Latin and Hispanics continue to become more significant drivers of US travel

The Latin and Hispanic community is shaping the future of the US economy, particularly in the travel industry. According to the latest census figures, the Latin and Hispanic community represents nearly 20 percent of the total US population¹ and is expected to exceed $2.5 trillion in spending power by 2025. Based on a survey commissioned by Airbnb, Latin and Hispanic travelers are set to increase their average annual leisure trips by 10 percent and spend approximately $180 USD more per trip compared to the last 12 months². This represents an estimated economic impact of around $165 billion USD in 2025.

The results of the first US Latin and Hispanic Traveler Report, which integrates data from a survey commissioned by Airbnb and Airbnb data from US guests who selected Spanish as their primary language³, reveals that 54 percent of Latin and Hispanic travelers consider Airbnb or short-term rentals for leisure trips, compared to 42 percent of non-Latin and Hispanics. Additionally, the platform reported that Airbnb guests who chose Spanish as their primary language in the US grew by 32 percent in 2023⁴.

"We are encouraged to see US Latin and Hispanic travelers embracing Airbnb and increasing their presence within our community. We've seen Latin and Hispanic travelers are more likely to travel with family, and in response have continued to invest in making family travel on the platform easy and seamless. Listening to the needs of our community and continuing to innovate is crucial for us as we grow and earn more trust from our guests, including those within the vibrant Latin and Hispanic Community."

Dave Stephenson, Chief Business Officer, Airbnb

New data from Airbnb's report shows how US Latin and Hispanic travelers are turning to Airbnb and how the company is serving this community. Some of the findings include⁵:

Family bonds are fuel for traveling

Visiting family is the top reason for travel for 61 percent of US Latin and Hispanic travelers. Additionally, 74 percent say they travel with extended family, compared to 65 percent of non-Latin/Hispanic travelers. Airbnb data shows that 50 percent of the nights booked by US guests who chose Spanish as their primary language were for groups, compared to 40 percent of the bookings made by the rest of US Travelers⁶. Last May, Airbnb introduced new features that make planning a group trip easier, including shared wishlists, a new message tab and trip invitations.

Social media, pop culture and big events are inspiring travel

53 percent of US Latin and Hispanic travelers said they use social media to plan travel, which is 7 percent more compared to non-Hispanics. Furthermore, 28 percent of Latin and Hispanic travelers are inspired by travel influencers, compared to 21 percent of non-Latin and Hispanics. In terms of trip motivations, 34 percent said they will travel to visit a location from a television show, book or a movie, and 32 percent said they will travel to see their favorite band and music event.

Based on the survey, Las Vegas is currently the most desired destination for US Latin and Hispanic travelers with 46 percent ranking it as the destination they most want to visit in 2025. During the last few years the city has not only launched new attractions, it also has grown the presence of Latin and Hispanic celebrities in residencies.

Other trending cities based on the highest growth of nights booked on Airbnb by US travelers that chose Spanish as their primary language include⁷:

• Myrtle Beach, South Carolina
• Austin, Texas
• Phoenix, Arizona

Cultural ties influence travel destinations

Latin and Hispanic travelers expressed significantly higher interest in travel to Latin America than non-Latin and Hispanics. This is driven by 74 percent saying they prioritize the culture of their intended destination and 76 percent expressing interest in traveling to Latin America to connect with their culture. Airbnb data shows that of US travelers who selected Spanish as their primary language, 38 percent traveled to Latin America in 2023-likely five times more than the rest of US travelers. The top three most popular Latin America cities based on growth in nights booked on Airbnb by this group in 2023 were⁸:

• Florianopolis, Brazil
• Sabaneta, Colombia
• San Salvador, El Salvador

The US Latin and Hispanic community is traveling more and with that influencing and redefining the travel industry. Latin and Hispanic travelers are not only exploring new destinations but also creating meaningful connections through their journeys.

Supporting the US Latin and Hispanic Community

As part of Airbnb's commitment to building a global community where people of all backgrounds, identities, and experiences feel welcome, we are proud to support the Latin and Hispanic community. This long-standing work includes partnering with organizations, like The Hispanic Wealth Project and Hispanics in Wine, to introduce people to hosting through the Airbnb Entrepreneurship Academy and supporting organizations working to strengthen Hispanic and Latin communities through the Airbnb Community Fund, like Casa Latina.

Download the full US Latin and Hispanic Travelers Report in English here and the Spanish version here.

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