thinknow research presents hispanic travel trends

Hispanics and Traveling Research

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 originAge 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)

<$50k59%

Upscale ($50k-$99k)28%

Affluent ($100k+)

13%

Hispanics

<$50k47%

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?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.

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

AE

(A) (B) (C)

5

Domestic Vacations by Car

Q: When you vacation, do you usually travel domestically or internationally? A: Domestically (U.S.) - DriveBase: 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


DD

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.) - FlyBase: Respondents who take at least 1 vacation per year (n=1,629 Hispanics and n=943 non-Hispanics)

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%

AllHispanics

<$50k Upscale($50k-$99k)

Affluent($100k+)

Spending on a Vacation within the U.S.

$5,000 or more

$4,000 to lessthan $5,000




Less than$1,000

AverageSpending

$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: InternationallyBase: Respondents who take at least 1 vacation per year (n=1,629 Hispanics and n=943 non-Hispanics)

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 DestinationsHispanics (D) Non-Hispanics (E)

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 <$50kUpscale

($50k-$99k)Affluent ($100k+)



(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 ormore

$7,500 to lessthan $10,000



Less than$2,500

AverageSpending

$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

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Hotels Stayed with in Past Year

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 in many different hotel chains, regardless of income level.

HHI <$50kUpscale

($50k-$99k)Affluent ($100k+)



(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 VisitedHispanics (D) Non-Hispanics (E)


E

E

E

E

13

Appendix: Sample Profile

Sample Profile

HispanicsNon-

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

HispanicsNon-

Hispanics

Lower Income


Upscale Hispanics

($50k-$99k)


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

HispanicsNon-

Hispanics

Lower Income


Upscale Hispanics

($50k-$99k)


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%

AcculturationLess 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 OriginMexican/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%

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Quantitative ResearchCarlos Yanez 818-843-0220 [email protected]

Qualitative ResearchJairo Moncada818-843-0220 [email protected]

PanelGus Peña818-843-0220 [email protected]

Contact Info:

CorporateMario X. CarrascoPartner 818-843-0220 [email protected]

Roy Eduardo KokoyachukPartner818-843-0220 [email protected]

mailto:[email protected]





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