A new study conducted by Expedia Group Media Solutions, the advertising department of Expedia Group, reveals that travelers from Latin America are very aware of their budget when planning a trip, but prioritize activities and experiences. 64% of travelers are making trips within their own country, showing that Latin Americans are more likely to travel domestic than to visit abroad. The survey conducted by Northstar Research Partners, highlights the behaviors, preferences and influences of travelers from Argentina, Brazil and Mexico.
Published today during the Destinations International Annual Convention, the study “Latin American Travel and Tourism Trends Study” shows that Latin American travelers on average are taking about five trips a year, which is more than travelers from other countries and the average duration in Leisure travel is 10 days. Despite their desire to travel, six out of ten are undecided about a destination when they decide to take the trip, and more than 70% are open to outside help or inspiration.
More than 50% of travelers use online travel agencies (OTA) during the travel planning process, compared to airline websites, hotels or destinations. 49% of travelers book their trip with an OTA, the strongest conversion from planning to booking among Latino travelers. More than half use their mobile phone or smartphone when seeking inspiration for travel and more than a third perform searches related to travel from these devices. As expected, the use of mobile devices soars during travel, reflected in 75% of Latin American travelers.
“Latin American travelers are taking more trips, and longer trips compared to tourists from other countries, but curiously, most choose to explore their own countries instead of traveling internationally,” said Jennifer Andre, Senior Director of North America and Latin America , Expedia Group Media Solutions. “Although Latin Americans tend to travel to domestic destinations, they are often undecided about the destination and are resorting to a variety of sources of inspiration and information.” This indicates a significant opportunity for marketing professionals to reach and influence this audience. along the way of purchase.
How they travel: days, routes and stays
A deeper analysis of the average number of trips per year reveals that Latin American travelers are taking almost twice as many personal trips compared to business trips. Although Latin American travelers are more likely to explore their own countries instead of going abroad, 54% of Argentines take international trips, and often take longer pleasure trips – with 12 days on average. Argentines and Brazilians (with an average of more than 11 days) are taking longer trips, compared to other countries around the world. Two thirds of Latin American travelers prefer air flights as their means of transportation, and 69% stay in hotels when they are away from home.
Budget, expenses and types of trips
Eight out of ten travelers answered that the budget is the main factor when researching and booking a trip, illustrating an opportunity to integrate offers, discounts and tips to save money to attract Latin American travelers. Hotel, airline tickets and meals represented more than 60% of the total budget of the trip, while purchases, attractions and transportation accounted for the remaining 30%. It should be noted that 60% of Latin American travelers opt for relaxing trips, followed by family visits and leisure trips.
Influencias y publicidad
La mayoría de los viajeros de Latinoamérica tratan de buscar ayuda e inspiración cuando están en el proceso de planear un viaje y utilizan muchos recursos para encontrar ayuda sobre qué decisiones tomar. El 82% de las personas dijeron que el contenido informativo sobre los destinos y viajes influyen en sus decisiones, por su parte, el 71% dijo que los anuncios también los influyen y casi el 90% de los viajeros buscan ofertas antes de escoger. El contenido relevante y una comunicación sólida son claves para una publicidad efectiva; el 60% de los viajeros en Latinoamérica se ven influenciados si los anuncios tienen ofertas atractivas y la mitad opinaron que la información e imágenes atractivas también apoyan sus decisiones.
Insights claves y aprendizajes de mercadeo para atraer a viajeros de América Latina
La mayoría de los viajeros no han seleccionado un destino cuando deciden tomar un viaje, ilustrando una amplia oportunidad para influenciar a través de una estrategia de mercadeo efectiva.
Los viajeros buscan inspiración a través de una variedad de recursos, y una estrategia de multiplataforma ayudará a alcanzar e influenciar a más viajeros con contenido relevante.
Los viajeros recurren a OTAs para inspirarse a viajar y reservar, demostrando la importancia de las oportunidades de asociaciones estratégicas.
Los viajeros priorizan las experiencias sobre las ofertas, y toman vacaciones más largas, así que los profesionales del mercadeo deberían enfocarse en actividades y experiencias únicas, y promover un itinerario de estadía más extenso, mientras se proveen ofertas relevantes para hacer la decisión del consumidor aún más fácil.
Más insights sobre el mercadeo en América Latina
Para conseguir más recomendaciones que los profesionales pueden utilizar para captar viajeros de Latinoamérica así como ver el estudio completo, visite el sitio web de Expedia Group Media Solutions