Vistas Latinas: A Landmark Study on U.S. Travelers of Hispanic Descent

by MMGY Travel Intelligence is the second in a series of market research studies by MMGY Global to be informed by diverse travel advocacy organizations to better identify the needs, behaviors and sentiment of underrepresented travel communities.The study, whose name means Latin viewpoints, is the first travel research of its kind to examine the attitudes, opinions and sentiment of travelers from the United States’ fastest growing demographic group and follows MMGY Global’s release of The Black Traveler: Insights, Opportunities & Priorities report earlier this year. Vistas Latinas is also the first study to assess the spending power of U.S. Hispanic travelers, finding they spent $113.9 billion on domestic leisure travel in 2019 and accounted for 13% of all domestic leisure travel that year.

The Vistas Latinas study was created to provide a better understanding of the diverse and growing Hispanic population in the U.S., which according to the 2020 Census is now 62.1 million strong.

The study analyzed findings from MMGY Global’s 2019 Shifflet TRAVEL PERFORMANCE/MonitorSM, which profiled 3,894 Hispanic leisure travelers within the United States; and a new custom survey of 3,000 active Hispanic travelers. The most recent study was conducted this year in English and Spanish and analyzed the current needs, opinions and attitudes of Hispanic travelers in the United States, making it the most significant study on this traveling group to date.

MMGY Global and its supporting sponsors – Destination Cleveland, Discover Puerto Rico, Hilton, Los Angeles Tourism & Convention Board, NYC & Company, Travel Oregon and Tripadvisor – are proud to share that MMGY Global will donate 100% of its total profits from sales of the report to non-profit study partner Travel Unity.

Travel Unity’s mission is to make the world of travel welcoming to people of all backgrounds and abilities.