Hispanic Summer Travel

Hispanic Travel Trends
Discover Their Behavior
2014

2
❶ Hispanic Market
❷ Survey on Travel Habits & Attitudes
• How often do Hispanics travel?
• Where are they traveling?
• Who do they travel with?
• How much do they spend on vacations?
• Do they use travel professionals?
• What types of vacations would they like to take?
• How do their traveling habits differ from non-Hispanics?

Hispanics are expected to number 66 million and make up 19% of the
population by the year 2020.
3
12% 12% 12% 13%
4% 5% 6%9%
13%
17%
19%
4%
3%
3%
2%
76%
69%
63% 60%
African American
Asian
Hispanic
Other
White
U.S. Population by Race/Ethnicity
1990 – 2020 (Projected)
Source: U.S. Census Bureau (2012 American Community Survey [ACS] 1-year estimate. 2000 Census data. 1990 Census data. Size of Asian Non-Hispanic
not available for 1990.
1990 2000 Today 2020
(Projection)
Hispanic Population:
52 million currently
66 million in 2020
Whites will become a
minority by 2050

2.7
3.1
3.5
2.5
On average, Hispanics are younger and have larger
households compared to Non-Hispanics.
4
33.2
36.1
27.7
42.6
Source: U.S. Census Bureau (2012 American Community Survey [ACS] 1-year estimate. 2000 Census data. 1990 Census data. Size of Asian Non-Hispanic
not available for 1990.
African
American
Asian Hispanic White
Mean Age Mean Household Size
African
American
Asian Hispanic White
This translates into
larger party sizes
when traveling

5
491
1004
1189
1607
Hispanic Purchasing Power
(In Billions)
“At $1.2 trillion, U.S. Hispanic purchasing power today is larger than
the economies of all but 13 countries”
- Jeff Humphreys, director of the Selig Center.
2000 2010 2013 2018
Source: Selig Center for Economic Growth, University of Georgia, June 2013
1.2 Trillion

Hispanics express more optimism about the U.S. economy compared to
Non-Hispanics.
6
41%
25%
18%
14%
2%
37%
38%
14%
9%
1%
better
than last
year
about the
same as
last year
worse
than last
year
Not sure Prefer to
not
answer
2012-13 2013-14
37%
38%
14%
9%
1%
27%
34%
28%
12%
0%
better
than 2013
about the
same as
2013
worse
than 2013
Not sure Prefer to
not
answer
Hispanics non-Hispanics
Optimism About Economy
I think the economy this coming year will be…..
Hispanics
Source: ThinkNow Research Omnibus Study: February 2014 & February 2013
Greater optimism
about the economy
correlates with
spending

Source: ThinkNow Research Omnibus Study: February-December 2014
Approximately 4-in-10 Hispanic households fall into either the “Upscale” or
“Affluent” income groups.
7
indicates statistically significant differences (95% confidence)
<$50k
59%
Upscale
($50k-$99k)
28%
Affluent
($100k+)
13%
Hispanics

Hispanic Travel Survey
8
Method Online survey via ThinkNow’s National Omnibus Study
Survey Dates Feb-Dec ’14 (Collected over several waves)
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.

Most Common Activities
Which of the following activities have you taken part in over the past 2 years?
Base: All Respondents (n=417 Hispanics and n=313 non-Hispanics)
Hispanics and non-Hispanics are not too far off in terms of the leisure activities they take part in.
9
Upper Case letters indicates statistically significant differences (95% confidence)
66%
61%
43% 42% 42%
34%
31%
25%
22%
19% 18%
69% 70%
46%
51%
36%
30%
38%
36%
23% 22%
12%
Visiting family Entertainment Arts and
culture
Rest and
relaxation
Sports Adventure Nature- based
experience
History/
Heritage
Culinary Cruising Faith-based
Activities in the Past 2 Years
Hispanics (D) Non-Hispanics (E)
D
D
E
Cruising equally
likely among both
groups

Activities Most Interested in Doing
Taking a cruise is at the top of the list of activities that Hispanics as well as non-Hispanics would like to
do in the next two years.
10
43%
33%
30%
27% 26%
22%
18% 18% 17% 15%
12%
38%
33%
29%
26%
23% 25%
15%
12% 12% 13% 14%
Cruising Rest and
relaxation
Nature-based
experience
Adventure History/
Heritage
Culinary Arts and
culture
Entertainment Sports Visiting family Faith-based
Activities Would Like to do in Next 2 Years
Which of the following activities would you like to do in the next 2 years?

Frequency of Vacations
Q: How many vacations do you take per year?
Base: All respondents (n=2,021 Hispanics and n=1,224 non-Hispanics)
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.
11
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
A
E
1.58
1.17
1.91
2.95
1.54
1.13
1.63
2.34
0
0.5
1
1.5
2
2.5
3
3.5
4
Total <$50k Upscale
($50k-$99k)
Affluent
($100k)
Avg. Number of Trips Per Year

Travel Companion
When you book a vacation, who of the following are most likely to join your trip?
Hispanics are more likely to travel with others compared to non-Hispanics.
12
7%
63%
52%
22%
18%
16%
2%
29%
4%
3%
2%
1%
1%
14%
61%
40%
17%
14%
14%
1%
23%
2%
3%
1%
1%
1%
I travel alone
Spouse or partner
Children
Parents
Siblings
Relatives/Extended family
Grandparents
Friends
Church members
Work/Business colleagues
Classmates
Neighbors
Clubs/Associations/Affinity Groups
Who Likely to Travel With
Family (Net)
H: 88% E
NH: 81%
D
E

Yes
42%
No
58%
Hispanics
Travel Professionals
Have you booked a trip in the past 2 years using a travel professional (travel agent or tour operator)?
Why haven't you booked a trip in the past 2 years using a travel professional (travel agent or tour operator)?
Base: All Respondents (n=417 Hispanics and n=313 non-Hispanics); Haven’t booked a trip using travel professional (n=231 Hispanics and n=212 non-Hispanics)
Hispanics are more likely to use a travel professional compared to Non-Hispanics. The biggest reason
for not using a travel professional is preference for online.
13
Yes
36%
No
64%
Non-Hispanics
Booked a Trip Using Travel Professional in
Past 2 Years
35%
19%
17%
14%
9%
3%
3%
35%
19%
15%
24%
8%
2%
1%
I book online/ make travel
reservations by myself
Have not time to
travel/have not traveled
Can`t afford a vacation/no
money
Haven`t had a need for a
travel professional
Travel professionals are
more expensive
I travel by car/I drive
Don`t know enough about
travel professionals
Reasons for Not Using Travel Professional in
Past 2 Years
Hispanics (D)
Non-Hispanics (E)
D

Most Important When Choosing Travel Professional
When using a travel professional to arrange your vacation, what are the most important criteria in choosing a travel professional?
Base: Have booked a trip using a travel professional (n=186 Hispanics and n=101 non-Hispanics)
For Hispanics, having a travel professional who understands the needs of Hispanic travelers ranked highest in
terms of importance when booking a vacation, followed by price and quality of vacations.
14
34%
18%
13%
10%
10%
5%
4%
5%
21%
22%
34%
21%
2%
The travel professional understands the specific
needs and interests of the Hispanic traveler.
The pricing of vacations offered.
The quality of vacations offered.
Travel professional speaks Spanish.
The types of vacations offered.
The quality and reputation of the travel
professional/organization.
Incentives and loyalty programs offered.
The travel professional’s website and brochures
are bi-lingual (Spanish/English).
Criteria Ranked 1st
E
D
D
“Types of vacations offered”
is less important to Hispanics
than NH, as is
“quality/reputation of travel
professional”.
n/a
n/a
n/a

Amount Spent 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. 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.
15
$2,359
$1,819
$2,623
$3,643
$2,006
$1,517
$1,981
$2,798
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
Total <$50k Upscale ($50K-$99K) Affluent (100K+)
Average Spending per Vacation in U.S.
A
E
E

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. by Car
Among Travelers
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.
16
D
D
D

Domestic Destinations by Car
Q: Where did you drive 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.
17
CA
30%
16%
TX
13%
6% FL
26%
27%
NV
14%
7%
AZ
6%
4%
CO
6%
4%
NY
10%
8%
E
E
E
Hispanics
Non-Hispanics
Top 7 destinations for Hispanics shown

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.
18
47%
34%
55%
77%
41%
30%
41%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Take Vacations in U.S. by Air
Among Travelers
E
E
E

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.
19
31%
27%
31%
44%
18%
8%
15%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Take Vacations Internationally
Among Travelers
E
E
E
E

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 in Past 2 Years
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.
20
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

Amount Spent on International Vacations
Q: How much do you typically spend for a vacation internationally?
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 as
non-Hispanics are more likely to travel farther (i.e. Europe).
21
$5,693
$4,196
$6,035
$8,754
$6,485
$5,889 $5,916
$6,989
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
$10,000
Average Spending per International Vacation
AB
D
E
D

Hotels
Q: Which of the following hotels have you stayed at over the past year?
Base: All respondents (n=2,021 Hispanics and n=1,224 non-Hispanics)
Hispanics are more likely than non-Hispanics to report staying at several hotel chains, including Embassy Suites, La
Quinta and Motel 6.
22
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 Stayed at in Past Year
E
E
E
E

Sample Profile
24
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%

Sample Profile
25
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%

Sample Profile
26
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%

Key Insights
27
 Upscale and affluent Hispanic consumers are just as likely as their non-Hispanic
counterparts to take vacations.
 However, they are significantly more likely to fly somewhere domestically and/or
travel internationally for their vacations.
 As expected, likelihood of traveling increases with household income.
 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.
 Hispanics are more likely to use a travel professional to book a trip compared to
non-Hispanics.
 Having a travel professional who understands the needs of Hispanic travelers is very
important – more so even than price and quality of vacations.

Key Insights
28
 Hispanics are more likely to travel with others (mainly family) than non-Hispanics.
 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.

Contact Info
Main Phone: 877-200-2710
Mario X. Carrasco, M.A.
Managing Partner
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk, MBA
Managing Partner
roy@thinknowresearch.com

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