Skift Take

Travel advisors need to be tech-savvy and sensitive to the needs of ethnic travelers, who tend to travel with extended family, some of whom may not be fluent in English.

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 [email protected].

— Maria Lenhart, Travel Advisor Editor

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Skift Travel Advisor Editor Maria Lenhart [[email protected]] 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.


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Tags: training, travel advisor innovation report, travel agents

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

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