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Hispanics and Travel - US - July 2013

“Travel providers are likely to have the most success with Hispanic travelers if promotions focus on their origins. Hispanics tend to travel to and within areas with the largest Hispanic populations, likely a reflection of the fact that they are family-centric and want to be in the places, and with the people, who remind them of home. The industry should look for ways to give travel accommodations more elements of the home, promote more interaction with Spanish-speaking staff, and offer travel activities for families.”

– Gretchen Grabowski, Travel & Leisure Analyst

Some questions answered in this report include:

  • What types of trips Hispanics take, how often, and why
  • Where Hispanics stay when they travel
  • How Hispanics collect travel information, and how they book travel

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What's included

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Hispanics spend less than non-Hispanics on travel
                          • Figure 1: Average annual household expenditures for travel-related categories, by Hispanic origin, 2009-11*
                        • The consumer
                          • Most U.S. Hispanics traveling, choosing areas with large Hispanic populations
                            • Holiday and leisure travel the most popular, but Hispanics also travel for family
                              • Hoteliers compete with Hispanics’ friends and family to provide travel accommodations
                                • Figure 2: Types of accommodation used, March-April, 2013
                              • Most Hispanics go online to look for travel information and deals…
                                • Figure 3: Travel information found online and through TV, print media, travel agents, and the radio, March-April 2013
                              • …and book travel
                                • Figure 4: Typical ways of booking airline tickets, accommodations, rental cars, tours or activities, and other travel transportation for personal reasons in the last three years, March-April 2013
                              • Family a primary consideration for Hispanic travelers
                                • Figure 5: Attitudes toward traveling with family and kids, March-April 2013
                              • What we think
                              • Issues and Insights

                                  • What types of trips Hispanics take, how often, and why
                                    • The issues
                                      • The implications
                                        • Where Hispanics stay when they travel
                                          • The issues
                                            • The implications
                                              • How Hispanics collect travel information, and how they book travel
                                                • The issues
                                                  • The implications
                                                  • Trend Applications

                                                      • Inspire trend: Why Buy
                                                        • Inspire trend: Who are the Joneses?
                                                          • Mintel Futures: Human
                                                          • Hispanic Households’ Annual Travel Expenditures

                                                            • Key points
                                                              • Hispanic households spending less than non-Hispanics on travel each year
                                                                • Figure 6: Average annual household expenditures for travel-related categories, by Hispanic origin, 2009-11*
                                                            • Innovations and Innovators

                                                              • Overview
                                                                • El Expreso Bus Company focused on serving the Hispanic traveler
                                                                  • Figure 7: El Expreso Bus Company Destinations, June 2013
                                                                • Southwest Airlines offers travel awards to Hispanic students
                                                                • Marketing Strategies and Initiatives

                                                                  • Overview
                                                                    • Travel providers targeting Hispanics with Spanish-language websites
                                                                      • Orbitz
                                                                        • Expedia
                                                                          • American Airlines
                                                                            • Southwest Airlines
                                                                              • Marriott’s diversity campaign inclusive of Hispanic business travelers
                                                                                • Delta Air Lines shows dedication to Hispanics with regional tour book
                                                                                • Types of Travel

                                                                                  • Key points
                                                                                    • Hispanics tend to be frequent domestic travelers
                                                                                      • Figure 8: Travel in the last 12 months, March-April 2013
                                                                                    • California and Texas the most popular domestic destinations, reflect Hispanic residency
                                                                                      • Figure 9: Primary destination of domestic travel in the last 12 months, Hispanics vs. non-Hispanics, October 2011-November 2012
                                                                                      • Figure 10: Distribution of U.S. Hispanic population, by state, 2011
                                                                                    • International travel choices align with Hispanics’ country of origin
                                                                                      • Demographics impact Hispanics’ travel destinations
                                                                                      • Reasons for Travel

                                                                                        • Key points
                                                                                          • Most Hispanics going on vacation, but family events also important
                                                                                            • Figure 11: Reasons for travel in the last 12 months, March-April 2013
                                                                                          • Hispanic women are the wedding-goers, men traveling for sports, business
                                                                                            • Figure 12: Reasons for travel in the last 12 months, by gender, March-April 2013
                                                                                        • Types of Accommodation Used

                                                                                          • Key points
                                                                                            • Hispanic travelers staying at hotels, but homestays compete
                                                                                                • Figure 13: Types of accommodation used, March-April 2013
                                                                                              • Youngest Hispanics most likely to choose homestays during travel
                                                                                                  • Figure 14: Types of accommodation used, by age, March-April 2013
                                                                                                • Spanish speakers also more inclined to stay with family
                                                                                                  • Figure 15: Types of accommodation used, by language spoken in the home, March-April 2013
                                                                                              • Sources for Travel Information and Deals

                                                                                                • Key points
                                                                                                  • More than eight in 10 Hispanic travelers using online resources
                                                                                                    • Figure 16: Travel information found through online resources, March-April 2013
                                                                                                  • Demographics impact Hispanic travelers’ online activity
                                                                                                    • TV and print media popular, but Spanish-speaking agents have opportunity
                                                                                                      • Figure 17: Travel information found through TV, print media, travel agents, and the radio, March-April 2013
                                                                                                    • Hispanics’ tendencies to use media resources, travel agents also varies by demographics
                                                                                                    • Travel Booking Methods

                                                                                                      • Key points
                                                                                                        • Travel options and primary booking methods
                                                                                                          • Figure 18: Incidence of booking personal airline tickets, accommodations, rental cars, tours or activities, and other travel transportation in the last three years, March-April 2013
                                                                                                          • Figure 19: Typical ways of booking airline tickets, accommodations, rental cars, tours or activities, and other travel transportation for personal reasons in the last three years, March-April 2013
                                                                                                        • Travel agents have opportunity with less common types of travel
                                                                                                          • Figure 20: Travel booked in the last three years by calling or visiting a travel agent, by household income, March-April 2013
                                                                                                          • Figure 21: Hispanics’ incidence of using the internet or sending or receiving email at least occasionally, by household income, 2010
                                                                                                        • Hispanic men more likely to book travel through any third party
                                                                                                          • Figure 22: Travel booked in the last three years indirect through a third party, by gender, March-April 2013
                                                                                                      • Attitudes Toward Travel

                                                                                                        • Key points
                                                                                                          • Hispanic travelers focus on opportunities for family
                                                                                                              • Figure 23: Attitudes toward traveling with family and kids, March-April 2013
                                                                                                            • Hispanic moms may be more focused on family bonding through travel
                                                                                                              • Figure 24: Attitudes toward traveling with family and kids, by gender, March-April 2013
                                                                                                            • Hispanics agree tech-based amenities help justify the costs of travel
                                                                                                              • Figure 25: Attitudes toward the cost of travel, March-April 2013
                                                                                                            • Technology in travel important because it is more common in Hispanics’ daily lives
                                                                                                              • Figure 26: Hispanics’ cell phone ownership and internet usage, 2009 vs. 2012
                                                                                                              • Figure 27: Share of cell phone-only households, by race and Hispanic origin, 2004-12
                                                                                                          • Cluster Analysis

                                                                                                              • Figure 28: Hispanic traveler clusters, March-April 2013
                                                                                                            • Limited Travelers
                                                                                                              • Opportunity
                                                                                                                • Engaged Travelers
                                                                                                                  • Opportunity
                                                                                                                    • Focused Travelers
                                                                                                                      • Opportunity
                                                                                                                        • Cluster characteristics
                                                                                                                          • Figure 29: Any Travel in the last 12 months, by Hispanic traveler clusters, March-April 2013
                                                                                                                          • Figure 30: Domestic travel in the last 12 months, by Hispanic traveler clusters, March-April 2013
                                                                                                                          • Figure 31: International travel in the last 12 months, by Hispanic traveler clusters, March-April 2013
                                                                                                                          • Figure 32: Reasons for travel in the last 12 months, by Hispanic traveler clusters, March-April 2013
                                                                                                                          • Figure 33: Types of accommodation used, by Hispanic traveler clusters, March-April 2013
                                                                                                                          • Figure 34: Travel information sources, by Hispanic traveler clusters, March-April 2013
                                                                                                                          • Figure 35: Attitudes toward travel, by Hispanic traveler clusters, March-April 2013
                                                                                                                        • Cluster demographics
                                                                                                                          • Figure 36: Profile of Hispanic traveler clusters, by gender and age, March-April 2013
                                                                                                                          • Figure 37: Profile of Hispanic traveler clusters, by household income and education, March-April 2013
                                                                                                                        • Cluster methodology
                                                                                                                        • U.S. Hispanic Population

                                                                                                                            • Key facts
                                                                                                                              • Hispanics make up the largest U.S. minority group
                                                                                                                                • Figure 38: Population, by race and Hispanic origin, 2008-18
                                                                                                                                • Figure 39: Population, by race and Hispanic origin, 1970-2020
                                                                                                                                • Figure 40: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                              • Birth rates
                                                                                                                                • Figure 41: Distribution of births, by race and Hispanic origin of mother, 2000-10
                                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                                • Figure 42: U.S. Hispanic population, by age, 2008-18
                                                                                                                                • Figure 43: U.S. population, by age, 2008-18
                                                                                                                              • Households
                                                                                                                                • Household size
                                                                                                                                  • Figure 44: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                                                  • Figure 45: Households, by number of people in the household—Hispanics versus all households, 2011
                                                                                                                                • Households with children
                                                                                                                                  • Figure 46: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                • Age of children in the household
                                                                                                                                  • Figure 47: Households, by race of householder and presence and ages of children, 2011
                                                                                                                                • The Hispanic and total U.S. population by gender
                                                                                                                                  • Women
                                                                                                                                    • Figure 48: Hispanic female population, by age, 2008-18
                                                                                                                                    • Figure 49: Total U.S. female population, by age, 2008-18
                                                                                                                                  • Men
                                                                                                                                    • Figure 50: Hispanic male population, by age, 2008-18
                                                                                                                                    • Figure 51: Total U.S. male population, by age, 2008-18
                                                                                                                                  • Generations
                                                                                                                                    • Hispanics by generation
                                                                                                                                      • Figure 52: Generations—Hispanics versus non-Hispanics, 2011
                                                                                                                                    • Marital status
                                                                                                                                      • Figure 53: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
                                                                                                                                    • Hispanic purchasing power
                                                                                                                                      • Figure 54: Purchasing power, by race and Hispanic origin, 1990-2017
                                                                                                                                      • Figure 55: Purchasing power, by race and Hispanic origin, 1990-2017
                                                                                                                                      • Figure 56: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                                      • Figure 57: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                                      • Figure 58: Median household income, by race and Hispanic origin of householder, 2011
                                                                                                                                      • Figure 59: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                                    • Hispanics by country of origin/heritage
                                                                                                                                      • Figure 60: Hispanic population, by country of origin/heritage, 2000 vs. 2010
                                                                                                                                    • Hispanics by geographic concentration
                                                                                                                                      • Figure 61: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                      • Figure 62: Hispanic population, by region of residence, 2000-10
                                                                                                                                      • Figure 63: 10 Cities* with the largest number of Hispanics, 2010
                                                                                                                                      • Figure 64: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                    • States with the greatest Hispanic population growth
                                                                                                                                      • Figure 65: States ranked by change in Hispanic population, 2000-10
                                                                                                                                      • Figure 66: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                                    • Key Hispanic metropolitan areas
                                                                                                                                      • Figure 67: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                                      • Figure 68: U.S. Hispanic households, by metropolitan status, 2006 vs. 2011
                                                                                                                                    • Acculturation
                                                                                                                                      • What is acculturation?
                                                                                                                                        • Why is level of acculturation important?
                                                                                                                                          • Levels of acculturation
                                                                                                                                              • Figure 69: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                            • What is retroacculturation?
                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                              • Types of travel
                                                                                                                                                • Figure 70: Any travel in the last 12 months, by household income, March-April 2013
                                                                                                                                                • Figure 71: Domestic travel in the last 12 months, by household income, March 2013
                                                                                                                                                • Figure 72: All international and Latin America travel in the last 12 months, by household income, March-April 2013
                                                                                                                                                • Figure 73: Any Travel in the last 12 months, by gender, March-April 2013
                                                                                                                                                • Figure 74: Domestic travel in the last 12 months, by gender, March-April 2013
                                                                                                                                                • Figure 75: All international and Latin America travel in the last 12 months, by gender, March-April 2013
                                                                                                                                                • Figure 76: Any Travel in the last 12 months, by presence of children in household, March-April 2013
                                                                                                                                                • Figure 77: Domestic travel in the last 12 months, by presence of children in household, March-April 2013
                                                                                                                                                • Figure 78: All international and Latin America travel in the last 12 months, by presence of children in household, March-April 2013
                                                                                                                                              • Reasons for travel
                                                                                                                                                • Figure 79: Reasons for travel in the last 12 months, by age, March-April 2013
                                                                                                                                                • Figure 80: Reasons for travel in the last 12 months, by language spoken in the home, March-April 2013
                                                                                                                                                • Figure 81: Reasons for travel in the last 12 months, by language of survey, March-April 2013
                                                                                                                                                • Figure 82: Reasons for travel in the last 12 months, by presence of children in household, March-April 2013
                                                                                                                                              • Types of accommodation used
                                                                                                                                                • Figure 83: Types of accommodation used, by gender, March-April 2013
                                                                                                                                                • Figure 84: Types of accommodation used, by household income, March-April 2013
                                                                                                                                                • Figure 85: Types of accommodation used, by language of survey, March-April 2013
                                                                                                                                                • Figure 86: Types of accommodation used, by presence of children in household, March-April 2013
                                                                                                                                              • Sources for travel information and deals
                                                                                                                                                • Figure 87: Travel information found through online resources, by gender, March-April 2013
                                                                                                                                                • Figure 88: Travel information found through online resources, by age, March-April 2013
                                                                                                                                                • Figure 89: Travel information found through online resources, by household income, March-April 2013
                                                                                                                                                • Figure 90: Travel information found through online resources, by language spoken in the home, March-April 2013
                                                                                                                                                • Figure 91: Travel information found through online resources, by language of survey, March-April 2013
                                                                                                                                                • Figure 92: Travel information found through online resources, by presence of children in household, March-April 2013
                                                                                                                                                • Figure 93: Travel information found through TV, print media, travel agents, and the radio, by gender, March-April 2013
                                                                                                                                                • Figure 94: Travel information found through TV, print media, travel agents, and the radio, by age, March-April 2013
                                                                                                                                                • Figure 95: Travel information found through TV, print media, travel agents, and the radio, by household income, March-April 2013
                                                                                                                                                • Figure 96: Travel information found through TV, print media, travel agents, and the radio, by language spoken in the home, March-April 2013
                                                                                                                                                • Figure 97: Travel information found through TV, print media, travel agents, and the radio, by language of survey, March-April 2013
                                                                                                                                                • Figure 98: Travel information found through TV, print media, travel agents, and the radio, by presence of children in household, March-April 2013
                                                                                                                                              • Travel booking methods
                                                                                                                                                • Figure 99: Typical ways of booking airline tickets for personal reasons in the last three years, by gender, March-April 2013
                                                                                                                                                • Figure 100: Typical ways of booking Accommodations for personal reasons in the last three years, by gender, March-April 2013
                                                                                                                                                • Figure 101: Typical ways of booking rental cars for personal reasons in the last three years, by gender, March-April 2013
                                                                                                                                                • Figure 102: Typical ways of booking tours and activities for personal reasons in the last three years, by gender, March-April 2013
                                                                                                                                                • Figure 103: Typical ways of booking other transportation for personal reasons in the last three years, by gender, March-April 2013
                                                                                                                                                • Figure 104: Typical ways of booking airline tickets for personal reasons in the last three years, by age, March-April 2013
                                                                                                                                                • Figure 105: Typical ways of booking accommodations for personal reasons in the last three years, by age, March-April 2013
                                                                                                                                                • Figure 106: Typical ways of booking rental cars for personal reasons in the last three years, by age, March-April 2013
                                                                                                                                                • Figure 107: Typical ways of booking tours and activities for personal reasons in the last three years, by age, March-April 2013
                                                                                                                                                • Figure 108: Typical ways of booking tours and activities for personal reasons in the last three years, by age, March-April 2013
                                                                                                                                                • Figure 109: Typical ways of booking airline tickets for personal reasons in the last three years, by household income, March-April 2013
                                                                                                                                                • Figure 110: Typical ways of booking accommodations for personal reasons in the last three years, by household income, March-April 2013
                                                                                                                                                • Figure 111: Typical ways of booking car rentals for personal reasons in the last three years, by household income, March-April 2013
                                                                                                                                                • Figure 112: Typical ways of booking tours and activities for personal reasons in the last three years, by household income, March-April 2013
                                                                                                                                                • Figure 113: Typical ways of booking other transportation for personal reasons in the last three years, by household income, March-April 2013
                                                                                                                                              • Attitudes toward travel
                                                                                                                                                • Figure 114: Attitudes toward travel, March-April 2013
                                                                                                                                                • Figure 115: Attitudes toward travel, by gender, March-April 2013
                                                                                                                                                • Figure 116: Attitudes toward travel, by age, March-April 2013
                                                                                                                                                • Figure 117: Strongly agree with Attitudes toward travel, by household income, March-April 2013
                                                                                                                                                • Figure 118: Attitudes toward travel, by language spoken in the home, March-April 2013
                                                                                                                                                • Figure 119: Attitudes toward travel, by language of survey, March-April 2013
                                                                                                                                                • Figure 120: Attitudes toward travel, by presence of children in household, March-April 2013
                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Hispanics and Travel - US - July 2013

                                                                                                                                              US $3,995.00 (Excl.Tax)