Sao Paulo – New Latin American generational knowledge launched at the moment by Expedia Group® Media Options, the promoting group of Expedia Group, reveals that Latin American Gen Z and Millennial vacationers prioritize once-in-a-lifetime experiences, whereas Gen X and Child Boomers are all about journey actions. All Latin American vacationers say offers and worth are necessary, and roughly eight in 10 have a funds in thoughts when planning a visit. Nevertheless, actions and distinctive or cultural experiences outrank lowest value when vacationers are making choices.
The Latin American Multi-Generational Journey and Tourism Developments examine, from a survey performed by Northstar Analysis Companions, spotlights Latin American journey behaviors, preferences and influences all through the web journey purchasing journey, throughout 4 generations: Technology Z, Millennials, Technology X and Child Boomers.
Throughout all generations, Latin American vacationers are taking greater than 4 journeys a yr on common, with Millennials taking essentially the most with a median of 5.5 journeys. Though Latin American Child Boomers take fewer journeys than different generations, they make up for it in journey period – practically 12 days.
Regardless of taking a number of journeys per yr, six in 10 Latin American vacationers are undecided on a vacation spot once they first determine to make a journey and switch to quite a lot of sources and content material varieties for inspiration and knowledge.
Eighty-eight % of Latin American vacationers search for offers earlier than making a choice and 82 % will be influenced by informative content material from locations, whereas 70 % will be influenced by promoting. Greater than 70 % of all generations, and as many as 79 % of Gen Z vacationers, use their smartphone in-trip. One-third of Gen Z and Millennial Latin American vacationers use a smartphone all through all phases of the journey purchasing journey, illustrating the significance of cell when concentrating on youthful generations. Understanding the various generational behaviors of Latin American vacationers is a important factor of reaching the fitting traveler, on the proper time, with the fitting message and content material.
“When taking a look at Latin American vacationers by era, we uncovered distinctive preferences and sources of affect, however there are additionally fairly just a few similarities, which is nice information for entrepreneurs seeking to entice a number of generations,” stated Ana Paradela, Director, Latin America at Expedia Group Media Options. “Entrepreneurs seeking to attain Latin American vacationers ought to take into account a multi-platform content material technique and lead with actions and one-of-a-kind experiences, that are key drivers of journey choices, whereas incorporating deal and worth messaging to assist make the choice even simpler.”
Gen Z are Open-Minded, Out of doors Explorers and Bucket-Record Oriented
Latin American Gen Z vacationers take 4.Four journeys per yr on common and practically 70 % journey domestically, choosing stress-free journeys (58 %) and visiting household (46 %). Forty-four % of Gen Z vacationers are concerned about locations the place they will discover the outside and be lively, whereas additionally searching for bucket-list or must-do experiences and alternatives to attempt new issues. This open-minded era is receptive to data and inspiration and will be influenced by promoting with interesting offers (64 %) or imagery (55 %), and social media (91 %). Seventy % of Gen Z use their smartphone through the journey inspiration section and 79 % use their gadget in-trip – greater than another Latin American era.
Millennials Embrace YOLO, Are Vacation spot Indecisive and Want Stress-free Holidays
Millennials take extra journeys per yr (5.5) than another Latin American era, and they’re benefiting from their holidays, whether or not on a soothing journey (62 %), a household journey with kid-friendly actions (37 %) or sightseeing (36 %). Greater than 40 % embrace the “you solely reside as soon as” (YOLO) mentality and search for locations the place they will discover open air and be lively. Millennials are essentially the most vacation spot indecisive era in Latin America – 68 % are undecided on a vacation spot once they first determine to make a journey, and they’re open to inspiration and affect. A minimum of half will be influenced by promoting with interesting offers or imagery, and 89 % stated social media is influential, particularly offers, journey photos and vacation spot content material. Millennials use their smartphone for journey inspiration and analysis, and 36 % e-book journey on their cell gadget.
Gen X Go for Stress-free or Household-Oriented Holidays and Prioritize Actions
Latin American Gen X vacationers tackle common 5.2 journeys per yr, and stress-free journeys are the preferred journey sort (58 %) adopted by visiting household (36 %). Sixty-four % of Gen X vacationers are undecided on a vacation spot once they first determine to make a journey, and though they search for the very best offers and worth for his or her cash, Gen X vacationers prioritize journey actions and distinctive experiences. Additional illustrating the perceived significance of worth for Gen X, 62 % will be influenced by adverts with interesting offers. Almost 50 % of Gen X vacationers use their smartphone when in search of journey inspiration, and 75 use their gadget in-trip.
Child Boomers Are Decisive and Assured Worldwide Explorers, and Not Tied to Funds
Whereas Latin American Child Boomers take fewer journeys than different generations, they’re taking the longest journeys (practically 12 days), usually tend to journey internationally and are much less tied to funds than different generations. Air journey is the preferred mode of transportation for Child Boomers (68 %), however 25 % journey to their vacation spot by automotive – greater than another era. Stress-free holidays (56 %), visiting household (42 %) and sightseeing (39 %) are the main journey varieties, and 46 % of Child Boomers have already got a vacation spot in thoughts once they determine to make a journey. Regardless of being much less budget-conscious than different generations, Child Boomers nonetheless love getting an ideal deal or worth for his or her cash. Advertisements with informative content material, interesting offers and useful opinions are handiest for Child Boomers, and 64 % will be influenced by social media.
Funds is a crucial consideration for all generations. Advertising and marketing content material that includes offers, cash saving suggestions, and worth messaging is an environment friendly approach to attain all Latin American vacationers.
All generations prioritize actions and experiences over lowest value. Lead with distinctive actions and experiences – rooted in an ideal deal to make the choice even simpler.
Inspiration and knowledge come from quite a lot of sources. Create a multi-platform technique to achieve and affect vacationers with related content material all through the acquisition journey and implement cell and social to achieve youthful Latin American vacationers.
All generations use their smartphone in-trip. Greater than 70 % of Latin American vacationers use their smartphone in-trip, illustrating a chance to focus on vacationers in-destination with related offers, promotions, and suggestions – from actions and excursions to eating places and spas.
Extra Latin America Multi-Generational Advertising and marketing InsightsFor extra findings and insights that entrepreneurs can leverage to raised attain, interact and convert vacationers from Latin America, and to view the total examine, please go to the Expedia Group Media Options web site. Take a look at our weblog and join with us on Twitter and LinkedIn for extra journey traits and insights, and keep tuned for added analysis all year long.

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About Expedia Group Media Options
Expedia Group™ Media Options, the promoting arm of Expedia Group, provides trade experience and digital advertising options that enable manufacturers to achieve, interact and affect its certified viewers of vacationers world wide. By means of its huge community of main journey manufacturers and world factors of sale, Expedia Group Media Options offers advertising companions with proprietary data-driven insights about traveler behaviors throughout each stage of the acquisition journey, together with dynamic promoting options, to ship strategic campaigns and measurable outcomes. For extra data, go to