Understanding the U.S. Hispanic travel market is of crucial importance to travel agents, says ASTA, as it launches a webinar (Jan. 25 from 2 p.m. to 3p.m. EST) to teach agents about the Hispanic market and provide them with the skills needed to break into this potentially lucrative niche.
The webinar is part of a series ASTA will offer providing agents with targeted training to help members expand into unique marketing niches. ASTA is offering the webinar in conjunction with Mandala Research.
“This webinar puts Hispanic travelers within the context of general market travelers and provides travel agents and travel companies with insights on meeting the needs of the growing market segment,” said ASTA President and Chair Nina Meyer. “Through webinars such as this, ASTA is able to provide the agency industry with key insights and tools agents can put to work immediately in their own businesses to realize growth and profit.”
Some of the more interesting facts about Hispanic travelers cited by ASTA include the fact that they tend to have larger travel parties than the average traveler, with 31 percent of Hispanics traveling in a group of four or more compared to 25 percent for the average traveler. Hispanic travelers are also more likely to travel with children and also, to travel with more than two adults than general market travelers, ASTA reports.
This webinar, presented by Laura Mandala, managing director of Mandala Research, will provide participants with an in-depth look at Hispanic travelers and their travel behavior, including what they are looking for in a travel experience, as well as how they research their travel and make their bookings, ASTA says.
ASTA, working in conjunction with the NTA (formerly National Tour Association), said it will pursue further segment research aimed at determining distinct market traits, educating travel professionals and marketing the product.
Laura Mandala has worked with the U.S. Department of Commerce. Her career includes tenure at the U.S. Travel Association where she served as vice president of research.