Published on : Thursday, July 12, 2018
A recent study unveils that Latin American travelers are watchful on their budget when planning a vacation. However, they prioritize trip activities and exclusive experiences over price. Sixty-four percent are indulging in trips within their own country, demonstrating that Latin Americans are more apt in traveling domestically than going overseas. The findings, from a survey carried on by Northstar Research Partners, highlight the behaviors, preferences and influences of travelers from Argentina, Brazil, and Mexico.
Disclosed today at the Destinations International Annual Convention, the Latin American Travel and Tourism Trends Study emphasizes that on average, Latin American travelers are enjoying five trips every year, which is more than travelers from other countries. Also, their average leisure trip duration is ten days at the max. In spite of their propensity for travel, six out of 10 remain in doubt on a destination when they first start planning about a trip, and more than 70 percent are open to help and inspiration.
Over 50 percent of Latin American travelers utilize online travel agencies or OTAs at the time of trip planning process, ahead of airline, hotel or destination websites. Forty-nine percent of travelers book their trip on an OTA, the most powerful conversion from planning to booking among Latin American travelers. Over half use their smartphone while looking for travel inspiration and more than one-third carry on travel research on their mobile device. Of course, mobile usage spikes in-trip, when more than 75 percent of Latin American travelers utilize their smartphone.
“Latin American travelers are taking more trips and longer trips than travelers from other countries, but interestingly, the majority opt to explore their own countries over traveling internationally,” said Jennifer Andre, Senior Director, North America and Latin America at Expedia Group Media Solutions. “Although Latin Americans may be more apt to travel domestically, they are often undecided on a destination, and they’re turning to a variety of sources for inspiration and information. This indicates a significant opportunity for marketers to reach and influence this audience throughout the path to purchase.”