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highlighting the power of latin american luxury travellers

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highlighting the power of latin american luxury travellers
HIGHLIGHTING THE
POWER OF LATIN
AMERICAN LUXURY
TRAVELLERS
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
Introduction to the study
“HIGHLIGHTING THE POWER of Latin American luxury travellers” is a study designed by the International Luxury
Travel Market (ILTM)- the organizers of ILTM Americas
and Travelweek Sao Paulo-, and Travesías Media to better
understand the travel habits and preferences of a select
group of travel advisors in Latin America.
The survey was responded by 90 owners and managers
of travel agencies in eight different countries; the results reflect the travel trends and habits of Latin American travel-
lers in 2015. The report shows a projection of the top growth
destinations for travel agencies, the popularity of different
destinations among clients and other interesting data.
This is the first annual study conducted by Travesias
Media and ILTM/Travelweek who have recognized the
lack of information on luxury travel in the region. We expect it will become an important source of information for
anyone interested in understanding the travel dynamics
of this complex region.
1
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
Where are you from?
We surveyed 90 owners and managers from
premium travel agencies in Latin America,
their responses came from:
MEXICO
BRAZIL
PUERTO
RICO
VENEZUELA
ARGENTINA
CHILE
PERÚ
2
COLOMBIA
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
Which are your
best-selling destinations?
U.K. 12%
France 17%
U.S.A. 20%
Portugal 5%
15%
6% Turkey
Italy
Spain 10%
5% Thailand
Argentina 5%
5% South Africa
3
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
What are your biggest
growth destinations?
Croatia 8%
U.S.A. 10%
13% China
U.A.E. 10%
10%
India
10% Japan
Thailand
13%
8% Vietnam
Maldives 10%
8% Peru
“We have seen a growing interest in our clients towards new destinations like Sri Lanka and Uzbekistan.”
Lilliana Servitje de Rosete. Turismo Exmar, México City
4
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
What is the average
value of your bookings?
Average cost ($usd)
23%
$11,000 - 14,000 +
22%
$8,000 - 11,000
37%
$5,000 - 8,000
17%
$3,000 - 5,000
1%
$1,000 - 3,000
5
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
By what percentage did
your business grow in 2014?
15 - 20 %
growth
20 - 30 %
growth
12 %
8%
+ 50 %
growth
4%
48 %
10 - 15 %
growth
28 %
1 - 10 %
growth
6
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
What is the popularity of travel
cruises among your clients?
5%
29 %
26 %
28 %
12 %
Not
popular
Somewhat
popular
Popular
Very popular
Most
popular
“Our top destination is Miami. Argentinians get crazy over shopping in a city where they feel confortable
because they speak the same language. Other than shops and great beaches, new events like Art Basel Miami
had increased the perception of the destination as a glam spot”.
Sergio Durante Biblos. Travel, Buenos Aires
7
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
How popular is Africa
among your clients?
Popular
41 %
26 %
Somewhat
popular
23 %
Very
popular
Not
popular
4%
6%
Most
popular
Our travellers are looking for destinations where they can find real and genuine experiences, intrinsic to the
place. At the same time, they are seeking to spend their time at incredible hotels with excellent services and
local flavor. Because of this, African safari's are one of our most successful tours.
Paula Gamas. International Travel Group
8
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
How popular is Asia
among your clients?
Popular
Somewhat
popular
24 %
13 %
Not
popular
2%
38 %
23 %
Very
popular
Most
popular
9
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
What is the most typical
demographic of your clients?
Families
89
Couples
84
Adults
60
Professionals
39
Single travellers
24
Retired
17
Children
Elders
Students
* Based on multiple choice
10
10
7
6
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
What is your average number
of bookings per client per year?
35 %
24 %
20 %
20 %
4
5+
2%
Bookings
per year
1
2
3
11
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
What is the average length
of stay per booking?
15 - 20
days
7%
1-5
days
5%
5 - 10
days
36 %
52 %
10 - 15
days
12
HIGHLIGHTING THE POWER OF LATIN AMERICAN LUXURY TRAVELERS
How important is face-to-face
contact with suppliers in influencing
where you send your clients?
Very
Important
81 %
17 %
Important
2%
Not
Important
“When we talk about luxury travellers, there’s no email, not chat, not message that can replace face to
face communication, looking into each other’s eyes… Travellers look for wisdom, knowledge and security,
something you cannot get from a web page.”
Diego García Ferández. Turismo, Buenos Aires
13
www.iltm.com
www.travelweeksaopaulo.com
www.travesiasmedia.com
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