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Ezequiel Cufré is the Sales Director, Offline Media, for US Media Consulting.

Woman on a beach jetty at Maldives

What Latin American Luxury Travelers Want

With gross bookings by Latin American travelers expected to go up by 23% a year to reach US$98 billion by 2016, travel brands obviously have some significant opportunities. And within that larger Latam travel market is the luxury traveler market. Until recently, not a lot of data has been easily available for Latin American luxury travelers. But a new study by the International Luxury Travel Market and Travesías media offers insights about Latam luxury travelers through a survey of 90 owners and managers in the region who cater to this market. The study includes responses from travel agencies in Argentina, Brazil, Chile, Colombia, Mexico, Puerto Rico, Peru and Venezuela. So here’s what Latin American luxury travelers want:

To Travel to the United States, France or Italy
The USA was the top-selling destination for the agents, followed by France and Italy. The United Kingdom ranked fourth and Spain ranked fifth.

To Explore Both Familiar and New Destinations
When asked about their biggest growth destinations, the agencies named China and Thailand as the two main ones. While the USA was also a growth destination and ranked nearly as high as China and Thailand, most of the growth destinations were less famous destinations like Maldives, Croatia, Vietnam and the United Arab Emirates.

To Go On a Cruise
When asked about the popularity of cruises among clients, 66% of the agencies said that cruises were popular, very popular or most popular among Latin American luxury travelers.

To Go in Groups
When asked about the demographics of their clients, only 24% of the agencies said they had single travelers. The large majority said they cater to families (89%) or couples (84%).

To Travel a Lot
More than a third (35%) of the agencies surveyed indicated that they had 3 bookings a year per client, compared to just 2% with one booking. And 40% indicated they had 4 to 5 or more bookings a year per client.

To Stay a While, But Not Too Long
The majority (78%) of Latin American luxury travelers have an average travel booking length of between 5 to 15 days. More than half (52%) have bookings of 10 to 15 days. Only 5% book for between 1 to 5 days and only 7% book for 15 to 20 days.

Contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans with any time of media, including programmatic.

00 Latam media consumption

2014 Latin American Media Consumption

A large study from the Organization of Ibero-American States (OEI) surveyed Latin Americans from 16 countries about their consumption of media, using a sample of 1,200 people per country.

Here’s a breakdown of relevant results:

01 TV

  • Latin Americans watch an average of 3.5 hours a day of TV during the week and 3.7 hours a day on weekends
  • During the week, the average TV consumption in Central America is 3.9 hours a day while South Americans watch TV 3.4 hours a day
  • The countries with the highest about of TV watching during the week are Honduras (4.5 hours a day), Costa Rica (4.3 hours a day) and Venezuela (4 hours a day)
  • TV consumption doesn’t vary much between men and women in Latin America; there also aren’t significant differences in terms of TV consumption between Latin Americans from different socioeconomic classes
  • The age group that watches the most TV in Latin America are people aged 16 to 30

02 radio

  • Latin Americans listen to the radio 3.9 hours a day during the week and 3.8 hours a day on weekends
  • The Latin American countries with the highest radio listenership are Uruguay (4.7 hours a day), Paraguay (4.7 hours a day) and Guatemala (4.5 hours a day)
  • There isn’t a significant difference in radio consumption between men and women in Latin America nor is there one between different socioeconomic classes
  • People between 16 and 30 listen to radio the most in Latin America, around 3.9 hours a day, but it’s important to note that other age groups have similar consumption levels: 3.9 hours a day for people between 31 and 50 and 3.7 hours a day for people over 51

03b newspapers

With this medium, you’ll notice that the metrics changed, so OEI study doesn’t really explain how many hours a day Latin Americans spend reading newspapers. We do have some data, however, that offers at least somewhat of a picture with regard to newspaper consumption in Latam:

  • Latin Americans read newspapers 3.7 days a week
  • Brazilians have the highest levels of newspaper readership in Latin America: they read newspapers 4.2 days a week
  • Venezuelans and Costa Ricans are the Latin American groups that read newspapers the most: both read newspapers 4.2 days a week, while Paraguay and Bolivia have the lowest amount of newspaper readership in Latin America: 2.7 days a week and 2.5 days a week, respectively
  • Men in Latin America spend a bit more time reading the newspaper than women: 3.8 days a week versus the 3.5 days a week that women read the newspaper
  • While Latin Americans over 51 are the age group that reads newspapers the most (4 days a week), their consumption is only slightly higher than that of younger Latin Americans (between 16 and 30), who read newspapers 3.5 days a week
  • Latin Americans from Class A read newspapers 3.9 days a week while the middle class reads newspapers 3.5 hours a week and the lowest socioeconomic class reads them 3.2 days a week

04 internet

The study’s metrics shift once again with this medium, so it doesn’t report how many hours a day Latin Americans spend using the Internet. (That said, a number of other studies have indicated how many hours a day Mexicans, Argentines and Brazilians spend using the Internet.)

So rather than hours per day, the OEI study offers a different data set for Internet use by Latin Americans:

  • 39% of Latin Americans use the Internet either occasionally or every day, while 55% never use the Internet
  • Among the countries with the highest daily use of the Internet are Argentina (39%), Chile (34%), Uruguay (30%), Brazil (29%) and Colombia (27%)
  • Latin American men have a slightly higher daily use of the Internet than women (21% vs. 20%) and also lead when it comes to the occasional use of the medium (19% vs. 17%)
  • 33% of the Latin Americans that use the Internet every day are between 16 and 30, while 20% are between 31 and 50 and 8% are over 51
  • 26% of the Latin Americans who use the Internet occasionally are between 16 and 30, 17% are between 31 and 50 and 8% are older than 51
  • In general, home is where Latin Americans connect to the Internet: it has the highest percentage in all of the countries surveyed (30%) while other places to go online have much lower percentages, such as work (10%), cybercafés (10%) and Wi-Fi (4%)
  • Socioeconomic status is a clear factor in Internet use in Latin America: 34% of the people who use the Internet every day are from the highest socioeconomic class while only 5% of people from the lowest economic class are daily users; the same disparity applies to people who use the Internet occasionally
  • Among the Latin Americans who never use the Internet, 82% are from the lowest socioeconomic class, 61% are from the middle class and 38% are from the highest socioeconomic class
  • According to the OEI survey results, among Latin American Internet users, Facebook is the #1 social network (38% use it), while YouTube is #2 (21%) and Twitter is a distant fourth (11%)

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.