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NTA and ASTA Launch U.S. Hispanic Initiative

December 8, 2011 By: George Dooley Travel Agent

Sensing a major market opportunity, two leading travel associations report plans for better serving the U.S. Hispanic market, one of the nation’s fastest-growing segments. NTA and the American Society of Travel Agents (ASTA) have formed a joint task force to research the market.

Lisa Simon, NTA president said the NTA (formerly the National Tour Association) and ASTA have two goals: “One of our goals is to research the travel needs of these citizens and determine if they share distinct interests and preferences,” Simon said. “Then secondly, we want to educate our members so they can best meet the needs of U.S. Hispanics.”

Education will begin on January 25, when ASTA hosts a Webinar entitled “Understanding the U.S. Hispanic Traveler.” In the Webinar researcher Laura Mandala will examine the travel behaviors of Hispanic travelers and explain how travel professionals can meet their needs.

“With estimates that nd NTRA will explore vital that we as an industry recognize what resonates with this market segment and what motivates them to travel,” said ASTA Chair and President Nina Meyer. “Through initiatives such as this, we will glean data essential to helping travel agents better position their businesses to meet the needs of this powerful and growing market.”
The task force is led by Olga M. Ramudo, president of Express Travel in Miami and a member of both NTA and ASTA. She sees two positive products of the joint project.

“This initiative will promote the growth of tourism among Hispanics and, at the same time, it will create jobs in our industry,” Ramudo said.

The announcement was made at NTA’s convention in Las Vegas attended by 2,000 travel professionals.

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About the Author

George Dooley
George Dooley, Travel Agent’s senior contributing editor covering retail and technology, has a long-standing reputation as one of the top travel industry journalists. He notes...

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By George Dooley | December 8, 2011
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