Conexión UMG #007 - Hispanic Travelers Are Spending Big—Here’s What You Need to Know)

¡Saludos! This week, we are diving into a fascinating trend: the growing impact of US Hispanic travelers. From where they’re going to how much they’re spending, the data tells an amazing story about why brands should pay attention. So grab your suitcase and let's go traveling!

Also, we are thrilled to announce UMG’s latest partnership with GSP Airport (Recently Ranked As the Best Airport for 2-5 million passengers in North America). The details are below! ✈️

Are you not subscribed yet? Sign up here to receive Conexión UMG.

🌎 US Hispanic Travelers: Big Spenders, Big Impact

🔎 One Big Thing

Hispanic travelers in the US aren’t just hitting the road; they’re spending big. According to ThinkNow Research, affluent Hispanics are averaging about $4,000 per domestic trip and $6,000 internationally. But this isn’t just about luxury travel. Even middle—and lower-income Hispanic households prioritize travel in their budgets, outpacing non-Hispanics in trip frequency while still seeking value (NTA Hispanic Market Study).

📊 Why It Matters

💰 Massive Economic Impact: Hispanic travelers are projected to contribute $165 billion to the US travel economy in 2025 (Airbnb).

🏡 Family First: 61% of US Hispanic travelers cite visiting family as their top reason for traveling, and 74% travel with extended family—significantly higher than non-Hispanics (Airbnb).

📍 Where They’re Going: Top destinations include Las Vegas (46% of Hispanic travelers plan to visit), Myrtle Beach, Austin, and Phoenix (Airbnb). Additionally, 38% of US travelers who selected Spanish as their primary language visited Latin America, five times more than other US travelers (Airbnb).

📱 Social Media Influence: Over 53% of Hispanic travelers use social media to plan their trips—7% more than non-Hispanics—and 28% are influenced by travel influencers (Airbnb).

🚀 Take Action

Brands that want to reach Hispanic travelers should:

✔️ Leverage family-focused messaging—travel is about connection, not just leisure.

✔️ Prioritize influencer marketing—US Hispanic travelers trust social recommendations.

✔️ Offer flexible payment options—since many save up for trips, installment plans could be a winning strategy.

👀 En Cultura

🌍 Detour Destinations: The Rise of Lesser-Known Travel Hotspots

As travel costs rise, more travelers are seeking hidden gems over mainstream tourist hubs. Instead of Cancun, they’re opting for Cozumel’s quieter beaches, and rather than Los Angeles, Santa Barbara is gaining popularity for its relaxed coastal vibe. This shift highlights the Hispanic market’s desire for rich cultural experiences beyond the usual hotspots, allowing brands to rethink how they target travel messaging.

📖 Source: The Sun

🥖 Mexican Pastries Get a Modern Twist

The concha, a beloved staple of Mexican panaderías, is getting a flavorful update thanks to Latinx-owned bakeries across the US. From vegan, plant-based versions to experimental flavors like matcha and espresso, bakers are reimagining tradition while keeping the essence of pan dulce alive. This evolution reflects how Hispanic food culture continues to influence mainstream tastes, providing creative inspiration for brands in food, retail, and beyond.

📖 Source: Food & Wine

Want to tailor your marketing strategies to the latest Hispanic insights? Reach out to our team at UMG for a consultation on building culturally resonant, data-driven campaigns that connect with your audience in powerful ways.

Could you stay connected with us? Follow us on UMG LinkedIn for the latest updates and insights.

Are you not subscribed yet? Sign up here to receive Conexión UMG.