Diversity, Equity & Inclusion Research

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Vistas Latinas

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 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.

The Black Traveler

In early 2021, MMGY Travel Intelligence released its inaugural study of under-represented traveler audiences: The Black Traveler: Insights, Opportunities & Priorities. It was created to identify the needs, behaviors and sentiment of the Black travel community on behalf of Black traveler advocacy organizations. Both phases of this groundbreaking report are available now for purchase.

Phase I: The first phase report explores the leisure and meetings segments of the U.S. Black travel economy. It draws from DK Shifflet TRAVEL PERFORMANCE/MonitorTM and details the findings of over 4,800 surveys of Black leisure travelers within the United States as well survey findings from 200 members of the National Coalition of Black Meeting Professionals in 2020 (NCBMP). The Black traveler report shares insights into the spending power of the Black U.S. leisure travelers in addition to an in-depth analysis of historical travel behaviors, interests and trends. The report is available now for purchase.

Phase II: The second phase report is an international study that shares data from a new custom survey analyzing the current opinions and attitudes of Black leisure travelers globally. The survey also delves deeper into the decision-making process for vacation planning and uncovers the barriers and experiences that Black leisure travelers encounter across several global markets including the U.S., Canada, UK/Ireland, France and Germany. The report is available now for purchase.

The Black Traveler: Insights, Opportunities & Priorities report was made possible by Choice Hotels International®Tripadvisor and Virginia Tourism Corporation, as well as by input and oversight from a steering committee of diverse industry experts and through partnerships with travel advocacy organizations, including the Black Travel Alliance (BTA), the NCBMP and the National Association of Black Hotel Owners, Operators and Developers (NABHOOD). Net proceeds from study sales will be donated back to the BTA, NABHOOD and NCBMP – as well as several other not-for-profit groups.

black couple traveling in car