The Latino and Hispanic community is shaping the future of the American economy, particularly in the travel sector. According to the latest census figuresThe Latino and Hispanic community represents nearly 20 percent of the total U.S. population1 and is expected to surpass $2.5 trillion in purchasing power by 2025. According to a survey commissioned by Airbnb, Latino and Hispanic travelers are expected to increase their average annual leisure trips by 10% and spend approximately $180 more per trip compared to the previous 12 months2This represents an economic impact estimated at around US$165 billion in 2025.
The results of the first Report on Latin American and Hispanic Travelers to the United Stateswhich integrates data from a survey commissioned by Airbnb and Airbnb data from U.S. customers who chose Spanish as their primary language3reveals that 54% of Latino and Hispanic travelers consider Airbnb or short-term rentals for leisure travel, compared to 42% of non-Latino and Hispanic travelers. Additionally, the platform reported that the number of Airbnb guests who chose Spanish as their primary language in the United States increased by 32% in 2023.4.
“We are thrilled to see U.S. Latino and Hispanic travelers embrace Airbnb and grow their presence in our community. We’ve seen that Latino and Hispanic travelers are more likely to travel with family, and in response, we’ve continued to invest in making family travel on the platform easy and seamless. Listening to the needs of our community and continuing to innovate is critical to us as we grow and earn more of the trust of our customers, including those in the vibrant Latino and Hispanic community.”
Dave Stephenson, Airbnb's Chief Commercial Officer
New data from Airbnb’s report shows how U.S. Latino and Hispanic travelers are turning to Airbnb and how the company is serving this community. Here are some of the findings5:
Family ties are the fuel of travel
For 61% of Latino and Hispanic travelers, visiting family is the primary reason for their trip. Additionally, 74% say they are traveling with extended family, compared to 65% of non-Latino/Hispanic travelers. Airbnb data shows that 50% of nights booked by U.S. guests who chose Spanish as their primary language were for groups, compared to 40% of bookings made by the rest of U.S. travelers.6. Last May, Airbnb has introduced new features that make planning a group trip easier, including shared wish lists, a new message tab, and trip invitations.
Social media, pop culture and major events inspire travel
53% of U.S. Latino and Hispanic travelers said they use social media to plan their trips, 7% more than non-Hispanics. Additionally, 28% of Latino and Hispanic travelers are inspired by travel influencers, compared to 21% of non-Latino and Hispanic travelers. In terms of travel motivations, 34% said they would travel to visit a location from a TV show, book, or movie, and 32% said they would travel to see their favorite band or music event.
According to the survey, Las Vegas is currently the most sought-after destination for U.S. Latino and Hispanic travelers, with 46% ranking it as the destination they most want to visit in 2025. In recent years, the city has not only launched new attractions, but also increased the presence of Latino and Hispanic celebrities in residence.
Other trending cities, based on the strongest growth in nights booked on Airbnb by U.S. travelers who chose Spanish as their primary language, include7:
- Myrtle Beach, South Carolina
- Austin, Texas
- Phoenix, Arizona
Cultural ties influence travel destinations
Latino and Hispanic travelers expressed significantly higher interest in traveling to Latin America than non-Latino and Hispanic travelers. This is because 74% of them said they prioritize the culture of their intended destination and 76% expressed interest in traveling to Latin America to connect with their culture. Airbnb data shows that among U.S. travelers who chose Spanish as their primary language, 38% traveled to Latin America in 2023, likely five times more than the rest of U.S. travelers. The three most popular cities in Latin America based on the growth of nights booked on Airbnb by this group in 2023 were8:
- Florianopolis, Brazil
- Sabaneta, Colombia
- San Salvador, El Salvador
The Latino and Hispanic community in the United States is increasingly traveling, influencing and redefining the travel industry. Latino and Hispanic travelers are not only exploring new destinations, but also creating meaningful connections throughout their journeys.
Supporting the Latino and Hispanic Community in the United States
As part of Airbnb’s commitment to building a global community where people of all backgrounds, identities, and experiences feel welcome, we are proud to support the Latinx and Hispanic community. This longstanding work includes partnerships with organizations like The Hispanic Wealth Project And Hispanics in Wineto introduce people to hosting via the Airbnb Entrepreneurship Academy and support organizations that work to strengthen Hispanic and Latino communities across the Airbnb Community Fundas Latin House.
Download the full report on Latino and Hispanic travelers to the United States in English here and the Spanish version here.
