brazil traveler

Reaching the Brazilian Travel Market

According to a recent survey from research firm Data Popular, more than 6.5 million Brazilians plan on traveling by August 2014. In 2013 Brazilians spent more than US$25 billion on international trips, a hefty increase from the US$22 billion they spent in 2012.

Clearly, travelers are a key Brazilian market segment for agencies and brands to reach. Since here at US Media Consulting we often plan both online and offline media campaigns aimed at Brazilian travelers, we find quite a bit of data on them. Recently we found a report from Braztoa (the Associação Brasileira das Operadoras de Turismo or Brazilian Association of Tour Operators) that offers lots of relevant data points. As such, we decided to summarize some key findings that may be helpful to agencies and brands that seek to target Brazilian travelers.

#1 Class C Spending Spikes
Between 2002 and 2012, Brazil’s Class C middle class increased its travel expenditures by 242%. And the upward trend did not stop in 2012: we recently reported that Class C Brazilians will spend even more on travel in 2014.

#2 Top Destinations for Brazilian Travelers
According to data from cited by Braztoa, the top destinations for Brazilian travelers are:

  1. Orlando
  2. New York
  3. Buenos Aires
  4. Miami
  5. Las Vegas
  6. Santiago
  7. Paris
  8. London
  9. Roma
  10. Los Angeles

Braztoa also cited data from Viajanet from 2012 that presented a slightly different list of top travel destinations for Brazilians:

  1. Buenos Aires
  2. Miami
  3. Santiago
  4. Orlando
  5. New York
  6. Los Angeles
  7. Paris
  8. Lisbon
  9. Assunção
  10. Cancun

#3 Top Boarding Cities for Brazilian Travelers
Here are the top 10 cities for Brazilian travelers to board from, which could be relevant for out-of-home advertising campaigns and other targeting purposes:

  1. Sao Paulo
  2. Rio de Janeiro
  3. Rio Grande do Sul
  4. Minas Gerais
  5. Brasilia
  6. Bahia
  7. Santa Catarina
  8. Pernambuco
  9. Fortaleza
  10. Paraná

#4 Brazilian Travel to the United States Will Continue Surging
Braztoa noted that in 2005, 485,000 Brazilians visited the United States and spent US$2.2 billion. By 2013 Brazilian travel to the United States increased by 332% as nearly 2.1 million Brazilians visited the United States and spent US$10.5 billion. This year more than 2.2 million Brazilians will visit the U.S. and by 2018 the total will reach 3 million.

#5 Brazilian Travelers Are Mostly under 40 and Travel with Family
Braztoa cites data that indicates that 62% of Brazilians travel with family, while 55% travel with a spouse or significant other. Nearly one third (31%) travel with friends and only 12% travel alone. Nearly a quarter (24%) of Brazilian travelers are 18-30 years old and 34% are 31-40, so 58% are 18 to 40. Around 22% of Brazilian travelers are 41-50 and 20% are 51 years or older.

#6 Brazilians Travel Frequently
More than 4 out of 10 Brazilians (41%) travel 3 times a year or more, while 36% travel twice a year and 19% travel once a year.

#7 They Prefer Beaches and Cities
When asked what they look for in terms of travel destinations, 35% of Brazilian travelers look for beaches, 30% for cities and 9% for resorts.

#8 Long Nights and Short Planning Times
Braztoa cited more data that revealed other key preferences of Brazilian travelers:

  • They plan trips no more than 1-3 months ahead of time
  • They like to travel during extended holidays in Brazil
  • They’re looking for new destinations or new experiences at destinations they have visited
  • They love going out at night so they prefer destinations with entertainment that stays open late
  • They DO NOT like wasting time while traveling or staying inside the hotel

To find out more how we can help you reach Brazilian travelers or other consumer segments within Brazil with a targeted media campaign in any form of media, please contact us.

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