| By
Gary C. Sain, CMO/Partner, YPB&R
The African American, Asian and Hispanic markets are the most identifiable,
fastest growing, and highly concentrated consumer populations in the
US. This is at a time when the non-Hispanic White market is growing
very slowly or showing stagnation in several geographic and economic
sectors. Travel marketers traditionally have not paid much attention
to ethnic consumers. However, now that most core businesses are maturing
with slower growth and lower new revenue potential, ethnic consumers
have become a more attractive marketplace opportunity.
Consider these factors…
• In 2008, the combined buying power of African Americans,
Asians, and Native Americans will exceed $1.5 trillion dollars, compared
to $456 billion in 1990. This will account for 14.3% of US total buying
power, up from 10.7% in 1990. (Selig Center for Economic Growth);
• Between 1980 and 2000, the US minority population
grew at 11 times faster than the White non-Hispanic population (US Census);
• While the general population grew 13.2% in recent
years, the African American market has grown 15.6%, Hispanic 57.9%,
Asian 40.8% and American Indian 26.4% since 1990 (US Census);
• It is projected by 2055; these diverse groups
will compile over half of the US population. More than one in four people
in the US will be Hispanic.
It is important for travel marketers to understand the attitudinal
differences amongst these diverse leisure travelers. This insight can
make a huge difference in your strategic planning and the execution
of your marketing communications.
A general market message may not be perceived in the same way within
the African-American or Hispanic communities as it is within the non-Hispanic
White community. In addition, one must also consider the various sub-cultures.
The Hispanic community alone has over 27 different nuances! Attitudes,
purchasing drivers, historical perspectives, cultural nuances, nostalgic
messages, the role of religion, family dynamics, the influence of children,
musical preferences, the attractiveness of color, associations with
food and scents, and the importance of holidays and celebrations differ
across these diverse consumer groups. Marketing communications must
be strategically thought out and tailored to effectively resonate with
the targeted audience.
For example, according to the 2004 YPB&R/Yankelovich Partners National
Leisure Travel Monitor, African Americans have a higher propensity to
visit Florida, California and Hawaii for leisure travel than White leisure
travelers. In fact, African American leisure travelers have the highest
propensity to visit the Hawaiian Islands, National Parks, The Florida
Keys, Orlando, New Orleans, San Francisco and New York City. In addition,
African American leisure travelers have substantially more interest
in going to theme parks, scheduling vacation activities in advance,
learning a new skill or activity, getting exercise, shopping, and selecting
a hotel/resort with a children’s program than their White counterparts.
Having this insight can be critical in being relevant to your targeted
audience.
Mass marketing communication will become less and less effective. If
a product or service is targeted to a specific audience through the
eyes of another culture, it is not likely to resonate in the same way.
The Hispanic and African American markets represent substantial purchasing
power. Both populations are looking for companies and businesses that
invite them in, that cater to their tastes and lifestyles. Companies
that do not exhibit respect for these consumers will pay the ultimate
price…very little business. This also includes all sellers of travel,
including travel agents. Travel marketers should not only focus on the
marketing communications; but also the relevance of the functional and
emotional benefits of their products and services in a diverse marketplace.
“Built for me” is the new mantra for travel executives in
this very diverse marketplace. Remember…it’s all about me!
One size does not fit all. Travel marketers who have the
insight to properly communicate and deliver on their brand promise to
their multicultural audience will create new customers. And who
doesn’t want new customers! 
YPB&R/Christian is a consulting/communications
firm specializing in diversity marketing. For more information, please
contact Gary C. Sain at gary_sain@ypbr.com
or 407-875-1111.
© 2004
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