LATIN AMERICAN

MULTI-GENERATIONAL
TRAVEL & TOURISM TRENDS
Travel habits, behaviors, and influences of Generation Z, Millennials,
Generation X and Baby Boomers
 Connecting With
TRAVELERS ADVERTISERS

144M+ Marketing partners in

Unique monthly visitors1 170 countries

2.1B 50+
Monthly page views1 Targeting types

10 Expedia Group brands 200+

Audience segments

200+ sites 20 Unique advertising

in 75+ countries solutions

150+ mobile sites 30

in 70+ countries Reporting KPIs

Notes: Expedia, Group data shown as of Q3’18, unless otherwise noted. 1Expedia Group Global –
comScore, July 2018. 2OTA brands Expedia.com + Hotels.com from Q4’17-Q3’18.
UNDERSTANDING
THE TRAVELER
JOURNEY
METHODOLOGY
ONLINE SURVEY

Sample Size Data Collection Method

Total: n=3002 Quantitative Survey
Mexico: n=1000
Brazil: n=1001 Field Work
Argentina: n=1001 1 March – 12 March 2018

Generational Ages Qualifying Criteria

Generation Z = 18-23
Must have booked
Millennials = 24-35
online travel in the
Generation X = 36-55
past year
Boomers = 56+
HOW THEY
TRAVEL
MILLENNIALS TAKE THE MOST TRIPS

11.7
9.8 9.6 10

5.5 5.2
4.4 4.1

Total Number of Trips Taken Per Year Last Vacation Duration in Days

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q9: Typically, how many personal/leisure and business trips do you take per year?
Q15. How long was your vacation?
MOST PREFER 31% 38%

TO EXPLORE GEN Z MILLENNIALS

THEIR OWN (18 - 23) (24 - 35)

COUNTRY 69% 62%

Gen Z least likely to

travel beyond their 37% 39%

borders GEN X BOOMERS

(36 – 55) (56+)

63% 61%

In my country
Q14. Was the trip….?
 100%

80%

60%

40%

20%

PLANE IS THE 0%

PREFERRED Plane Car Ride Bus

MODE OF
TRANSPORTATION Gen Z Millennials Gen X Boomers

Q16. How did you get to your destination?

 80%

ALL
GENERATIONS 60%

PREFER HOTEL
STAYS
40%

20%

0%
Hotel With Family / Resort Alternative
Friends Accommodations

Gen Z Millennials Gen X Boomers

Q17. Where did you stay on your last trip?

RELAXING & VISITING FAMILY ARE MOST POPULAR TRIP TYPES

RELAXING
Beach, resort, cruise, all-inclusive
Z 58% M 62% X 58% B 56%

VISITING FAMILY
Z 46% M 39% X 36% B 42%

SIGHTSEEING
Museums, landmarks, etc
Z 38% M 36% X 34% B 39%

FAMILY PLAY
Kid-friendly activities, i.e. Disney
Z 34% M 37% X 34% B 17%
Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+) Notable Generational Difference

Q10: What types of vacations have you taken in the past year?
SPEND &
ATTITUDES
BUDGET IS A PRIMARY FACTOR
87% 85% 87% 78%

Yes Yes Yes Yes

No No No No

Proportion Spent On Proportion Spent On Proportion Spent On Proportion Spent On

Hotel 21% Hotel 24% Hotel 25% Hotel 25%

Flight 20% Flight 21% Flight 20% Flight 22%
Food 18% Food 17% Food 17% Food 18%
Shopping 12% Shopping 11% Shopping 12% Shopping 11%
Transportation 12% Attractions 11% Attractions 11% Attractions 10%
Attractions 11% Transportation 10% Transportation 10% Transportation 9%
Home sharing 4% Home sharing 4% Home sharing 3% Home sharing 3%
Other 2% Other 2% Other 3% Other 3%

Gen Z Millennials Gen X Boomers

Q18. Was budget a primary factor when you were researching/ booking your last trip?
Q20. What proportion of your travel budget did you spend on each of the following?
DESTINATION
INDECISION
38%
6 in 10
L a t i n Am e r i c a n t r a v e l e r s a r e 62%
undecided on w here to go
w hen planning a trip

Deciding between 2 or more destinations

Q23. Which of the following options best describes the way you feel when you first decide to take a trip? (Please select one)
YOUNGER GENERATIONS ARE MORE
DESTINATION INDECISIVE

58%
51% 54%
44% 46%
37% 37%
32%
12% 10% 10% 10%

Don’t have a Deciding between 2 or Have already decided

destination in mind more destinations on a destination

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q23. Which of the following options best describes the way you feel when you first decide to take a trip? (Please select one)
TRAVEL DEALS & VALUE
ARE IMPORTANT

61% 62% 63%

57%

44%
41% 42% 43%
35%
31% 31%
24%

Best deals + value Exploring outdoors You only live once

#YOLO

Gen Z Millennials Gen X Boomers

Q8 Travel Personality
 Activities I will be doing on my trip 182

A once in a lifetime experience 180

Deals and/or special offers 140
The cultural experience 139
Outdoor activities 135

Lowest price 133

Feeling pampered during my vacation 120
A place where I can vacation with friends 108
My food experience 106

ACTIVITIES & Somewhere I can take memorable pictures

Somewhere to disconnect from…
105
104

EXPERIENCES
Transportation available on the trip 95
Produce stunning/shareable photos for… 94

DRIVE TRAVEL DECISIONS

identify which consideration would be most important to you in terms of how you choose a vacation/ holiday and which
consideration would be least important to you in terms of how you choose to purchase a vacation/holiday.
INFLUENCES
& RESOURCES
88% D E AL S , I N F O & AD S I N F L U E N C E

Look for deals before TRIP PLANNING

making a decision
DECISIONS
82%
Say informative content
from destinations can
influence their decisions

70%
Say ads can be influential in
their decision making process

Q32. Please select to what extent you agree with the following statements. (Please select one for each statement)
EFFECTIVE ADVERTISING
Features relevant deals, imagery, informative content

80%

60%

40%

20%

0%
The deals advertised The content in the ad is The imagery in the ad The ad includes helpful
look appealing informative looks appealing reviews

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q33. How can ads help influence in your decision making process? (Select all that apply)
SOCIAL MEDIA INFLUENCES
YOUNGER TRAVELERS
I see a deal or
promotion
91% 89%
77%
64%
Travel pictures by
friends or experts

Blogs & articles

Influenced by Social Media about travel
destinations
Gen Z Millennials Gen X Boomers

Q29 How does social media influence you?

 RE S O URCE S THAT PL AY I N F L UE N TI AL RO L E I N
80%
TRIP PLANNING
60%

40%

20%

0%
Online Travel Agency Airline Sites Hotel Sites Destination Sites

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q35. What resources were used for planning your last trip?
 RE S O URCE S THAT PL AY I N F L UE N TI AL RO L E I N
80%
TRIP BOOKING
60%

40%

20%

0%
Online Travel Agency Airline Sites Hotel Sites Destination Sites

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q38. What resources were used for booking your last trip?
MOBILE
S M ARTP HO N E US AG E D URI N G I N S PI RATI O N AN D I N - TRI P

80%

60%

40%

20%

0%
When looking for travel When researching When booking travel During my trip
inspiration where to travel

Gen Z (18 - 23) Millennials (24 - 35) Gen X (36 – 55) Boomers (56+)

Q47. For each of the following statements, which device(s) do you use? Please select all that apply
KEY TAKEAWAYS
Gen Z are open-minded, outdoor explorers,
and bucket-list oriented

Millennials embrace YOLO, are destination

indecisive and prefer relaxing vacations

Gen X opt for relaxing or family-oriented

vacations and prioritize activities

Baby Boomers are decisive and confident

international explorers, and not tied to
budget
24
See more insights at:
https://advertising.expedia.com