trends

Patterns we’re tracking

trend watch

According to Census 2000, multicultural consumers will represent 40% of the US population by 2020. Even today, multicultural populations are growing seven times faster than white populations across the country.

Regardless of current economic conditions, African American and Hispanic consumer spending is expected to exceed $2 trillion by the end of 2010.

African American and Hispanic families have specific expectations when they travel for business or pleasure. Car rental, air transportation, hotel and resort are all influenced by cultural and ethnic preferences. They have unique needs, which, when met, are rewarded with brand loyalty.

Trends 2009

Like most Americans (68%), African Americans are most likely to travel for pleasure (64%) and visit family and friends (41%).
Rental cars are used as the primary mode of transportation by seven percent of Hispanic travelers – more than twice as much as overall travel (3%).
Vacationing at a spa or specialty resort has become the preferred destination for 3 out of 5 African American empty-nesters – spa selection influenced primarily on a friend’s recommendation.