Why?

Brand X sales were declining and the client wanted to penetrate a new consumer segment that would help increase sales.

 

Who?

A traveling company 

 

Objective:

• Understand the overall Hispanic market and its shifts in the last few years

• Analyze their traveling activities

 

Top Findings:

1. Travel to destinations with large Hispanic communities

2. Greatest annual expenditure goes towards traveling

3. Prefer short vacations (1-3 days)

4. 75% of travel vacations are domestic

5. 75% of buying power is concentrated in 10 States

6. As a whole, Hispanics have been moving out of lower-income brackets to middle-upper income brackets

7. Travel for Family oriented vacations or to visit family members