Thinknow Research Presents Hispanic Travel Trends

HispanicsandTravelingResearch
Summer 2014

Methodology
Method Online survey via ThinkNow’s National Omnibus Study
Survey Dates Feb-May ‘14
Base Sizes
Hispanics (n=2,021)
Non-Hispanics (n=1,224)
Sampling Criteria Self-identified as Hispanic origin or non-Hispanic origin
Age 18-64
Weighting:
Weights applied with respect to gender, age and region for each sample
to targets defined by the U.S. Census Bureau.
2

Key Insights
• Upscale and affluent Hispanic consumers (HH incomes of $50K-$99K and $100K+,
respectively) are just as likely as their non-Hispanic counterparts to take vacations,
but are significantly more likely to fly somewhere domestically and/or travel
internationally for their vacations.
• As expected, likelihood of traveling increases with income. In the past year, 9-in-10
upscale Hispanics reported traveling in the past year; this was nearly 100% among
the affluent group.
• Regardless of income, Hispanics spend more money on average than non-Hispanics
on domestic vacations, due at least in part to the fact that they are more likely to fly
and because they have larger families.
• The top international destinations for Hispanic travelers are Mexico and countries in
the Caribbean as well as South America. Affluent Hispanics are more likely than
lower income Hispanics to travel to western Europe (England, France, Spain) and
Australia.
• Affluent Hispanics report spending over $8,700 on average for an international
vacation, compared to about $7,000 spent by affluent non-Hispanics.
• Favorite hotel chains used by affluent Hispanics include Hilton, Marriott and Best
Western.
3

Income Profile
Q: What is the total combined household income of all the members of your household?
Base: All respondents (n=2,021 Hispanics and n=1,224 non-Hispanics)
Approximately 4-in-10 Hispanic households fall into either the “Upscale” or “Affluent” income groups compared to
just over 5-in-10 for non-Hispanics.
indicates statistically significant differences (95% confidence)
<$50k
59%
Upscale
($50k-
$99k)
28%
Affluent
($100k+)
13%
Hispanics
<$50k
47%
Upscale
($50k-
$99k)
30%
Affluent
($100k+)
23%
Non-Hispanics
Group Name Income
Bracket
Upscale $50K - $99K
Affluent $100K +
4

Average Vacations per Year
Q: How many vacations do you take per year?
The likelihood of taking vacations increases with increasing household income. Overall, Hispanics and non-
Hispanics are equally as likely to take at least one vacation per year.
79%
72%
89%
96%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Hispanics <$50k Upscale
($50k-$99k)
Affluent
($100k+)
Vacations Taken per Year
0
1
2
3
4
5
6+
1 or more
79%
72%
89%
96%
79%
65%
88%
96%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total <$50k Upscale
($50k-$99k)
Affluent
($100k)
Percent Taking 1+ Vacations per Year
Hispanics (D) Non-Hispanics (E)
Upper Case letters indicates statistically significant differences (95% confidence)
AB
A
E
(A) (B) (C)
5

Domestic Vacations by Car
Q: When you vacation, do you usually travel domestically or internationally? A: Domestically (U.S.) - Drive
Base: Respondents who take at least 1 vacation per year (n=1,629 Hispanics and n=943 non-Hispanics)
Among travelers, the likelihood of taking a vacation by driving domestically does not vary by income among
Hispanics, but Hispanics with income levels under $100,000 are less likely to take driving vacations than non-
Hispanics.
74% 72%
76% 77%
83%
88%
83%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total <$50k Upscale ($50k-$99k) Affluent ($100k+)
Take Vacations in U.S. - Drive
D
D
D
6

Domestic Vacations by Car
Q: Where did you visit for your last 2 domestic vacations?
Base: Respondents who travel domestically by driving (n=1,201 Hispanics and n=791 non-Hispanics)
In general, Hispanics are more likely to take domestic vacations by car to California, Nevada and Texas compared to
non-Hispanics. Both are equally like to drive to Florida.
HHI <$50k Upscale ($50k-$99k) Affluent ($100k+)
Hispanics
Non-
Hispanics
Hispanics
Non-
Hispanics
Hispanics
Non-
Hispanics
(F) (G) (H) (I) (J) (K)
29% G 14% 32% I 15% 30% 21%
26% 20% 26% 27% 32% 38%
10% 8% 15% FI 6% 26% FHK 8%
16% GK 7% 12% IK 6% 5% 5%
10% 9% 9% 7% 10% 9%
5% 3% 7% 5% 7% 4%
4% 3% 6% 5% 8% 5%
500 339 501 321 165 101
30%
26%
14%
13%
10%
6%
6%
16%
27%
7%
6%
8%
4%
4%
0% 10% 20% 30% 40%
California
Florida
Nevada
Texas
New York
Colorado
Arizona
Top U.S. Driving Destinations
Hispanics (D)
Non-Hispanics (E)
E
E
E
7

Domestic Vacations by Air
Q: When you vacation, do you usually travel domestically or internationally? A: Domestically (U.S.) - Fly
Upscale and affluent Hispanic travelers are more likely than non-Hispanics to take domestic vacations by flying
somewhere.
47%
34%
55%
77%
41%
30%
41%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Take Vacations in U.S. - Fly
E
E
E
8

Average Spending on Domestic Vacations
Q: How much do you typically spend for a vacation in the United States?
Base: Take vacations (drive or fly) domestically (n=1,482 Hispanics and n=914 non-Hispanics)
On average, Hispanics spend about $2,400 on a vacation traveling within the U.S., rising to over $3,600 among
affluent Hispanics. Hispanics spend more than non-Hispanics across all income brackets, in part because they are
more likely to fly and have larger families on average.
$2,359
$1,819
$2,623
$3,643
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All
Hispanics
<$50k Upscale
($50k-$99k)
Affluent
($100k+)
Spending on a Vacation within the U.S.
$5,000 or more
$4,000 to less
than $5,000
$3,000 to less
than $4,000
$2,000 to less
than $3,000
$1,000 to less
than $2,000
Less than
$1,000
Average
Spending
$2,359
$1,819
$2,623
$3,643
$2,006
$1,517
$1,981
$2,798
Total <$50k Upscale
($50K-$99K)
Affluent
(100K+)
Average Spending per Vacation
AB
A
(A) (B) (C)
E
E
E
E
9

International Vacations
Q: When you vacation, do you usually travel domestically or internationally? A: Internationally
Overall, Hispanics are significantly more likely than non-Hispanics to take vacations outside of the U.S., although
there is less of a difference among affluent travelers.
31%
27%
31%
44%
18%
8%
15%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Take Vacations Internationally
E
E
E
E
10

19%
18%
11%
10%
10%
7%
7%
6%
5%
5%
13%
29%
4%
3%
17%
4%
13%
6%
9%
3%
2%
22%
Caribbean - any country
Mexico
South America - any country
Canada
Central America - any country
England
France
Italy
Australia
Spain
Other
International Destinations
D
International Destinations
Q: What were the last 2 vacation destinations you visited outside the United States?
Base: Take vacations internationally (n=513 Hispanics and n=138 non-Hispanics)
The Caribbean, Mexico and South American countries are the top international destinations for
Hispanic travelers.
HHI <$50k
Upscale
($50k-$99k)
Affluent
($100k+)
Hispanics
Non-
Hispanics
Hispanics
Non-
Hispanics
Hispanics
Non-
Hispanics
(F) (G) (H) (I) (J) (K)
24% H 16% 14% 14% 19% 41% J
21% G 3% 17% - 12% 7%
11% J 5% 16% IJ 3% 4% 2%
6% 18% 14% F 19% 12% 17%
9% 6% 10% - 13% 6%
4% 17% 8% 16% 16% FH 10%
2% 5% 10% F 11% 16% FK 4%
3% 3% 9% F 17% 9% 8%
3% 6% 5% 3% 11% FK 2%
4% - 4% 8% 12% FH -
14% 16% 12% 20% 15% 24%
188 30 213 59 95 48
E
E
E
D
11

Average Spending on International Vacations
Q: How much do you typically spend for a vacation in the United States?
Base: Take vacations internationally (n=513 Hispanics and n=138 non-Hispanics)
On average, Hispanics spend nearly $5,700 on a vacation outside of the U.S., rising to over $8,700 among affluent
Hispanics. Overall, Hispanics tend to spend less that non-Hispanics on international vacations.
$5,693
$4,196
$6,035
$8,754
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Hispanics <$50k Upscale
($50K-$99K)
Affluent
($100K+)
Spending on an International Vacation
$10,000 or
more
$7,500 to less
than $10,000
$5,000 to less
than $7,500
$2,500 to less
than $5,000
Less than
$2,500
Average
Spending
$5,693
$4,196
$6,035
$8,754
$6,485
$5,889 $5,916
$6,989
Total <$50k Upscale
($50k-$99k)
Affluent
($100k+)
Average Spending per Vacation
A
(A) (B) (C)
AB
D
E
D
12

Hotels Stayed with in Past Year
Q: Which of the following hotels have you stayed at over the past year?
Hispanics are more likely than non-Hispanics to report staying in many different hotel chains, regardless of income
level.
HHI <$50k
Upscale
($50k-$99k)
Affluent
($100k+)
Hispanics
Non-
Hispanics
Hispanics
Non-
Hispanics
Hispanics
Non-
Hispanics
(F) (G) (H) (I) (J) (K)
18% 17% 30% F 23% 29% F 26%
17% 19% 23% F 22% 30% FK 19%
10% 8% 25% F 14% 37% FHK 20%
14% 16% 20% F 18% 21% F 20%
10% 8% 23% FI 18% 32% FH 23%
14% 13% 15% I 8% 11% 14%
7% G 3% 16% FI 8% 20% F 15%
9% 8% 14% F 12% 17% F 17%
9% G 3% 16% FI 10% 16% FK 7%
11% G 6% 9% I 5% 12% K 3%
4% 3% 11% F 8% 25% FHK 11%
8% 7% 8% 7% 6% 5%
4% 4% 10% FI 5% 15% F 12%
32% 35% 16% 20% 11% 17%
967 597 743 435 226 139
23%
20%
17%
16%
16%
14%
11%
11%
12%
11%
8%
8%
7%
25%
21%
20%
12%
18%
14%
12%
7%
11%
6%
5%
6%
7%
6%
26%
Holiday Inn
Best Western
Hilton
Comfort Inn
Marriott
Days Inn
Embassy Suites
Hampton Inn
La Quinta
Motel 6
Hyatt
Super 8 Motel
Sheraton
Other
Hotels Visited
E
E
E
E
13

Sample Profile
Hispanics
Non-
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 1224 967 743 226
Gender:
Male 51% 49% 47% 58% 54%
Female 49% 51% 53% 42% 46%
Age:
18 to 24 20% 15% 26% 15% 9%
25 to 34 27% 20% 22% 34% 25%
35 to 44 24% 20% 22% 25% 30%
45 to 54 18% 23% 18% 16% 26%
55 to 64 11% 21% 12% 10% 10%
Mean age 37 41 37 37 40
Census Region:
Northeast 14% 19% 14% 15% 15%
Midwest 9% 24% 6% 12% 11%
South 36% 37% 42% 34% 24%
West 40% 20% 38% 40% 50%
15

Sample Profile
Hispanics
Non-
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 1224 967 743 226
Education:
Less than High School graduate 6% 3% 8% 2% 1%
High School Graduate/GED 22% 23% 31% 13% 7%
Some college/AA/Technical 39% 36% 42% 39% 28%
College graduate or more 32% 38% 19% 46% 64%
Household Income:
Less than $50,000 57% 45% 100% - -
$50,000 to less than $100,000 26% 29% - 100% -
$100,000 or more 12% 22% - - 100%
Prefer not to state 4% 4% - - -
Mean ($000) $60 $79 $26 $69 $200
Marital Status:
Married or living with partner 59% 57% 50% 71% 80%
Single, never married 31% 31% 37% 23% 15%
Separated/divorced/widowed 10% 12% 13% 6% 5%
Prefer not to answer 1% 1% 1% - -
Have Children <18 in HH 54% 41% 48% 61% 66%
16

Sample Profile
Hispanics
Non-
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 1224 967 743 226
Language Spoken at Home:
Spanish only 10% - 11% 9% 10%
Spanish mostly 23% - 23% 28% 26%
Spanish and English equally 29% - 29% 29% 28%
English mostly 20% - 20% 19% 17%
English only 18% - 18% 14% 18%
Acculturation
Less acculturated 13% - 15% 12% 9%
Bicultural 60% - 57% 63% 65%
More acculturated 27% - 28% 25% 26%
Born in U.S. 73% 92% 68% 78% 77%
Born outside of U.S. 27% 8% 32% 22% 23%
Country of Origin
Mexican/Mexican-American 57% - 56% 65% 62%
Puerto Rican 15% - 18% 12% 9%
South American 12% - 11% 12% 16%
Cuban 8% - 9% 7% 10%
Central American 8% - 8% 7% 4%
Dominican 3% - 4% 3% 1%
17

Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
ContactInfo:
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com

Thinknow Research Presents Hispanic Travel Trends

Recommended

Recommended

More Related Content

More from ThinkNow

More from ThinkNow (20)

Recently uploaded

Recently uploaded (20)

Thinknow Research Presents Hispanic Travel Trends