NTA and ASTA Launch U.S. Hispanic Initiative

December 6, 2011

LAS VEGAS, Nev. (Dec. 6, 2011)—Two leading travel associations today announced plans for better serving the U.S. Hispanic market, one of the nation’s fastest-growing segments. NTA and the American Society of Travel Agents have formed a joint task force with two goals in mind, said Lisa Simon, CTP, NTA president.

 "One of our goals is to research the travel needs of these citizens and determine if they share distinct interests and preferences," Simon said. "Then secondly, we want to educate our members so they can best meet the needs of U.S. Hispanics."

Education will begin on January 25, when ASTA hosts a Webinar entitled "Understanding the U.S. Hispanic Traveler." In the Webinar researcher Laura Mandala will examine the travel behaviors of Hispanic travelers and explain how travel professionals can meet their needs.

"With estimates that Hispanics’ purchasing power will reach $1.3 trillion in the next three years, it is vital that we as an industry recognize what resonates with this market segment and what motivates them to travel," said ASTA Chair and President Nina Meyer, CTC, MCC, DS. "Through initiatives such as this, we will glean data essential to helping travel agents better position their businesses to meet the needs of this powerful and growing market."

The task force is led by Olga M. Ramudo, president of Express Travel in Miami and a member of both NTA and ASTA. She sees two positive products of the joint project.

"This initiative will promote the growth of tourism among Hispanics and, at the same time, it will create jobs in our industry," Ramudo said. "I am thrilled that the two most important travel organizations, ASTA and NTA, have recognized the importance of the Hispanic market and are joining forces to address it."

The announcement of the initiative and the task force was made at NTA’s convention here, where 2,000 travel professionals have gathered to further their business connections and education.