Whether you are a home-based travel advisor or you work in a large office servicing high-profile accounts, the Travel Advisor Innovation Report will have you covered with the trends, news and features you’ll need to stay on top of an ever-changing marketplace.

While most Asian-Americans may not vacation in the lavish style depicted in the movie Crazy Rich Asians, they are part of a fast-growing, well-traveled population that should be on the radar screen of travel advisors looking for new customers. The same can be said about Hispanic-Americans, now one-fifth of the U.S. population and responsible for $73 billion in travel spend per year.

Multicultural marketing expert Terry Soto, a consultant to the National Tour Association and numerous Fortune 500 companies, outlines why travel advisors should take note of the vast potential among multiethnic consumers. Not only do they take more and longer vacations than their white non-Hispanic counterparts, they are also twice as likely to book through a travel agent, she said.

Tapping into ethnic markets, however, has its challenges. Travel advisors need to be tech-savvy and sensitive to the needs of consumers who tend to travel with extended family, some of whom may not be fluent in English. It’s an investment, but one in sync with the future of U.S. demographics.

For more coverage of pertinent issues, click here.

Any suggestions for the coverage you would like to see are welcome. Feel free to contact me at mbl@skift.com.

— Maria Lenhart, Travel Advisor Editor

Featured Stories

Hispanic and Asian Travelers Can Play to Travel Advisor Strengths: Travel advisors and suppliers who aren’t serving booming ethnic communities, especially Asian and Hispanic, across the U.S. are missing out on today’s fastest-growing and most potentially lucrative sources of business.

Signature Travel Network Bootcamp Emphasizes Agent Earnings, Not Airport Codes: The move by Signature Travel Network to attempt to attract new and diverse talent to the travel advisor profession is a strong one at a time when there is a common perception that the field lacks a bright future. This program could bolster a trend.

Skift Call January 16: Why Travel Needs to Shake Off the Gloom in 2019: You’re hearing a lot of doomsday forecasts for 2019. Global recession. Stock market rout. Runaway inflation. We’re here to give you the flip side for how travel this year could be just fine.

Airlines

S​outhwest Co-Founder Herb Kelleher Dies, Leaving a Legacy That Changed Airlines Forever: In some ways, Herb Kelleher democratized travel in making it affordable for the masses, and he might be considered the founder of low-cost carriers.

20 Percent of Top-Tier Airline Elites Could Lose Status in 2019: Thanks to new program changes, 20 percent of top-tier American and United frequent flyers could face losing their status this year if their travel habits don’t change.

Pros and Cons of JetBlue’s Possible European Expansion: JetBlue’s proposal to fly to Europe isn’t a bet-the-company idea. But it’s important, and the airline wants to get it right. It’s no surprise the airline has been studying transatlantic flights for several years. This year, it expects to finally make a decision.

hospitality

Marriott Says 5 Million Unencrypted Passport Numbers Part of Breach: In short: The data breach was not as bad as we originally thought, but it was still pretty bad, and fairly big.

Hotels Finally Embrace Homesharing: Just as challenging as it is for Airbnb to offer more hotel-like options, it seems in some ways even more daunting for hotel companies to start offering more Airbnb-like accommodations.

Tourism

Honduran Butterfly Farmer Puts Conservation Before Luxury at Ecolodge: Many travelers don’t realize that Honduras’ ecotourism industry has a luxury side to it, but that doesn’t mean conservation is an afterthought.

Palau Campaign Stands Tough on Environment Despite Hit to Tourism: The hugely celebrated campaign, Palau Pledge, has not brought in more arrivals to Palau, which is also being hit by a China ban. Nobody should expect it to. Here’s why.

Skift Travel Advisor Editor Maria Lenhart [mbl@skift.com] curates the Skift Travel Advisor Innovation Report. Skift emails the newsletter every Tuesday. Have a story idea? Or a juicy news tip? Want to share a memo? Send her an email.

Photo Credit: Tourists at a mural in the Winwood section of Miami. Asian and Hispanic travelers are potentially a huge market for travel sellers. ubacher49 / Flickr