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What: The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage key benefits of marketing automation to start a conversation and turn consumers’ digital research into online and offline sales.
Why it matters: No matter how much technology brands throw at marketing, excellent content, and the human factor count for a lot, especially when consumers are purchasing an experience and not just on price.

Consumers’ Digital Research Speaks Volumes

Palace Resorts is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. That’s why consumers looking for an exceptional experience do a lot of digital research before making their purchases.

“We’re not a commodity you buy on a budget. So we talk a lot about our destinations,” Gerardo Garcia, Palace Resorts’ Vice President of Sales and Marketing in the USA, told Portada during a sit-down interview at Portada Miami. “We try to bring the customer into a conversation.”

Our core business is to run successful hotels, so we have to find the right people on the technology side.

Potential guests often visit 20 websites before booking. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. “People dedicate a lot of time to their process of buying a vacation. Their digital research process creates that inspirational moment,” Garcia told Portada.

Key Benefits of Marketing Automation: Balancing the Human Factor With Technology

Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, having a call center and live chat are key tools in the purchasing process.

Garcia’s marketing team includes 15 people dedicated solely to responding 24/7 to customers’ questions posted on social media or at Trip Advisor. “The more I learn about technology, the more I value the human factor,” Garcia said.

Gerardo Garcia (left) at Portada’s Travel Marketing Board’s Portada Miami Meeting

Working with third-party vendors is a critical part of Palace Resorts’ marketing strategy. Allowing vendors to manage technologyallows us to focus on our marketing strategies and find the right channel to launch that campaign. Our core business is to run successful hotels, so we have to find the right people on the technology side. Otherwise it becomes overwhelming,” Garcia explained.

Automated behavioral email is also one of the most important channels for communicating with existing customers. In addition to its CRM software tool Clever, Palace Resorts uses HubSpot to send emails based upon customers’ preferences.

 

 

A First for Aeromexico

Aeromexico is the first brand in Latin America to create a chatbot to respond to customers’ questions on WhatsApp. According to the airline’s Paola Camacho Stern, senior specialist co-brand partnerships, other brands are taking notice.

If customers don’t get the answers they need, the chatbot transfers them to Aeromexico’s call center. Ppersonnel there has actually been reduced thanks to the assistance of the chatbot.

In spite of the technology, the human factor remains a critical component for ticket sales since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.

We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them.

“We have a lot of people that want to talk to a human being. What we are looking for is a balance. I don’t think the call center is going to disappear, but our digital will grow more until it finds a balance,” Stern said.

 

 

Communicating the Experience with Content

 

Aeromexico relies heavily on social media to communicate its brand and the airline’s experience. “We have very strong social media channels, a lot of followers. We are focusing on making people feel like we’re not just an airline but the best company to take them from one place to another,” Stern explained.

Paola Camacho Stern at Portada’s Travel Marketing Board’s Portada Miami Meeting

The airline buys paid advertising, and uploads videos on Facebook which is its “strongest” social media channel.

Traditional media, too, plays an especially important role in Latin America. It includes the use of radio, outdoor advertising print, the airline’s inflight magazine as well as advertising before feature films in cinemas.

Key benefits of marketing automation include email, and Aeromexico uses it to launch campaigns and promotions and tell customers about new routes. It does extensive a/b testing to find the best messaging. Aeromexico also segments its databases to personalize offers.

“We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. Traditional channels are more expensive. You need to find a mix. You can’t put everything in digital.”

 

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • STR’s Consumer Travel Insights 2019 report series revealed 69% of global travelers used online review sites for their most recent trips. Word of mouth was very important for 51% of travelers, who used personal recommendations to help plan their trip. Of those who booked their holiday through an OTA, 55% used the service because it enabled comparison of multiple accommodation options. Only 29% of travelers used the service because it offered the best deal. 41% of travelers have at some point used Airbnb, with 92% being aware of the property sharing service.

 

  • According to new data by Nielsen, frozen, fully cooked chicken wings are still a very popular Super Bowl food. Deli counter wings remain a popular option for fully cooked chicken wings (with sales up 15% to $650 million from $565 million last year). Fresh wings have also skyrocketed, with sales up 31.4% in the past year. Moreover, online wing sales in the seven days leading up to and including the Super Bowl catapulted from $7,984,198 in 2017 to $11,562,723 in 2018, a 45% increase.

 

  •  According to the new study conducted by MAGNAIPG Media Lab and ViralGains, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey. The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. On average, 59% of ad impressions were wasted with standard video retargeting. Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website.

 

  • Food companies target Hispanic and black youth with advertisements almost exclusively for fast food, candy, sugary drinks, and unhealthy snacks, according to a new report by the University of Connecticut, Drexel University, and the University of Texas Health Science Center. Those unhealthy foods represented 86% of food advertising spent on black-targeted television programming, and 82% of advertising spending on Spanish-language television, in 2017, the study found.

 

  • Seventy-three percent of Republicans in a Pew Research Center study say the media does not understand themThe study found that Republicans surveyed felt misunderstood by the media, regardless of demographic traits and media consumption habits. Across the aisle, 40% of Democrats in the survey felt misunderstood, while 58% felt understood by news organizations.

 

  • Also according to Pew Research Center’s dataHispanics are on track to be the largest racial or ethnic group to be eligible to vote in a presidential election. According to Pew, Hispanics are projected to be about 13.3% of the electorate in 2020, which would make them the largest racial or ethnic minority of the electorate for the first time. In 2016, Hispanics were 11.9% of the electorate; African-Americans were 12.5% and are projected to remain the same in 2020.

 

What: Ana Acevedo, RCI’s senior vice president of marketing and Portada Travel Marketing Board Member, tells Portada that online reviews and user generated content marketing are growing in importance in Latin America.
Why it matters: As a result, RCI is finding new ways to leverage online reviews. The aim is to improve customer communications, build market credibility and increase sales.

Every time a customer stays at one of RCI’s thousands of affiliated time share properties across the globe, RCI surveys them. RCI asks them to rate their experience, right down to the most minute detail, including the quality of the resort’s housekeeping services.

RCI is one of the two largest timeshare companies in the world and works with more than 4,000 resorts.

Ana Laura Acevedo
Ana Laura Acevedo, Senior Vice President Marketing & Business Development, RCI Latin America

When an RCI member makes a negative remark on the company’s rating system, RCI follows up by contacting the resort where the customer stayed.

“We let the resort know. That way they can answer directly,” RCI’s senior vice president of marketing Ana Laura Acevedo tells Portada.

“Reviews are very important. In an industry likes ours, they are key because consumers don’t always believe what you say as a brand.”

Reviews are very important. In an industry likes ours, they are key because consumers don’t always believe what you say as a brand.

Online reviews now enjoy an outsized role in consumer purchasing decisions. Consequently, RCI has responded aggressively. It is turning customers’ comments into a powerful way of building brand credibility and communications.

User generated content marketing gaining weight in LATAM

“The importance of user generated content marketing in the form of online reviews is growing rapidly in Latin America. It’s already pretty strong in more mature markets like Brazil,” Acevedo says.

Five years ago, Brazilians Adriana Coelho and Andreia Assunção founded the Facebook page Viajando pela RCI to help consumers make decisions about purchasing and staying at timeshare properties.

The page has more than 7,000 followers. Comments by consumers can literally make or break a resort, according to Acevedo.

“It has gained so much strength that we are partners with them and we sponsor some of their events,” Acevedo tells Portada.

Questions about RCI that appear on the page are sent directly to RCI’s social media.

In fact, the Facebook page attracts so much attention that the page administrator sends inquiries about RCI properties directly to RCI’s salespeople, Coelho said at an event in June sponsored by the Brazilian publication Turismo Compartilhado.

Trip Advisor dominates

Trip Advisor is the most powerful and important online review site for the time share industry, according to Acevedo.

Recognizing Trip Advisor’s influence, RCI has an agreement with the site that allows RCI to republish on RCI websites Trip Advisor reviews written by RCI members.

RCI has also found other  =ways to leverage the power of online reviews by consumers.

Software created by Chute Apps allows Facebook users who are RCI members to instantly authorize RCI to use timeshare experience photos the users post on Facebook in official RCI marketing.

The importance of online reviews is growing rapidly in Latin America. It’s already pretty strong in more mature markets like Brazil.

Photos taken by RCI’s customers reduce the need to rely on stock photography for its marketing. They also carry a lot more credibility with consumers, according to Acevedo.

Using RCI customers’ photos has generated an increase in the click-through rate on all of RCI’s email, Facebook and Twitter campaigns, Acevedo says.

Social media monitoring

Take for instance, Social media monitoring. The technology also plays an important role in RCI’s ability to respond to and leverage the power of online reviews.

RCI now uses the services of Revinate to monitor what guests are saying about RCI’s affiliated resorts.

“It pulls reviews from Booking.com, Expedia, tourism boards and anyone that has a travel site where members can post reviews. It’s like a meta-searcher of reviews,” Acevedo tells Portada.

Using Revinate’s social media monitoring services also enables RCI to respond quickly to negative reviews.

Recent studies provide overwhelming evidence of the importance of online reviews in customers’ purchasing decisions.

95% of shoppers read online reviews before making a purchase.

Recent studies provide overwhelming evidence of the importance of online reviews in customers’ purchasing decisions.

According to a compilation of studies by the website G2 Crowd Learning Hub, nearly 95% of shoppers read online reviews before making a purchase. Seventy-two percent of customers don’t take action until they have read reviews.

“If you run a small business today, the single most important thing you can do to attract new customers is to take control of your online review score on sites like Yelp, Google My Business, FourSquare and TripAdvisor,” a recent column in Forbes Magazine advised readers.

What: We looked at the number of Latin American Internet-users (and particularly Mexicans) who looked for travel information online in February.
Why it matters: Only 25% of Latin American Internet users were interested in travel websites in February, about 1% less than December 2017. For Mexico, the drop was 4%, from 35% to 31%.

Among the major topics Latin Americans like to browse online, travel is not a favorite. While about 90% of Internet users in this region look at entertainment content and 50% browse on e-commerce sites, only 25% are interested in travel information. As shown in the tables below, TripAdvisor is still the number-one site for Latin Americans’ travel plans, while Uber heads the list in Mexico.

Top 10 Travel Websites in Latin America, February 2018

 

Total Audience, Home and Work, PC/LaptopTotal Unique Visitors (000)
Total Internet: Total Audience190,287
Travel47,764
1Trip Advisor Inc.10,865
2Expedia Inc7,682
3Despegar-Decolar Sites6,978
4Priceline.com Incorporated6,578
5LATAM.COM3,883
6Airbnb Sites3,085
7GOL Linhas Aereas Inteligentes2,427
8Uber2,409
9MSN Travel1,668
10LanChile S.A.1,643
    [Source: comScore]
  • As said above, 25% of Latin American Internet users looked at travel content online.
  • 22.7% of travel-content users visited TripAdvisor.
  • Despegar-Decolar Sites received 14.6% of visits, while Priceline.com was visited by 13.7% of users.
  • 8.1% of users looked for airline-ticket information on LATAM.COM.
  • Airbnb was visited by 6.4% of users.
  • 5% of users looked for airline tickets on GOL Linhas Aereas Inteligentes.
  • Uber received another 5% of visitors.
  • MSN Travel and LanChile are at the bottom of the list, with 3.4% each.

Top 10 Travel Websites in Mexico, February 2018

 

Total Audience, Home and Work, PC/LaptopTotal Unique Visitors (000)
Total Internet: Total Audience68,613
Travel21,274
1Uber7,291
2TripAdvisor4,296
3Expedia Inc2,679
4Despegar-Decolar Sites1,219
5Priceline.com Incorporated1,217
6Volaris Sites1,191
7VIVAAEROBUS.COM1,182
8BUSOLINEA.COM731
9Aeromexico726
10MEXICODESCONOCIDO.COM.MX665
    [Source: comScore]
  • Uber was the most-visited website with 34.2%.
  • 20% of travel-content users visited TripAdvisor.
  • Expedia Inc received 12.5% of travel-related visits.
  • Very similar amounts of users visited Despegar-Decolar and Priceline: 5.7% each.
  • Volaris received 5.5% of visits, just the same as VIVAAEROBUS.
  • Busolinea and Aeromexico were visited by 3.4% of users each.
  • MEXICODESCONOCIDO received 3.1% of visits.

What: We took a look at how many Latin American internet users visited travel websites online in December 2017, and particularly Mexicans.
Why it matters: While about 85% of internet users in Latin America look at entertainment sites, only 26.4% visit travel sites, which could mean the travel industry has a lot to work on to reach Latin American audiences.

TripAdvisor advertises itself as the largest travel site online. While this might be true, the number of Latin Americans who devote internet-browsing time to travel content is rather limited, especially when compared to how many users look for entertainment websites. Is it a bad moment for Latin American travelers? Perhaps it is best for marketers in the industry to make traveling easier, or to provide more engaging content to keep traveling dreams alive.

Top 10 Travel Websites in Latin America, December 2017

Total Audience, Home & Work, PC/Laptop OnlyTotal Unique Visitors/Viewers (000)
Total Internet: Total Audience193,562
Travel51,270
1TripAdvisor10,796
2Despegar-Decolar Sites9,364
3Expedia8,863
4Priceline.com7,063
5LATAM.COM4,985
6Airbnb sites3,430
7Uber3,170
8GOL Linhas Aereas2,942
9VIAJANET.COM.BR1,734
10MSN Travel1,532

[Source: comScore]

  • 26.4% of Latin American Internet users looked for travel information websites in December 2017.
  • 21% of Latin Americans who looked for travel options on the internet visited TripAdvisor, more than any other website.
  • 18.2% of users looked for travel information on Despegar-Decolar sites, not too far behind TripAdvisor.
  • Close behind Despegar-Decolar is Expedia, with 17.2% of users.
  • Priceline.com received 13.7% of users looking for travel information.
  • 9.7% of Latin Americans looking for travel options online visited latam.com.
  • Airbnb and Uber had similar numbers of visitors, with 6.6% and 6.1% respectively.
  • Brazilian website GOL Linhas Aereas received 5.7% of Latin American visitors, while 3.3% of users visited the Brazilian version of Viajanet. In total, 9% of users looked for travel information in Brazilian websites.
  • MSN travel, the only site in the list that doesn’t offer booking services, received 2.9% of visitors.

 

Top 10 Travel Websites in Mexico, December 2017

Total Audience, Home & Work, PC/Laptop and Mobile DevicesTotal Unique Visitors/Viewers (000)
Total Internet: Total Audience64,655
Travel23,229
1Uber9,032
2TripAdvisor4,014
3Expedia2,760
4Despegar-Decolar Sites1,960
5Volaris Sites1,308
6VivaAerobus1,299
7Interjet1,280
8Priceline.com1,215
9Reservamos.mx983
10Viajes Beda SA953
    [Source: comScore]
  • When we look at Mexico in particular, we find that 35% of Internet users devoted some time to looking at travel information websites.
  • Among those users looking for travel information, 38% used Uber.
  • TripAdvisor received 17.2% percent of users.
  • 11.8% of Mexicans looking for travel information visited Expedia. 
  • Despegar-Decolar sites are not too far behind with 8.4% of users.
  • Volaris, VivaAerobus, and Interjet are strong competitors to each other. They all received similar numbers of visitors with 5.6%, 5.5% and 5.4% of users respectively.
  • Priceline follows from up close with 5.2% of users.
  • At the last two spots, with very similar numbers of visitors, we find Reservamos.mx and Viajes Beda SA, with 4.2% and 4% respectively.

What: To investigate shifts in global travel behavior for the most recent quarter, travel audience engagement platform Sojern analyzed search and booking data from October to December 2016. The final report revealed interesting insight about how Latin Americans are planning to spend their Semana Santa vacations, and how US marketers can entice them.
Why It Matters: LATAM travelers are researching and planning very early for a holiday that is tailor-made for families, but there are still last-minute bookings taking place. Travel marketers should address last-minute deals while offering incentives for early bookings, and find ways to offer tangible services and variations on discounts for increasingly budget-conscious travelers.

Semana Santa ‘Tailor-Made’ for LATAM Family Travel 

Traveler audience engagement platform Sojern analyzed trends in April travel among LATAM travelers, revealing valuable insight into shifts in consumer preferences and the effect of current political and economic conditions on people’s ability to travel.

Andres Franklin, Commercial Director for Latin America, Sojern
Andres Franklin, Commercial Director for Latin America, Sojern

In LATAM, the week of Easter, Semana Santa, takes the place of Spring Break for children, and schools close the week that follows Easter Sunday. “Families see it as a ‘must-travel’ time of the year because there is so much time off, so many look to take longer getaways,” said Andres Franklin, Sojern’s Commercial Director for Latin America.

And as employees in the region — especially in Mexico — tend to get less time off than they do in the United States, people are likely to take advantage of the vacation days that this entire week affords them. Some are even taking an additional week off so that they can have a rare, full two-week vacation: The study revealed that April 1, 7, and 8 are the top departure dates in April.

Franklin commented that trip durations searched for Semana Santa also reflect this trend: “43% of those looking for long-haul travel are planning trips of 12 or more days, and nearly a third of short-haul travel is also for 12 or more days,” Franklin said. The study also suggested that while people plan in advance for this holiday, last-minute bookings are still taking place. Marketers would be wise to address those who are making reservations late through last-minute deals.

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LATAM Travelers Budget-Conscious but Seeking New Experiences

While each country in the region has its own idiosyncrasies, they are generally sensitive to prices as exchange rates and their purchasing power does not always favor international power. But currency exchange across the region is at a 10-year high, and “Latin Americans still travel, but they are more budget conscious than before, so variations on a discount resonate a lot better with Latin American travelers than, say, offers of free wifi or additional features,” Franklin explained. “Tangible services, like airport pickup and free breakfast resonate well, too, as does quoting room rates in local currency instead of the US dollar.”

There are also ways to acknowledge the fluctuating economic conditions and turn them into an enticing deal: “If you really want to be smart and hit home with Latin American travelers, you may want to offer, instead of a 20% discount, an offer to ‘pay for it in 2010 currency exchange,” Franklin suggested. While a deal like this is essentially a monetary discount, he assured that it “strikes a different chord” with consumers in Latin America.

Creating short videos that welcome Latin American travelers, especially in Spanish, would be a great way to get your brands in front of new travelers and inspire them to visit your destination.

It is also important to recognize that while LATAM travelers are budget-conscious, they are on the lookout for novel experiences when they travel. “They might scale back on ‘retail therapy,’ but events like a concert, a broadway show, or a major sports game all are still appealing to the Latin American traveler to the US,” Franklin said.

Marketers Should Go Out of Way to Welcome LATAM Travelers 

And it’s not just economic conditions that are shaping LATAM travel decisions. LATAM travelers — especially Mexicans — follow the news in the United States closely, and understandably do not feel particularly welcome in the country. To alleviate LATAM travelers’ worries, marketers should focus on “warm and inviting” messages that are heavy on video. “Creating short videos that welcome Latin American travelers, especially in Spanish, would be a great way to get your brands in front of new travelers and inspire them to visit your destination,” Franklin noted.

Another way to assuage travelers’ worries about how welcome they are in the US is to focus on the type of American experience that LATAM travelers want. “When Latin American travelers come here, they seek that ‘Americana’ that is not accessible in their home countries, with respect to both brands and the experiences,” Franklin said. Marketers that can give LATAM travelers the customer experience that they expect from their trip — full of American culture, food and nostalgia — will be well positioned for success.

Semana Santa a Unique Opportunity to Solidify Relationships with LATAM Travelers

Marketers wondering whether Semana Santa is a good opportunity to attract LATAM travelers should rest assured: it is most likely the busiest time of year for traveling, since many people stay in their countries for Christmas so they can be close to family and friends. Plus, since North Americans escaping the cold tend to drive up prices over the holidays, “Christmas is not a great time for Latin Americans to travel, at least not to beach resorts or most of the USA, where it’s winter,” Franklin said.

And since the North American summer months have no family-centric holidays, Franklin added, “kids are usually enrolled in some form of Summer program or camp, so it is family travel time, whether parents in LATAM want it to be or not!”

We spoke with agency and brand executives to learn about their travel marketing plans for 2017.

This is what we asked them:

  1. On which platforms will you invest/implement your campaigns in 2017?
  2. What travel marketing trends do you expect to see in 2017?
  3. In terms of marketing in general, what would you like to see more of in 2017?

luis-perillo-1Luis Perillo, VP of Sales and Marketing, Hilton Latin America Latina and the Caribbean

  1. We are increasing our online and social media investments, along with the permanent use of print media and PR.
  2. We expect to see greater investment in digital channels and social media.
  3. We would like to see more holistic campaigns that include different types of media, to generate greater awareness among key audiences through campaigns that include social actions, PR, online advertising, print, TV, radio, etc.

Copy of Portada-online.com - Events - Internal - SpeakersMaría Aguayo, Marketing Manager, Expedia LatAm and Mexico

  1. It always depends on the campaign, but digital media and television are a must.
  2. Travelers today are looking for more authentic experiences, which means they also expect travel companies to interact in a much more personal way and also add technology to their offerings.
  3. We hope that people in Mexico will take more vacations. We are very behind in balancing our work and personal life when it comes to paid vacation metrics. Mexicans receive an average of 15 days of paid vacation a year, but take only 12 days of vacation leave. Those three lost days means that Mexicans waste millions of pesos in paid vacation annually. We would like to see tourism continue to gain ground, see more advertisers in this industry, and see consumers being encouraged to travel more.

Christopher Arjona CastroChristopher Arjona, Senior Director of digital marketing, distribution, CRM, and loyalty programs at Meliá

  1. We’ll be focusing mainly on digital platforms (display, PMP, programmatic, social ads, etc.)
  2. We want the industry to place a greater emphasis on programmatic marketing as a means of prospecting.
  3. It will be interesting to know the general trends of the American traveler market that travels outside of the United States.

erica-doyneErica Doyne, VP of Marketing, AM Resorts

  1. AM Resorts’ campaigns are fully integrated, including extensions in social networks and online video, among others.
  2. Marketers no longer trust a single traditional platform, but rather seek to engage consumers with new strategies including online video, digital advertising, mobile strategies, public relations and social networking. In addition, industry marketers now seek to target specific markets, such as wedding destinations, the LGBT market, and the Hispanic market.
  3. The focus on experiences is gaining a lot of attention. Many travelers want to add something to their rest and relaxation, so the industry needs to offer more options.

What sites do Latin American users consult when planning their trips? How important is each of these platforms, relative to the information they offer? Is it possible to establish their decision-making process when it comes to planning trips? We answer these questions here, using comScore‘s September 2016 rankings.

During September 2016, 29% of Latin American resident users visited the “travel” category, according to the comScore report.

Source: comScore Media Metrix, LatAm, Hogar y Trabajo, PC/Laptop solamente, September 2016Total Unique Visitors (000)
    Total Internet : Total Audience197.612
    Travel57192
1    Despegar-Decolar Sites15.550
2    TripAdvisor Inc.11.450
3    Priceline.com Incorporated6.920
4    Expedia Inc6.359
5    LATAM.COM5.725
6    LanChile S.A.2.903
7    GOL Linhas Aereas Inteligentes2.594
8    Uber2.003
9    CVC.COM.BR1.927
10    MSN Travel1.660

The Despegar sites (and their Brazilian version, Decolar), attracted 27% of unique visitors, while Expedia, the North American equivalent of Despegar and Decolar, received 11% of the users. Other visitors (mostly Brazilians, probably) chose CVC (which, while it came in ninth on the ranking, received 3% of Latin American visitors in the informed period).

Coming in second, TripAdvisor was visited by 20% of the users.

With respect to search engines that help find the best prices for travel, Latin American visitors chose Priceline, which received 12% of the region’s visitors in September.

20% of Latin American visited the LATAM sites for the LanChile and Gol Linhas Aereas airlines, while Uber was the only ranked platform in the ground transportation category.

Finally, the travel portal MSN came in last, with 3% of the visitors.

How do Latin American users plan their trips?

The order that each of these sites and platforms appears on the comScore platform allows us to guess what path users take when planning their trips.

First, they choose destinations and resolve logistical issues (tickets, hotels, transport) through Despegar’s sites, a platform which (for many Latin Americans) is the starting point for any destination that they have in mind, as if it were a control panel that allows them a general vision of all aspects of their trips.

In second place, they would seek the opinions of other users on TripAdvisor, to then (after defining the destination and logistics) compare prices on Priceline and Expedia, with the goal of seeking better fares.

Finally, before finishing the operation, they seek rates with direct providers, without intermediaries (explaining the presence of LatAm, LanChile and GOL airlines on this ranking).

Once they have finished this process and made an informed decision, they probably execute the operation through Despegar.com (because of how easy it is to concentrate everything into one platform that is “run by Latin Americans”).

Of course, while we can’t know for sure if this is the path that all users take, what is certain is that the rankings allow us to establish their priorities when consuming content related to trips and tourism.