MMGY Global announced this week it will conduct a “first-of-its-kind” study to identify the needs, concerns and behaviors of Latinx travelers in the United States in order to provide a better understanding of this growing population and the diverse needs of its communities. The study, titled “Latinx U.S. Travelers: Observations and Insights on Themes of Diaspora and Intersectionality,” marks the company’s second in-depth research program focused on underrepresented travelers in support of the company’s focus on inclusivity.
About the research: Latinx is a gender-neutral term used to describe people who are of Latin American heritage. It encompasses many races and ethnicities; thus, this study will be examining how intersectionality (the complex, cumulative way in which identities combine, overlap or intersect) and diaspora shape the needs, concerns and behaviors of these travelers.
This study is the second in a series of custom research reports deployed by MMGY Global’s research and insights division, MMGY Travel Intelligence. The first, "The Black Traveler: Insights, Opportunities & Priorities," was completed in January 2021 and communicated the value of Black travelers in the U.S. who spend over $129 billion in travel annually while revealing narratives around lack of feeling safe or welcomed and also a strong intent to travel among Black leisure travelers and meeting professionals. Over $100,000 has been raised for the nonprofit partners involved with the study, and two grant programs have been established to support Black travel advocates.
MMGY Global and its supporting sponsors—NYC & Company, Los Angeles Tourism, Tripadvisor, Discover Puerto Rico, Hilton and Travel Texas—will donate 100 percent off its total profits from sales of the report to nonprofit study partner Travel Unity. Travel Unity’s mission is, according to MMGY, “to make the world of travel welcoming to people of all backgrounds and abilities.” As part of its approach to diversity, equity and inclusion (DEI), Travel Unity advocates for Latinx communities, including exposing talented youth from underrepresented communities in the U.S. to career paths and other opportunities in travel.
In order to ensure the integrity of the study, a steering committee of travel industry professionals from Latinx and other diverse backgrounds have volunteered to help guide and inform the survey through their voluntary contribution of time and perspectives. Professionals represent travel brands including LATAM Airlines, AMResorts (a division of Apple Leisure Group), Hilton, Ensemble Travel Group and Destinations International, among others. MMGY Global’s Danny Guerrero, VP of North America strategy, and Travel Unity members Roni Weiss, executive director, and Jeannette Ceja, VP of Travel Unity’s board of directors, will serve as study co-chairs.
The study will be available this summer and will include the following elements:
- MMGY Global’s Shifflet Travel Performance/Monitor data profiling Latinx leisure travelers within the United States
- The development of an accurate measure of Latinx traveler travel spending power
- Custom survey data analyzing the current opinions and attitudes of 3,000 active Latinx leisure travelers in the U.S. who represent different regions across the country and correspond to the diverse nationalities represented by this audience