Marketing to Hispanic Travelers: How to Reach Different Generations with Your Message

As the summer season approaches, the travel industry is gearing up to meet the demands of consumers who are eager to explore new destinations or revisit familiar places. However, travel patterns can vary widely among different demographic groups, including Hispanic cohorts. In this chart of the week, we will take a closer look at the travel patterns of Hispanic Baby Boomers, Gen X, Millennials, and Gen Z. By analyzing the Travel Pattern Percentage and Travel Pattern Index data for each group; we can gain insights into their travel preferences, which can be valuable for travel industry professionals looking to provide tailored experiences that meet the unique needs and expectations of each generation.

Source: Resonate Data, UMG Analysis

Source: Resonate Data, UMG Analysis

The Data

• 26%: Hispanic Boomers tend to revisit the same place again and mostly revisit the same place/occasionally go elsewhere. 
• 52%: Hispanic Millennials tend to have some regular places but visit many different destinations and mostly revisit the same place/occasionally go elsewhere.
• 14%: Hispanic Gen Z tend to rarely visit the same place more than two times per year, with a percentage of 14%
• 130 & 140: Compared to Hispanic Baby Boomers and Gen X, Hispanic Millennials and Gen Z are more likely to rarely visit the same place more than two times per year, with Travel Pattern Index scores of 130 and 144, respectively.
• 89 & 133: Across all generations, the Travel Pattern Index is highest for those who mostly revisit the same place but occasionally go elsewhere, with scores ranging from 89 for Baby Boomers to 133 for Gen Z.

What It Means

• Different generations have different travel patterns, with Hispanic Baby Boomers and Gen X more likely to revisit the same place and Hispanic Millennials and Gen Z more likely to explore new destinations.
• The Travel Pattern Index provides a numerical score comparing each generation's likelihood of revisiting the same place. A higher score means a higher likelihood of revisiting the same place, while a lower score means a lower likelihood.
• The data suggests that most generations have a relatively low Travel Pattern Index for regularly revisiting the same place. This indicates that people tend to seek out new destinations or have some regular places they visit but also go elsewhere.
• Marketers can use this data to tailor their messaging and promotions to different generations, such as offering loyalty programs to encourage repeat visits or promoting unique experiences to attract younger travelers.

Takeaways

1. Tailor marketing messages to different generations: Since different generations have different travel patterns, it's important to create marketing messages that resonate with each group. For example, you could highlight the benefits of revisiting familiar places for Hispanic Baby Boomers and Gen X while emphasizing the excitement of exploring new destinations for Hispanic Millennials and Gen Z.

2. Offer loyalty programs: Since the data shows that most generations have a relatively low Travel Pattern Index for regularly revisiting the same place, this could be an opportunity to offer loyalty programs or other incentives to encourage repeat visits. You could offer discounts, rewards, or special perks for customers who return to the same destination multiple times.

3. Promote unique experiences: Hispanic Millennials and Gen Z are more likely to seek out new destinations and experiences, so promoting unique and exciting experiences they can't find elsewhere is important. You could create custom itineraries that showcase local culture and attractions or offer adventure or wellness packages that cater to their interests.

4. Emphasize safety and sustainability: In the wake of the pandemic, safety and sustainability have become increasingly important considerations for travelers. Marketers can highlight their company's commitment to these values and promote safe and eco-friendly experiences.

5. Use social media influencers: Social media influencers can be a powerful tool for reaching younger generations and promoting travel experiences. Consider partnering with influencers with a large following in your target demographic and creating content that showcases your brand authentically and engagingly.