“Despite COVID-19, most Hispanics took vacations in the past two years, and most plan to do it again in the next two years. While the extent to which they can travel depends on the evolution of the pandemic and new variants, Hispanics have positive attitudes toward vacationing if they think they can afford it. Hispanics’ renewed focus on vacations as a critical part of their mental wellbeing makes taking vacations a higher priority, creating opportunities for destinations that can highlight the emotional aspects of their offerings.”
– Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • The impact of COVID-19 on Hispanics’ vacation plans
  • Which factors are important for Hispanics when planning vacations
  • How Hispanics envision future vacations
  • How Hispanics perceive different types of vacations

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • Executive Summary

                  • Top takeaways
                    • Market overview
                        • Figure 1: Hispanics and vacation planning outlook, 2022-27
                      • Opportunities and challenges
                        • Vacationing with children
                          • Figure 2: Importance of researching activities, moms vs dads, 2021
                        • Destinations should be very visual
                          • Figure 3: Trip aspects Hispanics enjoy planning – Select responses, indexed to all, 2021
                        • Embrace the emotional component of vacations
                          • Figure 4: Future vacation expectations – Select answers, indexed to all, 2021
                        • Key consumer insights
                          • Hispanics approach vacation planning in four different ways
                            • Despite COVID, most Hispanics continued vacationing
                              • Hispanics determine which destination to visit based on three parameters
                                • Hispanics like photos to picture themselves in a destination
                                  • Vacations are about mental wellbeing
                                    • The pandemic will continue to hinder Hispanics’ vacation decisions
                                    • Hispanics by the Numbers

                                        • Hispanics’ demographic characteristics impact their vacation planning approach
                                            • Figure 5: US population, by race and Hispanic origin, 2016-26
                                            • Figure 6: Hispanic share of the US population, by age, 2021
                                            • Figure 7: Average number of people per household, by race and Hispanic origin, 2020
                                            • Figure 8: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
                                            • Figure 9: Language Hispanics speak at home, by age, 2020-2021
                                        • Market Factors

                                          • Impact of COVID-19 on Hispanics’ vacation plans
                                            • 2020/21 COVID-19 impact
                                              • Now (2022)
                                                • Figure 10: US Department of State travel advisories map, 2021
                                                • Figure 11: TSA checkpoint travel numbers, 2019-21
                                              • Next (2022+)
                                                • Deep dive into the current period:
                                                  • Consumer confidence is low
                                                    • Things are improving, but uncertainty remains
                                                      • Income remains impacted
                                                        • Figure 12: Median household income, by race and Hispanic origin of householder, 2019
                                                        • Figure 13: Household income distribution by race and Hispanic origin of householder, 2019
                                                        • Figure 14: Consumer Price Index change from previous year, 2020-2021
                                                    • Competitive Strategies and Market Opportunities

                                                      • Mintel Global Trend Drivers
                                                        • Figure 15: Mintel Global Trend Drivers, 2021
                                                      • Experiences: make them count
                                                        • Nothing is off the table
                                                          • Hispanics associate vacations with a change in scenery
                                                            • It’s not one size fits all when it comes to demand for vacation experiences
                                                              • Nostalgia can create new memories
                                                                • Figure 16: Correspondence Analysis – Symmetrical map – Perceptions of vacation types, 2021
                                                                • Figure 17: Perceptions of vacation types, 2021
                                                              • Wellbeing: pay attention to mental wellbeing
                                                                • Figure 18: Marriott Bonvoy creative – Mexican Caribbean, 2021
                                                                • Figure 19: Visit Panama creative, 2021
                                                            • Hispanics and Vacation Planning: Fast Facts

                                                              • Vacation Planning Attitudinal Segments

                                                                • There are four ways Hispanics approach vacation planning
                                                                    • Figure 20: Vacation plans attitudinal segments, 2021
                                                                  • Vacation Embracers (26%)
                                                                      • Figure 21: Profile of Vacation Embracers, 2021
                                                                    • Vacation Enthusiasts (32%)
                                                                        • Figure 22: Profile of Vacation Enthusiasts, 2021
                                                                      • Vacation Dreamers (21%)
                                                                          • Figure 23: Profile of Vacation Dreamers, 2021
                                                                        • Vacation Apathetics (21%)
                                                                          • Figure 24: Profile of Vacation Apathetics, 2021
                                                                        • Important relationships
                                                                            • Figure 25: Attitudes toward vacations, by vacation planning attitudinal segments, 2021
                                                                        • Past and Future Vacation Types

                                                                          • Despite the pandemic, most Hispanics took vacations over the past 24 months
                                                                            • Figure 26: Past vacations, 2021
                                                                          • Planning future vacations, Hispanics want to recover some of the lost time
                                                                            • Figure 27: Past vacations and future vacation plans, 2021
                                                                          • Hispanics feel that vacations are to be spent outside home
                                                                            • Vacations are a discretionary expense, not a sign of success
                                                                              • Figure 28: Past vacations, by language spoken at home and household income, 2021
                                                                              • Figure 29: Future vacation, by language spoken at home and household income, 2021
                                                                          • Important Factors of Vacation Planning

                                                                            • Hispanics want fun without surprises
                                                                              • Figure 30: Research priorities, 2021
                                                                            • Dads research activities for all, moms prioritize activities for the children
                                                                              • Figure 31: Importance of researching activities, moms vs dads, 2021
                                                                            • Younger Hispanics are more likely to bypass hotels
                                                                              • Figure 32: Importance of lodging options, by age, 2021
                                                                          • Planning Enjoyment

                                                                            • A picture is worth a thousand words
                                                                              • Figure 33: Trip aspects Hispanics enjoy planning, indexed to all, 2021
                                                                            • Expand add-ons to retail recommendations
                                                                              • Hispanics want to keep the joy of planning a vacation to themselves
                                                                                • Finding deals is important but not fun
                                                                                  • Figure 34: creative, 2021
                                                                                  • Figure 35: Trip aspects Hispanics enjoy planning – Looking for discounts, by language spoken at home and household income, 2021
                                                                              • Future Vacation Expectations

                                                                                • Hispanics want to more out of their vacations
                                                                                  • Figure 36: Future vacation expectations, indexed to all, 2021
                                                                                  • Figure 37: Future vacation expectations, by vacation planning attitudinal segments, 2021
                                                                                • Spanish-dominant Hispanics want their vacations to be more mentally or emotionally relaxing
                                                                                  • More affluent Hispanics want their vacations to be more culturally conscious
                                                                                    • Figure 38: Future vacation expectations – Select statements, by language spoken at home and household income, 2021
                                                                                • Vacation Barriers

                                                                                  • COVID-19 will continue to cast a shadow on travel in 2022
                                                                                    • Figure 39: Vacation barriers, indexed to all, 2021
                                                                                    • Figure 40: Vacation barriers, by vacation planning attitudinal segments, 2021
                                                                                    • Figure 41: Vacation barriers, by household income, 2021
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Consumer survey data
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations

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