Catch a sea breeze off the Carribean coast of Mexico, take in Patagonia’s tough terrain to experience both Argentina and Chile’s wonders, and seep deep into Rio de Janeiro’s rich cultural scene. These are just some of the tourist gems that make Latin America’s travel experience sparkle. That’s why Latin Americans are traveling so much within their own region.
With this hot market, businesses all over the globe are set up to reap the benefits of the region’s thriving tourism. According to reports by the World Trade Organization, Latin America had a 3% tourism growth in 2018. As travelers come to soak in the treasures of Latin America, businesses are faced with opportunities to cater to tourism. The potential of Latin America offers businesses a ripe platform to grow.
Travel is changing, however. With the ability to pay by installments and even take out travel loans, parsed out spending habits are the preferred method for the modern traveler. That means a more diverse group of travelers are branching out within Latin America. For a business, it’s key to update marketing strategies to take advantage of new customers.
Latin American travelers are a mix of personas. The spend-thrift traveler is on the rise, but even still, luxury travel remains a big draw for Latin Americans. What most people are striving for is an experiential travel adventure, not just a simple getaway. Learning about these travelers can help businesses target their campaigns in order to grow with travel trends.
LABS summed up the top 3 Latin American Tourist Profiles to help you find out which one of them can be a match for your business.
The Price-Oriented: Looking for a bargain
The internet has opened up a world of opportunity for thrifty travel that’s also fulfilling. As a younger travel set, as reported by Forbes, the Millenial traveler will book a trip based on an affordable Airbnb stay, or a great airline ticket find. This traveler is dependent on social media and is keen for a one-of-a-kind experience more than a luxurious get-away. The less expensive option is always the choice for this traveler. Brand loyalty relies on an app, rather than a service. This traveler:
- Uses apps and metasearch travel sites like Kayak or Skyscanner;
- Are interested in experience activities over expensive luxury;
- They will be spontaneous for a great rate;
- Very little of their travel is planned outside of airfare and lodging.
The Searcher: Seeking for the best deal
The internet has so much information, and wise travelers search before they travel. Some, however, are more reliant on search results than others. Research-inclined travel bookings have had a direct effect on the industry. In a recent study that Google conducted with PhocusWrightIn, in 2018, 64% of airfare to Brazil was booked on mobile search platforms, while 66% of hotels were done in the same fashion. These value seekers are excellent targets for ecommerce businesses – still according to Google, in 2018 conversion rates grew 88% on mobile travel platforms alone.
- Search-heavy travelers use sites like Hotels.com or Booking to compare all elements of travel. Airfare, lodging, and other options.
- Like many travelers today, an appeal to experience dictates travel arrangement. Many are predetermined before they arrive based on those expectations, even if the booking comes last minute.
- Value is important for the Searcher, and they will look for the best deal.
The Time-Saver: Getting the most out of their time
This person is about using their time in the best way possible. That may mean they are outsourcing much of the prep work, or the vacation experience, and that means business for anyone in the tourism service sector. In a news story of The New York Times, this mindset is easy to notice: During a 10-day tour of India a couple hired a driver in the country to avoid all the wasted time spent traveling to, from and in airports, being able to use this time to visit more cities, see more of the place at their own pace, and make local connections. These travelers are trying to get the most out of their time. A new trend even found that 81% of millennials will likely plan to tack vacation onto their business trips, while 56% of Generation X and 46% of Boomers will do the same. It’s a savvy way to get the most out of precious vacation time.
- Brand loyalty is important to this traveler. Trusted names are easy, time-saving go-to decisions.
- Easy to navigate experience – will spend money for a better vacation.
- Value is still important, so they will use high-end travel sites like Luxurylink, Secret Escapes, and traditional agencies like SuiteStory.
- Personalized off-line agencies work, as long as the experience is fast. This is preferable because time-savers will not have to plan as much, but still have a personal experience.
- Looks at recommendations for the best experience, which is time well spent. A poor experience that saves money is not part of this traveler’s mindset.
With the rise in tourism, marketing towards these common Latin American travelers will help businesses take full advantage of Latin America’s booming industry. Offering a high-quality experience, installments payment option, and marketing towards the traveler’s mindset can be the turning point that will make a business thrive in the region.