Did you know that the U.S. Hispanic population will spend $165 billion on travel in 2025, according to Airbnb reports?
Yep, you read that right. The Hispanic or Latino population, which makes up almost 20% of U.S. residents, will define the future direction of travel industry growth. Hispanic travelers take more vacations annually than non-Hispanic travelers do. And they spend approximately $300 more per trip.
And where are they staying? Well, 54% are choosing Airbnb’s short-term rentals over traditional hotels. (We see you, cozy vacation homes!) Airbnb even saw a 32% spike in U.S. guests selecting Spanish as their primary language in 2023.
So, travel brands, listen up! If you’re not targeting Hispanic travelers, you’re leaving serious money on the table. Time to roll out the red carpet for them this travel season…or at least a bilingual website!
Well, to save you from hassle, here are some tips you can keep in mind when building your next marketing strategy.
1. Family is Everything for Hispanic Travelers!
No, really! 60% say their kids influence their vacation plans (compared to 43% of non-Hispanics). So, destinations better roll out the red carpet for the little ones because they will definitely be part of the trip!
No wonder Disneyland comes up as a top choice. Hispanics are 1.9x more likely to visit than the general population. And it’s not just about fun. 49% of Latino parents use travel to teach their kids about their heritage (that’s something they care deeply about as we will look more into).
But let’s be real: when it comes to Hispanics, family trips don’t stop at mom, dad, and the kids. A whopping 74% of Hispanic travelers bring extended family along! Airbnb even made group planning easier with shared wishlists and trip invites. (About time, right?)
Meanwhile, hotels? Some still need to catch up. Holiday Inn and Express are leading but where are the luxe resorts? Time to step up!
2. Reach Them Where They Are — Online
Want to grab Hispanic travelers’ attention? Meet them where they live—online!
A massive 74% are active on social media (10% more than non-Hispanics), and 53% actually use it to plan trips. Oh, and travel influencers? Huge deal. Nearly 28% of Hispanic travelers take inspiration from them (vs. 21% of others).
Now, let’s talk trip motivations. 34% will pack their bags just to visit a place they saw in a TV show, book, or movie. (So, who’s heading to Emily in Paris hotspots?) Meanwhile, 32% say they will travel for a band or music event.
Smart brands? Oh, they’re stepping up. Southwest Airlines is looking at Hispanic radio and the internet for reaching Spanish-speaking travelers in the U.S. Spanish-language social campaigns, free Wi-Fi for family check-ins. All these little touches go a long way.
Take another example such as Hughesnet. It offers Hughesnet servicio al cliente en español, which is only dedicated to Spanish speakers. It makes sure that Hispanic customers get assistance 24/7 regarding its internet service, and that too in their own language to feel stress-free and comfortable.
Moreover, you can go the extra mile by reaching out to a Hispanic influencer and offering a free stay at your hotel. It might just grab a lot of attention for your brand!
3. Culture is a Big Deal for the Hispanic Traveler
Want to win over Hispanic travelers? Take them back to their roots!!
A huge 76% dream of visiting Latin America to connect with their culture (cue the emotional homecoming music in your ad campaign). Of all US travelers who set Spanish as their language, 38% jetted off to Latin America in 2023. The hottest destinations? Florianópolis, Brazil; Sabaneta, Colombia; and San Salvador, El Salvador.
And 74% prioritize a destination’s culture when picking a spot. Airbnb gets it, so you might want to check out their marketing strategy (the numbers say it all).
Other smart brands aren’t sleeping on this. Alaska Airlines has been making strides with Hispanic travelers along the Pacific Coast by boosting awareness of its Mexico routes. In 2007, it dedicated 12% of its ad budget to Spanish-language campaigns and introduced bilingual signage at LAX check-in and arrival areas.
So, adding Spanish-speaking tour operators to your promos? Instant boost.
4. Hispanics Are All About New Adventures
Well, 77% of Hispanics say they’re more likely to choose a brand if it introduces them to new sensations (compared to 62% of the general population). And 85% are actively craving more novelty in life!
So, travel brands, take notes. Think behind-the-scenes tours, surprise attractions, and exciting new menu items are your golden ticket.
Oh, and let’s not forget: Hispanics aren’t just travelers; they’re trendsetters. 68% are the first in their friend group to try new things (hello, influencer energy!), and another 68% are the go-to person for brand recommendations.
Want to win them over? Give them ways to share their adventures. Selfie spots, exclusive previews, you name it.
Key Takeaways
Here’s the bottom line: Want to win over Hispanic travelers this year? All you have to do is keep it family-friendly, keep it fresh, and keep it fun! Speak their language (literally), appreciate their culture, give them Insta-worthy moments, and tap into their love for adventure. Nail this, and boom! Your brand will become an attraction for one of the biggest travel groups in the country.
