Agents encouraged to tap into Hispanic market

By Gay Nagle Myers
MIAMI — With Hispanics projected to be 29% of the U.S. population by 2050, nearly double from the 2010 census (according to the University of Virginia’s Weldon Cooper Center for Public Service), agents are being urged to tap into the Hispanic market.

"The Hispanic market is really rising to the top, and our goal must be to reach out and sell this market," NTA president Lisa Simon said at the NTA-ASTA Hispanics in Travel Caucus at the ASTA Global Convention.

According to a July-August survey of travel agency owners and managers conducted by a joint task force of ASTA and the NTA, a low percentage named the Hispanic niche as an important market.

Of the agencies that do target Hispanics, 55% reported that 75% of their sales come from that market.

The agencies that do well in the market have Spanish-speaking staff, 80% appear before community groups and civic organizations to market their services and 66% rely on referrals, word-of-mouth recommendations and social media.

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