Market Reports Published by Our Editorial Partners

Argentina and the USA Product

by Marcos Llobet - Ladevi Medios & Soluciones

With the capture of 22% of the total international outflows of the Argentines, the northern giant defies the local socio-economic crisis, retaining its privileged position as one of the most attractive destinations for the passengers. However, and after the knockout blow that meant the August devaluation, the operations collapsed and the benchmarks fell. The industry referents expect the "magic" of American products to wake up the market during the high season.

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Report Defines Keys to Reaching Latin American Travelers

By Ladevi Editorial Team - Ladevi Medios & Soluciones

Posted in La Agencia de Viajes Argentina, 21 Oct 19:

A study by Sherlock Communications suggests that travel companies should focus on niches such as the elderly, high-end and women, for example. In addition, it analyzes how the region's particularities should be taken into account in brand awareness.

Digital marketing agency Sherlock Communications presented a study in which it translates the results of a survey of more than 3,000 Latin American consumers into advice for agencies and operators to refocus their strategies to reach a potential audience of 25 million travelers.

According to the consultant, one of the vital niches for outbound tourism companies are people over 50. On the one hand, because it is a demographic group that has improved its life expectancy and for which travel insurance packages are a crucial point of sale.

Another segment with great potential to be addressed is the luxury market. According to Sherlock data, on average, half of tourists from Brazil, Mexico and Colombia spend at least US$ 5,000 to travel abroad. That percentage drops in other key markets: Argentina, 33%; Chile, 29% and Peru, 28%.

The study also suggests looking closely at the growth in the number of women choosing to travel alone. In Brazil they are 18%, or almost three million. For companies that want to address this segment, it is suggested that they take into account that they must reinforce information on personal safety at destinations.

Without going any further, Sherlock argues that for Latin American tourists in general, security has a great influence on the process of choosing a vacation spot. A lot of information, tips and emergency numbers are data valued by travelers and to be taken into account by companies when offering packages and experiences.

On the other hand, considering that Latin American citizens need tourist visas for many countries, the consultant suggests focusing marketing efforts on countries with fewer obstacles. However, what countries do in terms of facilitation is fundamental at this point. For example, since Canada simplified its visa process, the influx of Mexicans increased by 64% and that of Brazilians by 39%.

Another interesting tip suggested by Sherlock is for companies to have last-minute offers to offer, because half of those interviewed acknowledged that they plan their trips less than a month in advance. Those who make decisions one year in advance do not exceed 10% on average in any of the markets studied.


Sherlock's report works in parallel on how tourism businesses should make themselves known. "Don't invest all your energy in a physical space: a website that is easy to use in the local language is essential," says the study, which adds that if you are thinking of expanding your presence at a regional level, at least separate platforms are required for Brazil and the rest of Latin America.

In the same way, the consultant suggests exploiting social networks, but without neglecting that each one has its own codes. "You will need experts on your side to avoid becoming a meme," they warned.

Ultimately, for 55% of respondents the biggest influence when planning a trip is content shared by friends and family.

In this sense, the communication agency warns against forgetting traditional media or classic advertising: "Several countries still depend heavily on traditional marketing campaigns.