In an interesting take on international source markets, Expedia has released a study that that analyzes a fairly thorough profile of the key markets of Mexico, Brazil and Argentina which, combined, account for more than 3 out of every 5 international visitors to the United States (Based on data from the U.S. National Travel and Tourism Office for 2016, which show that the three countries sent 23.6 million travelers to the USA out of a total of 75.7 million visitors—or 31.2 percent of the total.
INBOUND has decided to start off with what usually comprises the summary part of such a report, Key Takeaways, in order to provide a palette for the reader to better understand the report: “Latin American Travel & Tourism Trends—Travel habits, behaviors, and influencers of Argentinean, Brazilian and Mexican Travelers.”
The Takeaways:
—Travelers from Mexico, Brazil and Argentina prioritize experiences over deals, and take longer holidays so marketers should lead with unique activities and experiences and promote a longer length-of-stay itinerary – while providing relevant deals to make the decision even easier.
—They’re undecided on a trip destination: 6 in 10 or more are undecided on a destination when they decide to take a trip, so there is ample opportunity to influence through effective advertising.
—They seek inspiration from a variety of sources: Create a multi-platform strategy to reach and influence travelers through relevant content throughout the purchase journey.
—They turn to OTAs for inspiration and booking: More than half of travelers are using OTAs in their trip planning process. Seek out opportunities for strategic partnerships.
The Details:
Where They Stay on Their Travels
Budget is Primary Factor…
Type of Trip Matters …
Six in Ten Vacationers are “Destination Indecisive” …
A Majority are Open to “Destination Inspiration” …
Activities and Experiences Drive Travel Decisions …
Question: Identify which consideration would be most important to you in terms of how you choose a vacation/ holiday and which consideration would be least important to you in terms of how you choose to purchase a vacation/holiday.
Deals, Info and Ads Influence Trip Planning Decisions …
Resources that Play an Influential Role in Trip Planning …
Effective Advertising Features Appealing Deals, Imagery Informative Content …
Smartphone Usage During Inspiration and in-Trip
Notes on Methodology: Sample Size—Mexico: n=1,000; Brazil: n=1,001; Argentina: n=1,001; Total: N=3,002. Qualifying Criteria: Respondent must have booked online travel in the past year. Data Collection Method: Quantitative Survey. Field Work: March 1-12, 2018.
