Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Hispanics are travelers
- Hispanics spend money
- The New Latino
- Hispano-America
Inspire Insights
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- 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
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- Key points
- A third of Hispanics are spending less on travel
- Higher-income households have reduced travel the most
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- Figure 1: Travel expenditure changes in the Hispanic household, by household income, April 2010
- Spanish-dominant Hispanics are spending more on travel
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- 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
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- Figure 3: States visited in the past 12 months, November 2008-December 2009
- English-dominant Hispanics are more likely to travel domestically
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- 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
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- 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
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- 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
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- 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
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- Figure 8: Reasons for not traveling in the past 12 months, by gender, April 2010
- Regardless of household income, financials impact travel
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- 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
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- Figure 10: Hispanics’ purchase of travel services online, by educational attainment, April 2010
- English-dominant are more likely to make travel arrangements online
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- 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
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- 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
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- 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
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- Key points
- Frequency of travel
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 22: Activities realized during domestic travel, by gender, April 2010
- Spanish-dominant are nature lovers
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- Figure 23: Activities realized during domestic travel, by language spoken in the home, April 2010
International Travel
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- Key points
- Frequency of travel
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 33: Activities realized during international travel, by household income, April 2010
Cruise Ship Vacation
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- Key points
- Incidence of taking a cruise
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- 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
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- 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
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- 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
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- Key points
- Likelihood of visiting a theme park
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- Figure 37: Incidence of visiting a theme park in the past 12 months, by race/Hispanic origin, November 2008-December 2009
- Theme parks visited
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- 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
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- 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
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- 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
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- Figure 41: Theme parks visited by Hispanics in the past 12 months, by region, November 2008-December 2009
Accommodations
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- Key points
- Length of stay at a hotel or motel
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 49: Method of booking a hotel reservation for trips taken in the past 12 months, by household income, April 2010
Marketing and Advertising
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- Key points
- Profile of the Hispanic media consumer
- Language preferred when reading
- Household income impacts language preference when reading
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- Figure 50: Language preference when reading, by household income, November 2008-December 2009
- Nearly half of those with children read in Spanish
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- 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
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- 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
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- 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
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- Figure 54: Hispanic cable networks viewed, by age and gender, November 2008-December 2009
- Household income impacts cable channels viewed
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- 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
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- Figure 56: Hispanic cable networks viewed, by presence of children in the household, November 2008-December 2009
- Magazines
- Age and gender impacts magazine preferences
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- 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
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- 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
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- 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
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- Figure 60: Magazines read or viewed in the past six months, by the Hispanic traveler, part 1, November 2008-December 2009
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- 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
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- Figure 62: Incidence of visiting a Spanish-language website, by age, November 2008-December 2009
- Household income impacts likelihood of being online
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- 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
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- 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
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- 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
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- Figure 67: Allegiant Air: Fly to Las Vegas for free, TV ad, March 2010
- Royal Caribbean International
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- Figure 68: Royal Caribbean International: Boy reporter talks about passengers, TV ad, April 2010
- Courtyard by Marriott
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- Figure 69: Courtyard by Marriott: Couple walk in lobby and room changes, TV ad, April 2010
- Magazine ads
- MK Travelplan
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- Figure 70: MK Travelplan, Vanidades, 50th anniversary issue, print ad, June 2010
- Days Inn
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- Figure 71: Days Inn, California Official State Visitor’s Guide and Travel Planner, print ad, 2010
Cluster Analysis
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- Increasingly international
- Demographics
- Characteristics
- Opportunity
- Domestic off-liners
- Demographics
- Characteristics
- Opportunity
- Spend-less
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 72: Hispanic travel clusters, April 2010
- Figure 73: Hispanics’ purchase of travel services online, by Hispanic travel clusters, April 2010
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- 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
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- 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
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- 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
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- Figure 80: Hotel preferences, by Hispanic travel clusters, April 2010
- Demographic tables
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- 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
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- Figure 84: Hispanic travel clusters, by survey in English or Spanish, April 2010
- Figure 85: Hispanic travel clusters, by language primarily spoken, April 2010
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- Figure 86: Hispanic travel clusters, by household internet access, April 2010
- Cluster methodology
U.S. Hispanic Population
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- Key facts
- Population
- U.S. population by race/Hispanic origin
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- Figure 87: U.S. population, by race/Hispanic origin, 1970-2020
- Figure 88: Asian, black, and Hispanic populations, 1970-2020
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- Figure 89: Population, by race and Hispanic origin, 2005-15
- The Hispanic and non-Hispanic population
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- Figure 90: U.S. Hispanic population, by age, 2005-15
- Figure 91: Total U.S. population, by age, 2005-15
- Hispanic purchasing power
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- Figure 92: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 93: Median household income, by race and Hispanic origin of householder, 2008
- Hispanic income levels
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- Figure 94: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
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- 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
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- 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
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- 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
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- Figure 101: Hispanic population, by country of origin/heritage, 2007
- Figure 102: Graph: Hispanics, by country of origin/heritage, 2007
- Hispanics by geographic concentration
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- 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
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- Figure 106: Hispanic population, states with greatest percentage increase, 2000-06
- Key Hispanic metropolitan areas
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- 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
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- Figure 108: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- Retro-acculturation
Appendix: Other Useful Consumer Tables
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- Figure 109: Top five international destinations, by language spoken in the home, November 2008-December 2009
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- Figure 110: Airlines used for domestic travel, by race/Hispanic origin, November 2008-December 2009
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- Figure 111: Type of magazines read, by household income, November 2008-December 2009
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Appendix: Trade Associations
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