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Hispanics and Travel - US - August 2010

With a skyrocketing purchasing power and a penchant for travel both national and abroad, the Hispanic consumer deserves increased attention from the travel market. Hispanics spend more than any other ethnicity on domestic travel, and travel more internationally per year than the average American. Spanish-language advertising has traditionally targeted the working class, typically unacculturated Hispanic consumer, but times are changing. Spanish-language and bilingual media are in their prime, and the new consumers of these media are educated, professional, middle-income and affluent Hispanic audiences. The possibilities for reaching Hispanics who enjoy and can afford travel have never been better. This report provides marketers with a deeper understanding of the various cultural values and economic factors that influence the Hispanic travel consumer.

Readers of this report will learn:

  • How the new economy has affected Hispanic spending patterns when it comes to travel and how travel companies can adapt their marketing to accommodate these changes
  • The best medium of advertising for reaching the Hispanic traveler, based on differences in income, acculturation and language preference within the Hispanic population
  • How airlines, car rental companies, hotels, tour operators, cruise lines and theme parks can advertise to the appropriate group of Hispanic consumers
  • The most popular English and Spanish-language/bilingual magazines, channels and websites among Hispanics, as well as the methods for targeting the appropriate Hispanic audience when using these media
  • Hispanics’ preferred hotels, airlines and theme parks and how these companies have successfully captured the Hispanic consumer

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer Expenditure Survey
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • A profile of the travel-minded Hispanic consumer
                        • Changes in expenditures
                          • Frequency of travel
                            • Reasons for not traveling
                              • Online travel purchases
                                • Domestic travel
                                  • Frequency of travel
                                    • Expenditures on travel
                                      • Means of transportation
                                        • Preferred travel activities
                                          • International travel
                                            • Frequency of travel
                                              • Expenditures on travel
                                                • Means of transportation
                                                  • Preferred travel activities
                                                    • Cruise ship vacation
                                                      • Likelihood of taking a cruise
                                                        • Preferred destinations
                                                          • Theme parks
                                                            • Likelihood of visiting a theme park
                                                              • Preferred theme parks
                                                                • Accommodations
                                                                  • Length of stays
                                                                    • Preferred accommodations
                                                                      • Booking methods
                                                                        • Marketing and advertising
                                                                          • U.S. Hispanic population
                                                                            • Demographics
                                                                              • Acculturation
                                                                              • Insights and Opportunities

                                                                                • Hispanics are travelers
                                                                                  • Hispanics spend money
                                                                                    • The New Latino
                                                                                      • Hispano-America
                                                                                      • Inspire Insights

                                                                                          • Trend: Nomadic exploration
                                                                                            • What's it about?
                                                                                              • What we've seen
                                                                                                • Specifics
                                                                                                  • Implications
                                                                                                    • Trend: Retro-acculturation
                                                                                                      • What's it about?
                                                                                                        • What we've seen
                                                                                                          • Specifics
                                                                                                            • Implications
                                                                                                            • A Profile of the Travel-minded Hispanic Consumer

                                                                                                              • Key points
                                                                                                                • A third of Hispanics are spending less on travel
                                                                                                                  • Higher-income households have reduced travel the most
                                                                                                                      • Figure 1: Travel expenditure changes in the Hispanic household, by household income, April 2010
                                                                                                                    • Spanish-dominant Hispanics are spending more on travel
                                                                                                                        • Figure 2: Travel expenditure changes in the Hispanic household, by language spoken in the home, April 2010
                                                                                                                      • Travel within the U.S.
                                                                                                                        • Hispanics travel mostly to the Southwest
                                                                                                                          • Figure 3: States visited in the past 12 months, November 2008-December 2009
                                                                                                                        • English-dominant Hispanics are more likely to travel domestically
                                                                                                                            • Figure 4: Reason for taking a trip within the U.S. in the past 12 months, by language spoken in the home, April 2010
                                                                                                                          • Household income impacts personal and business travel
                                                                                                                              • Figure 5: Reason for taking a trip within the U.S. in the past 12 months, by household income, April 2010
                                                                                                                            • Travel outside the U.S.
                                                                                                                              • Lower household income is not a deterrent for traveling internationally
                                                                                                                                  • Figure 6: Reason for taking a trip outside the U.S. in the past 12 months, by household income, April 2010
                                                                                                                                • Spanish-dominant are more likely to travel internationally
                                                                                                                                  • Figure 7: Reason for taking a trip outside the U.S. in the past 12 months, by language spoken in the home, April 2010
                                                                                                                                • Reasons for not traveling
                                                                                                                                  • Men and women have different reasons for not traveling
                                                                                                                                      • Figure 8: Reasons for not traveling in the past 12 months, by gender, April 2010
                                                                                                                                    • Regardless of household income, financials impact travel
                                                                                                                                        • Figure 9: Reasons for not traveling in the past 12 months, by household income, April 2010
                                                                                                                                      • Online travel arrangements
                                                                                                                                        • Level of education impacts online travel purchases
                                                                                                                                            • Figure 10: Hispanics’ purchase of travel services online, by educational attainment, April 2010
                                                                                                                                          • English-dominant are more likely to make travel arrangements online
                                                                                                                                              • Figure 11: Hispanics’ purchase of travel services online, by language spoken in the home, April 2010
                                                                                                                                            • Methods for booking air travel
                                                                                                                                              • Household income impacts how travels are booked
                                                                                                                                                  • Figure 12: Method for booking airline tickets for trips taken in the past 12 months, by household income, April 2010
                                                                                                                                                • Non-internet booking remains popular among Hispanics regardless of language
                                                                                                                                                  • Figure 13: Method for booking airline tickets for trips taken in the past 12 months, by language spoken in the home, April 2010
                                                                                                                                              • Domestic Travel

                                                                                                                                                • Key points
                                                                                                                                                  • Frequency of travel
                                                                                                                                                    • Figure 14: Number of domestic trips taken in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                  • The Hispanic traveler
                                                                                                                                                    • Domestic travel is affected by household income
                                                                                                                                                      • Figure 15: Number of domestic trips taken by Hispanics in the past 12 months, by household income, November 2008-December 2009
                                                                                                                                                    • English-dominant are more likely to travel domestically
                                                                                                                                                      • Figure 16: Number of domestic trips taken by Hispanics in the past 12 months, by language spoken in the home, November 2008-December 2009
                                                                                                                                                    • Amount spent on a domestic trip
                                                                                                                                                      • Figure 17: Amount spent on each domestic trip taken in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                    • The Hispanic traveler
                                                                                                                                                      • Those with children spend almost the same as those without when traveling
                                                                                                                                                        • Figure 18: Amount spent on each domestic trip taken by Hispanics in the past 12 months, by presence of children in the household, November 2008-December 2009
                                                                                                                                                      • Means of transportation
                                                                                                                                                        • Figure 19: Means of transportation for domestic trips taken in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                      • The Hispanic traveler
                                                                                                                                                        • Household size impacts mode of transportation
                                                                                                                                                          • Figure 20: Means of transportation for domestic trips taken by Hispanics in the past 12 months, by household size, November 2008-December 2009
                                                                                                                                                        • Majority of Hispanics travel by car, regardless of household income
                                                                                                                                                          • Figure 21: Means of transportation for domestic trips taken by Hispanics in the past 12 months, by household income, November 2008-December 2009
                                                                                                                                                        • Activities realized during your trip
                                                                                                                                                          • Men and women enjoy visiting family and friends
                                                                                                                                                            • Figure 22: Activities realized during domestic travel, by gender, April 2010
                                                                                                                                                          • Spanish-dominant are nature lovers
                                                                                                                                                            • Figure 23: Activities realized during domestic travel, by language spoken in the home, April 2010
                                                                                                                                                        • International Travel

                                                                                                                                                          • Key points
                                                                                                                                                            • Frequency of travel
                                                                                                                                                              • Figure 24: Number of international trips taken in the past three years, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                            • The Hispanic traveler
                                                                                                                                                              • Household income does not impact frequency of international travel
                                                                                                                                                                • Figure 25: Number of international trips taken by Hispanics in the past three years, by household income, November 2008-December 2009
                                                                                                                                                              • Language preference does not impact frequency of trips
                                                                                                                                                                • Figure 26: Number of international trips taken by Hispanics in the past three years, by language spoken in the home, November 2008-December 2009
                                                                                                                                                              • Amount spent on an international trip
                                                                                                                                                                • Figure 27: Amount spent on each international trip taken in the past three years, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                              • The Hispanic traveler
                                                                                                                                                                • Higher household income means greater expenditure per trip
                                                                                                                                                                  • Figure 28: Amount spent on each international trip taken by Hispanics in the past three years, by household income, November 2008-December 2009
                                                                                                                                                                • Spanish-dominant spend more per trip
                                                                                                                                                                  • Figure 29: Amount spent on each international trip taken by Hispanics in the past three years, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                • Preferred countries to visit
                                                                                                                                                                  • Figure 30: Top 10 countries that Hispanics have visited in the past three years, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                • Means of transportation
                                                                                                                                                                  • Figure 31: Means of transportation for international trips taken in the past three years, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                • The Hispanic traveler
                                                                                                                                                                  • Language impacts preferred means of transportation
                                                                                                                                                                    • Figure 32: Means of transportation for international trips taken by Hispanics in the past three years, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                  • Activities realized during your trip
                                                                                                                                                                    • Those with lower household income are more likely to travel to visit family and friends
                                                                                                                                                                      • Figure 33: Activities realized during international travel, by household income, April 2010
                                                                                                                                                                  • Cruise Ship Vacation

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Incidence of taking a cruise
                                                                                                                                                                        • Figure 34: Incidence of taking a cruise ship vacation in the past three years, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                      • The Hispanic cruise ship traveler
                                                                                                                                                                        • Figure 35: Incidence of Hispanics taking a cruise ship vacation in the past three years, by household income, November 2008-December 2009
                                                                                                                                                                      • Cruise ship vacation destination
                                                                                                                                                                        • Figure 36: Cruise ship vacation destination preferred by Hispanics that have taken a cruise ship vacation in the past three years, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                    • Theme Parks

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Likelihood of visiting a theme park
                                                                                                                                                                          • Figure 37: Incidence of visiting a theme park in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                        • Theme parks visited
                                                                                                                                                                          • Figure 38: Theme parks visited in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                        • The Hispanic theme park visitor
                                                                                                                                                                          • Spanish-dominant are more likely to visit theme parks
                                                                                                                                                                            • Figure 39: Theme parks visited by Hispanics in the past 12 months, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                          • The presence of children in the home does not impact preference for theme parks
                                                                                                                                                                            • Figure 40: Theme parks visited by Hispanics in the past 12 months, by the presence of children in the home, November 2008-December 2009
                                                                                                                                                                          • Californians are enjoying their theme parks
                                                                                                                                                                            • Figure 41: Theme parks visited by Hispanics in the past 12 months, by region, November 2008-December 2009
                                                                                                                                                                        • Accommodations

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Length of stay at a hotel or motel
                                                                                                                                                                              • Figure 42: Average number of nights stayed overnight at a hotel or motel in the U.S., by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                            • Type of accommodations used during domestic travels
                                                                                                                                                                              • Figure 43: Type of accommodations used during domestic trips taken in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                            • The Hispanic traveler
                                                                                                                                                                              • Regardless of household income, Best Western is the number one choice
                                                                                                                                                                                • Figure 44: Type of accommodations used by Hispanics during domestic trips taken in the past 12 months, by household income, November 2008-December 2009
                                                                                                                                                                              • Language preference impacts hotel choices
                                                                                                                                                                                • Figure 45: Type of accommodations used by Hispanics during domestic trips taken in the past 12 months, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                              • Important factors when selecting a hotel
                                                                                                                                                                                • English-dominant look for hotel deals
                                                                                                                                                                                  • Figure 46: Factors considered when selecting a hotel among Hispanics, by language spoken in the home, April 2010
                                                                                                                                                                                • Higher-income consumers are more likely to look for hotel deals
                                                                                                                                                                                  • Figure 47: Factors considered when selecting a hotel among Hispanics, by household income, April 2010
                                                                                                                                                                                • Methods of booking a hotel
                                                                                                                                                                                  • Women are more likely to book a hotel online
                                                                                                                                                                                    • Figure 48: Method of booking a hotel reservation for trips taken in the past 12 months, by gender, April 2010
                                                                                                                                                                                  • Higher household income means more hotel bookings online
                                                                                                                                                                                    • Figure 49: Method of booking a hotel reservation for trips taken in the past 12 months, by household income, April 2010
                                                                                                                                                                                • Marketing and Advertising

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Profile of the Hispanic media consumer
                                                                                                                                                                                      • Language preferred when reading
                                                                                                                                                                                        • Household income impacts language preference when reading
                                                                                                                                                                                          • Figure 50: Language preference when reading, by household income, November 2008-December 2009
                                                                                                                                                                                        • Nearly half of those with children read in Spanish
                                                                                                                                                                                          • Figure 51: Language preference when reading, by the presence of children in the home, November 2008-December 2009
                                                                                                                                                                                        • Language preferred when viewing television
                                                                                                                                                                                          • Nearly half of those with children prefer to watch TV in Spanish
                                                                                                                                                                                            • Figure 52: Language preference when watching television, by the presence of children in the home, November 2008-December 2009
                                                                                                                                                                                          • Younger Hispanics are watching more TV in English
                                                                                                                                                                                            • Figure 53: Language preference when watching television, by age, November 2008-December 2009
                                                                                                                                                                                          • Hispanic cable networks
                                                                                                                                                                                            • Two thirds of Hispanics watch Spanish-language cable television
                                                                                                                                                                                              • Figure 54: Hispanic cable networks viewed, by age and gender, November 2008-December 2009
                                                                                                                                                                                            • Household income impacts cable channels viewed
                                                                                                                                                                                              • Figure 55: Hispanic cable networks viewed, by household income, November 2008-December 2009
                                                                                                                                                                                            • Those with children in the household are more likely to watch TV in Spanish
                                                                                                                                                                                              • Figure 56: Hispanic cable networks viewed, by presence of children in the household, November 2008-December 2009
                                                                                                                                                                                            • Magazines
                                                                                                                                                                                              • Age and gender impacts magazine preferences
                                                                                                                                                                                                • Figure 57: Spanish-language magazines viewed in the past six months, by age and gender, November 2008-December 2009
                                                                                                                                                                                              • Low household income not a deterrent for reading magazines
                                                                                                                                                                                                • Figure 58: Spanish-language magazines viewed in the past six months, by household income, November 2008-December 2009
                                                                                                                                                                                              • The presence of children in the household does not take away from magazine consumption
                                                                                                                                                                                                • Figure 59: Spanish-language magazines viewed in the past six months, by presence of children in the household, November 2008-December 2009
                                                                                                                                                                                              • Magazines viewed by the Hispanic traveler
                                                                                                                                                                                                • Figure 60: Magazines read or viewed in the past six months, by the Hispanic traveler, part 1, November 2008-December 2009
                                                                                                                                                                                                • Figure 61: Magazines read or viewed in the past six months, by the Hispanic traveler, part 2, November 2008-December 2009
                                                                                                                                                                                              • Online
                                                                                                                                                                                                • Who is visiting Spanish-language websites
                                                                                                                                                                                                  • Younger consumers are more likely to be on Spanish-language sites
                                                                                                                                                                                                    • Figure 62: Incidence of visiting a Spanish-language website, by age, November 2008-December 2009
                                                                                                                                                                                                  • Household income impacts likelihood of being online
                                                                                                                                                                                                    • Figure 63: Incidence of visiting a Spanish-language website, by household income, November 2008-December 2009
                                                                                                                                                                                                  • Preferred Spanish-language websites
                                                                                                                                                                                                    • Young women are the most likely to be on univision.com
                                                                                                                                                                                                      • Figure 64: Spanish-language websites visited in the last 30 days, by age and gender, November 2008-December 2009
                                                                                                                                                                                                    • Ads targeting the Hispanic consumer
                                                                                                                                                                                                      • Television ads
                                                                                                                                                                                                        • Continental Airlines
                                                                                                                                                                                                          • Figure 65: Continental Airlines: Visit Chiapas, Mexico, TV ad, May 2010
                                                                                                                                                                                                          • Figure 66: Continental Airlines: Maria gets replaced with a rental Maria, TV ad, April 2010
                                                                                                                                                                                                        • Allegiant Air
                                                                                                                                                                                                          • Figure 67: Allegiant Air: Fly to Las Vegas for free, TV ad, March 2010
                                                                                                                                                                                                        • Royal Caribbean International
                                                                                                                                                                                                          • Figure 68: Royal Caribbean International: Boy reporter talks about passengers, TV ad, April 2010
                                                                                                                                                                                                        • Courtyard by Marriott
                                                                                                                                                                                                          • Figure 69: Courtyard by Marriott: Couple walk in lobby and room changes, TV ad, April 2010
                                                                                                                                                                                                        • Magazine ads
                                                                                                                                                                                                          • MK Travelplan
                                                                                                                                                                                                            • Figure 70: MK Travelplan, Vanidades, 50th anniversary issue, print ad, June 2010
                                                                                                                                                                                                          • Days Inn
                                                                                                                                                                                                            • Figure 71: Days Inn, California Official State Visitor’s Guide and Travel Planner, print ad, 2010
                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                            • Increasingly international
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Domestic off-liners
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Spend-less
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                                                      • Figure 72: Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 73: Hispanics’ purchase of travel services online, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 74: Travel expenditure changes in the Hispanic household, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 75: Domestic trips taken, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 76: International trips taken, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 77: Method for booking airline tickets, hotels and car rental for trips taken in the past 12 months, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 78: Activities realized during domestic travel, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 79: Activities realized during international travel, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                      • Figure 80: Hotel preferences, by Hispanic travel clusters, April 2010
                                                                                                                                                                                                                                    • Demographic tables
                                                                                                                                                                                                                                      • Figure 81: Hispanic travel clusters, by gender, April 2010
                                                                                                                                                                                                                                      • Figure 82: Hispanic travel clusters, by age, April 2010
                                                                                                                                                                                                                                      • Figure 83: Hispanic travel clusters, by household income, April 2010
                                                                                                                                                                                                                                      • Figure 84: Hispanic travel clusters, by survey in English or Spanish, April 2010
                                                                                                                                                                                                                                      • Figure 85: Hispanic travel clusters, by language primarily spoken, April 2010
                                                                                                                                                                                                                                      • Figure 86: Hispanic travel clusters, by household internet access, April 2010
                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                    • U.S. Hispanic Population

                                                                                                                                                                                                                                        • Key facts
                                                                                                                                                                                                                                          • Population
                                                                                                                                                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                                                                                                                                                              • Figure 87: U.S. population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                                                                              • Figure 88: Asian, black, and Hispanic populations, 1970-2020
                                                                                                                                                                                                                                              • Figure 89: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                                                                                                                                                              • Figure 90: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                                                                              • Figure 91: Total U.S. population, by age, 2005-15
                                                                                                                                                                                                                                            • Hispanic purchasing power
                                                                                                                                                                                                                                              • Figure 92: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                                                                            • U.S. household income distribution
                                                                                                                                                                                                                                              • Figure 93: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                                                                                            • Hispanic income levels
                                                                                                                                                                                                                                              • Figure 94: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                                                                            • The Hispanic household
                                                                                                                                                                                                                                              • Figure 95: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                                                                              • Figure 96: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                                                                              • Figure 97: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                                                                              • Figure 98: Hispanic households, by presence and age of children, 2009
                                                                                                                                                                                                                                            • Hispanics by generation
                                                                                                                                                                                                                                              • Figure 99: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                                                                              • Figure 100: Fertility rate, by race and Hispanic origin of mother, 1997-2007
                                                                                                                                                                                                                                            • Hispanics by country of origin/heritage
                                                                                                                                                                                                                                              • Figure 101: Hispanic population, by country of origin/heritage, 2007
                                                                                                                                                                                                                                              • Figure 102: Graph: Hispanics, by country of origin/heritage, 2007
                                                                                                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                                                                                                              • Figure 103: Hispanic population, by region, by country of origin/heritage, 2007
                                                                                                                                                                                                                                              • Figure 104: Graph: Hispanic population, by region, 2007
                                                                                                                                                                                                                                              • Figure 105: Hispanic population in top five states, by country of origin, 2006
                                                                                                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                                                                                                              • Figure 106: Hispanic population, states with greatest percentage increase, 2000-06
                                                                                                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                                                                                                              • Figure 107: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                                                                                                                                                                                                            • Acculturation
                                                                                                                                                                                                                                              • What is acculturation?
                                                                                                                                                                                                                                                • Why is level of acculturation important?
                                                                                                                                                                                                                                                  • Levels of acculturation
                                                                                                                                                                                                                                                      • Figure 108: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                                                                    • What is retro-acculturation?
                                                                                                                                                                                                                                                      • Retro-acculturation
                                                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                          • Figure 109: Top five international destinations, by language spoken in the home, November 2008-December 2009
                                                                                                                                                                                                                                                          • Figure 110: Airlines used for domestic travel, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                                                                                                          • Figure 111: Type of magazines read, by household income, November 2008-December 2009
                                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                        • Air Transport Association of America Inc., The
                                                                                                                                                                                                                                                        • American Association of Retired Persons (AARP)
                                                                                                                                                                                                                                                        • American Bus Association
                                                                                                                                                                                                                                                        • American Hotel & Lodging Association (AH&LA)
                                                                                                                                                                                                                                                        • American Society of Travel Agents
                                                                                                                                                                                                                                                        • Association of Latino Professionals in Finance and Accounting
                                                                                                                                                                                                                                                        • Continental Airlines Inc.
                                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                                        • Google, Inc.
                                                                                                                                                                                                                                                        • Hyatt Corporation
                                                                                                                                                                                                                                                        • International Air Transport Association
                                                                                                                                                                                                                                                        • JetBlue Airways Corporation
                                                                                                                                                                                                                                                        • McDonald's U.S.A.
                                                                                                                                                                                                                                                        • National Tour Association (NTA)
                                                                                                                                                                                                                                                        • Office of Travel and Tourism Industries
                                                                                                                                                                                                                                                        • The United States Tour Operators Association (USTOA)
                                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                        • US Department of Commerce
                                                                                                                                                                                                                                                        • Yahoo! Inc

                                                                                                                                                                                                                                                        Hispanics and Travel - US - August 2010

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