual staff to serve this group of customers.

If you don’t strategically place your message, it may still fail. Put your material on the correct platforms at the right times so that it gets to the people you want it to reach. Spend some time looking into where Hispanic visitors are going or discovering an organization that is really good at creating chances for them to become involved. Is it a suitable starting point? Before you make your media plan and budget, learn more about the differences between travel marketing on Google and Facebook.

Hispanic travel influencers provide an excellent way to engage with a demographic that values culture and community. You can target Hispanic visitors by collaborating with influencers they already trust, offering them a stay or experience in exchange for posts on their platforms.

Whether you’re attempting to arrange a trip for fun or a big trip abroad, you can get a new perspective on your destination by tapping into the specialized market of Hispanic tourists.