Diverse Traveler Insights. Part 3: Hispanic Travelers
This four part 'Culture Counsel' series explores multicultural travel preferences and how Black, Hispanic and LGBTQ+ active travelers judge advertising and messaging. During our focus groups participants were asked to share their perspectives on how destination inspiration occurs, and what barriers might exist to booking travel to domestic and global destinations.
A total of 90 consumers were interviewed for this series, with destinations with net net positive favorability among these groups cited as destination subject(s).
What Do Hispanic Travelers Look For in Destinations?
Hispanic travelers make decisions through a multi-generational family lens, fundamentally changing how destinations should market, package, and price experiences. Video content shared by people they trust rises to the top when looking for authenticity - places and spaces that appeal to them. A canvas for expressing joy, celebration and togetherness are necessary attributes for destinations looking to appeal to Latino travelers.
Family Connection Drives Every Decision
The purpose was explicit: "I travel to reconnect—with myself, with family, with joy."
Travel decisions aren't made individually—they're family decisions accommodating grandparents through grandchildren.
As one participant explained: "There's something for everyone, whatever mood you're in."
Shared experiences matter: "We'll drive hours just to take pictures at the beach together."
How Do Hispanic Travelers Research Trips?
Format Preference: "Show me phone videos, not commercials."
Hispanic travelers trust family recommendations and user-generated content on visual platforms over traditional advertising.
TikTok as Primary Discovery: "I plan trips off what I see on TikTok—if it looks real, I'm in."
Family Networks Validate: "My cousin went and posted photos—I screenshotted everything."
Why Don't Hispanic Families Book More Domestic Trips?
Cost Comparison to International Options: "I looked up flights and hotels, and I could go to Mexico for half the price."
Family size amplifies per-person costs, making international destinations with better value propositions more attractive than domestic alternatives.
Logistical Confidence: "I don't like long drives in places I don't know."
Multi-generational travel requires confidence in safe navigation, accessible amenities, and reliable infrastructure.
Authentic Welcome Questions: While comfortable in diverse areas—"People don't stare—they just live"—concerns about smaller towns persist: "I want to know that smaller towns won't treat us like outsiders."
What Marketing Actually Resonates with Hispanic Travelers?
✓ Real bodies: "I want to see real people—curvy, brown, regular clothes, not just models"
✓ Multigenerational representation: "I love that they showed kids laughing, grandparents smiling—it's real"
✓ Practical information: "Tell us how to make it happen, not just why it's great"
✓ Creator partnerships: "I trust creators more than commercials"
✗ Perfect bodies and staged scenarios: "Don't make it look forced. Just show us living life there"
✗ Pure aspiration without budget guidance
Key Takeaway for Marketers: Hispanic travelers make family-based decisions, research via TikTok and family networks, and need destinations to justify premium domestic pricing against international alternatives with practical value information.
About The Culturist Group
The Culturist Group is a multicultural marketing consultancy specializing in travel, tourism, and hospitality. We help destinations and brands develop authentic, culturally-grounded strategies that move beyond performative diversity to create genuine connection with Black, Hispanic, LGBTQ+, and intersectional audiences.
Our proprietary 4R Framework—Representation, Relevance, Resonance, and Reach—guides destinations from aspiration to measurable impact. We combine qualitative research, cultural expertise, and strategic planning to help brands grow where they've yet to look.
Services:
Multicultural audience research and insights
Cultural strategy development
Creator partnership programs
Authentic representation audits
Content strategy and development
Measurement frameworks
