The Hispanic market is a growing segment of the American travel industry. According to the U.S. Census Bureau, the Hispanic population increased by 15.2 million between 2000 and 2010; it predicts the number of Hispanics living in the United States is expected to grow to 66 million by the year 2020. Hotelnewsnow.com points out that Latinos currently comprise more than 16 percent of the population in America; that is expected to rise to 19 percent by 2020. The Hispanic market is clearly growing, and the hospitality industry is eager to welcome them.
Hispanics Like to Travel
A ThinkNow Research study on Hispanic travel trends found that nine out of 10 Hispanic traveled in 2014, and that they spend more money on average than non-Hispanics on domestic vacations. This may be because they tend to have larger families, and/or take extended family members such as grandparents with them on vacation.
On average, ThinkNow found that Hispanics spend $2,359 on domestic vacations, compared to $2,006 for non-Hispanics. California, Texas and Florida are the most popular drive-to domestic leisure destinations for Latins—nearly three-quarters of Hispanics surveyed visited one of these states during their past two domestic vacations. Nevada and New York are also popular destinations for Latino travelers.
Hispanics also travel regularly outside the United States. The Caribbean, Mexico and South America are the top international destinations for Latin travelers. On average, they spend $5,693 on international vacations.
The ThinkNow survey found that Hispanics are not particularly brand loyal when it comes to hotel s. The most popular hotel chains among Hispanic travelers are Holiday Inn, Best Western Hotels & Resorts and Hilton Hotels & Resorts, followed closely by Comfort Inn, Marriott and Days Inn.
Tips for Welcoming the Hispanic Market
Although Hispanic travelers don’t want to be singled out, there are certain things that hoteliers who want to cater to the Hispanic market should be aware of.
–Hispanics are more likely than non-Hispanics to work with travel professionals when booking trips. They view securing the services of a travel professional who understands the unique needs of Hispanic travelers as more important than price or loyalty programs.
–They appreciate demonstrations of hospitality. For example, Cuban travelers like to be offered a cortadito (a Cuban espresso) when they arrive at their hotel.
–Actively promote or feature events that might appeal to the Latino market, such as cultural dances or family-friendly activities.
–Oftentimes Latino vacations are built around shopping sprees at fashionable stores. In fact sometimes they will choose properties based on their proximity to shopping. Hotels may want to provide complementary transport to malls or offer personal shopping in their hotel suite. At the very least, be sure to provide ample storage space in the hotel for guest purchases.
–To reach Hispanic travelers, advertise in the Spanish press and target Spanish-language websites.
–Make sure there are bilingual employees stationed at the front desk in order to welcome Spanish-speaking guests in their native tongue, and address any particular concerns they may have.
