Marketers going after emerging affluent Latino travelers
When it comes to going after the US Hispanic market, the airlines are leaders, according to a new report published by Hispanic Market Weekly.
“Marketers continue to aggressively pursue the fast-growing Latino consumer while now developing plans to reach an emerging subgroup – the business and affluent Latino leisure traveler,†said the report.
It shows airlines leading the travel industry in spending.
“Through the first three quarters of 2007, the top 10 airlines invested just over $19 million in Spanish-language advertising, with the majority ($12.5 million) going to Spanish-language network television. The top investor over the same period was Southwest Airlines at $11.8 million, as tracked by Nielson Monitor-Plus,†said the report.
The data, as well as insiders, seem to agree that Hispanic travel is poised for dramatic growth. Said Adam Jacobson, associate editor the report’s author:
“What the industry seems most keyed on is the fact that Latino entrepreneurs and those who can afford to take luxury vacations are now gaining in importance, as the ‘visiting friends and relatives’ crowd ponders whether or not to travel in the midst of a sluggish U.S. economy.â€
The report also points that many Latinos use online travel sites such as Expedia, Orbitz and Travelocity although they do not have Spanish-language options – a sign that the popular way in which non-Latinos book flights could benefit from a great leap into the US Hispanic market.
Report by David Wilkening
David
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