The Latin American market is seeing much improved connectivity from North America, Europe, Asia and the South Pacific so new research from travel technology company Expedia will make interesting reading across the world. It shows travellers from Argentina, Brazil and Mexico are taking nearly five trips per year with an average leisure trip duration of 10 days, and are using their smartphones and OTA for trip planning and booking.
- New research from Expedia provides some interesting insights into the travel behaviours of travellers from Argentina, Brazil and Mexico;
- It shows travellers from these three countries are taking nearly five trips per year with an average leisure trip duration of 10 days, and are using their smartphones and OTA for trip planning and booking;
- The findings are based on an online survey conducted of 3,000 travellers during early Mar-2018;
- Expedia also found Brazilians and Argentineans are “taking the longest trips across the globe at 11.1 and 12 days per trip on average, respectively”.
The results are based an online survey conducted of 3,000 travellers during early Mar-2018, and Brazilians and Argentineans are “taking the longest trips across the globe at 11.1 and 12 days per trip on average, respectively”, said company senior director Jennifer Andre in a blog post.
Other results from the research conducted among Argentinian, Brazilian and Mexican travellers show more than half use their smartphone when looking for travel inspiration and more than one-third conduct travel research on their mobile device. Additionally, more than 50% use online travel agencies (OTAs) during the planning process ahead of airline, hotel or destination websites, and OTAs show the strongest conversion from planning to booking.
Ms Andre highlighted several items for marketers to keep in mind when trying to reach travellers from these countries. The majority of travellers have not selected a destination when they decide to take a trip, “illustrating ample opportunity to influence through effective advertising”, she remarked.
Those travellers also tend to prioritise experiences over deals, and take longer holidays, so marketers should lead with unique activities and experiences and promote a longer length of stay itinerary, while providing relevant deals to make the decision easier.
Expedia’s research follows ForwardKeys releasing a study of Latin American travel trends earlier in 2018 that show Argentinians and Brazilians are the leaders in the region for international travel. Argentinians are travelling more within Latin America while top destinations for Brazilians are the USA and Canada.