2017

THE LATIN AMERICAN

TRAVELER

STATUS

SEEKERS

This report focuses on six mega-trends of

particular relevance to hoteliers:

LOCAL

LOVE

POST-

DEMOGRAPHIC

UBITECH INFOLUST PLAYSUMERS

This Custom Deep Dive takes a look at six consumer trends

with particularly strong implications for travelers across Latin

America.

Each trend includes a definition, an explanation of WHY it’s

happening, and a suggestion of where you could take the

trend NEXT.

Innovation examples for the trends hail from various

consumer-facing industries because expectations transfer.

WELCOME

CONSUMER TRENDS

1. STATUS SEEKERS

STATUS STORIES

WELLTHY

2. LOCAL LOVE

CELEBRATION NATION

URBAN PRIDE

3. POST-DEMOGRAPHIC CONSUMERISM

(F)EMPOWERMENT

4. UBITECH

INTUITIVE INTERFACES

SAFETY NET

5. INFOLUST

INFORMAL INFO

6. PLAYSUMERS

GAME ON

VIRTUAL EXPERIENCE ECONOMY

CONTENTS

STATUS SEEKERSTHE PURSUIT OF STATUS

STATUS SEEKERSThe desire for status and recognition is a deep

and universal human need. With so many choices

available in modern economies, consuming is as

much a statement about who I am as what I have.

In Latin America, traditional signs of status –

the house and the car – remain important forms

of evidence that demonstrate what one has

achieved. But now, new and more intangible

sources of status are emerging across the region.

As Latin American consumers gain purchasing

power and are able to acquire more items, they will

increasingly achieve their status fix from unique

stories they can tell – about the places they go,

the people they meet and the experiences they

have – rather than from the accumulation of

valuable objects. And of course, travel is one way

to accumulate valuable STATUS STORIES.

STATUS STORIES

of Brazilians surveyed said that people

who travel are more interesting, compared

to a global average of 61%.

B o o k i n g . c o m ,

M a r c h 2 0 1 7

of millennials in Brazil surveyed believe it’s

important to receive comments on the

vacation photos they post on social media,

compared to a global average of 25%.

E x p e d i a & F u t u r e

F o u n d a t i o n ,

S e p t e m b e r 2 0 1 6

WHY NOW? // BRAND ME

Consumers store and share their lives online. As

online profiles become an increasingly important

dimension of people’s lives, broadcasting

interesting travel-related STATUS STORIES

becomes ever more desirable.

// EXPANDED HORIZONS

During the last ten years, Latin Americans have

been able

to increase their self-development. More people,

from a variety of economic backgrounds, are

receiving more educational opportunities. In turn,

the less privileged now have the chance to buy

more, experience more, and collect stories to share.

As a result, expectations for self-actualization have

risen far beyond acquiring goods.

// FLYING: DEMOCRATIZED

Over the past decade, consumers from more diverse

economic groups have embraced new travel

opportunities. New startups and low-cost airlines in

Mexico, Colombia and Brazil made flights cheaper

and offered the possibility for them to be paid for in

multiple installments. The expansion of low-cost

airlines looks set to continue: Chile’s JetSmart

charges just USD 1.50 for tickets, Peru’s Viva Air

launched in May 2017.

As travel experiences become more widespread,

Latin American consumers will need to dig deeper to

find STATUS STORIES that stand out from the rest.

Tourism company offers

volcanic dining experiencePATA DE CHUCHO

GUATEMALA

Eco-resort constructs treehouse

suitePAPAYA PLAYA

PROJECT

MEXICO

Club hosts dinners in unusual

locationsBREAD + BUTTER

ARGENTINA

Beer brand's train transports

festival-goers to music eventREDD’S COLOMBIA

COLOMBIA

Starbucks opens immersive

visitor centerSTARBUCKS

COSTA RICA

WHAT NEXT?// INTANGIBLE INVESTMENTS

In spite of faltering economies across Latin

America, consumers (particularly

millennials) are redefining what an

‘investment’ is. Investing in one’s own

enjoyment and experiences – even those,

like the train from Redd’s, that are a

gateway to the more significant ones (the

Estéreo Picnic festival) – are being seen as

increasingly ‘worth it’. What invaluable

STATUS STORIES – stories that no

financial crisis can take away – can you

pass on to travelers?

// ALL TOGETHER NOW

One unique story to pass on to consumers?

Your own. Starbucks’ coffee farm visitor center

gave travelers an exclusive, insider’s view into

the brand. How can you combine STORIES

with education?

// LEAPS OF FAITH

Experiences that require consumers to take

chances,

like Bread + Butter’s mystery dinners, are

especially ripe for social media sharing. How

can you encourage consumers to surrender to

the unknown in the pursuit of a STATUS

STORY?

Appearing physically attractive is a common goal

for Latin Americans (after all, plastic surgery

procedures are carried out every five minutes in

Colombia) but maintaining one’s health also accrues

status in the eyes of one’s peers. Since healthy

lifestyles require constant work (even on vacation!),

more and more Latin Americans will embrace

brands that combine wellbeing with a status hit.

WELLTHY

WHY NOW? // VAINCATIONS

Brazil, Mexico, and Colombia in particular have

become important destinations for tourists seeking

low-cost medical and cosmetic procedures – the

city of Medellín in Colombia even offers teeth-

bleaching tours. With global populations aging and

health costs accelerating, Latin America will

continue to cater to the desire of both visitors and

citizens to be WELLTHY.

// GYMS FOR ALL

The growth of low-cost gyms throughout the region

is making it easier for all consumers to stay fit.

Fitness chain Smart Fit, the largest in Latin

America, has 265 units in Brazil and another 100 in

Mexico, Chile, Peru and the Dominican Republic.

// HEALTH: INFLUENCED

Performance tracking and sharing technologies

encouraged consumers to benchmark their own health

against others, and pushed health and fitness even

higher up the agenda for Latin American consumers.

At the same time, fitness-focused social media

influencers are reinforcing the link between health and

aspiration: Gabriela Pugliesi has 3.5 million Instagram

followers.

Airport hosts relaxing yoga

classes

SANTIAGO

INTERNATIONAL

AIRPORT

CHILE

Cruise lines launch fitness

experiencesMSC & COSTA

CRUISES

BRAZIL

Pedaling cyclists generate

energy to power moviesCINE PUERTO

FESTIVAL

CHILE

WHAT NEXT?// MOTIVATE ME

How can you motivate consumers to maintain self-

improvement? Public experiences, like Cine Puerto

Festival, where everyone can view each other’s

performance, or those that fund a good cause

(Chocó To Dance) give consumers an extra ‘push’

to keep moving.

// OUTSOURCED RESPONSIBILITIES

Consumers appreciate brands – like Smart Fit and

LifeBoost – that help make healthy habits easier.

How can you ensure that inconvenience doesn’t

impede consumers’ health goals, especially when

they’re travelling?

// LIFESTYLE CHOICE

A vacation from daily life doesn’t always equate to a

vacation from health. Fitness programs, such as those

offered by MSC, offer a double status hit: a new

experience, as well as a chance to show off fitness

commitment. Offer experiences that help consumers

maintain routines or can act as a catalyst for new ones.

// BEYOND HEALTH

Consumers used to optimizing diets and fitness will

increasingly look to new areas to self-improve – think

mindfulness and more. Smart brands will consider

every aspect of the WELLTHY lifestyle.

THE IMPORTANCE OF LOCAL CONTEXT

LOCAL LOVE

LOCAL LOVE

Culture and identity in Latin America have always

resonated with consumers across the region, and

recent economic progress has encouraged (and

funded) more local creations. And with an

increased emphasis on authenticity, convenience

and the environment, Latin Americans have

become even more celebratory of all things

‘local’.

Although big Latin American cities (Bogotá, Mexico

City, and Santiago, to name a few) have glaring

infrastructure issues – poor housing, unreliable

public transport – citizens, governments,

and companies are trying to fix them. Urban dwellers

are increasingly appreciating the intensity, diversity

and rich cultures that cities in Latin America have to

offer, and they’re eager to show them off to global

visitors.

URBAN PRIDE

of Brazilian millennials agree that the

most important factor when traveling is

to have a ‘unique experience that involves

the local culture.’

E x p e d i a & F u t u r e F o u n d a t i o n ,

S e p t e m b e r 2 0 1 6

WHY NOW? // CITYSUMERS

In Latin America, 80% of the population

resides in cities – making this region the

most urbanized on earth.

// GLOBALIZATION FATIGUE

Global culture may be converging, but place

will always matter. Sophisticated Latin

American consumers are embracing quirky,

surprising and daring products and services

that celebrate their corner of the globe –

without sugarcoating it.

// REALITY FOR SALE

Rampant transparency (at a governmental and

business level) has given local citizens greater

insight and more control over the issues

impacting their locale. At the same time, the

growth of the Experience Economy has

prompted a move towards experiences that

convey the reality – both positive and negative

– of the region to locals and tourists alike.

Student-created food guide

encourages tourists to venture

outside of city center

PRATO FIRMEZA

BRAZIL

Museum of Modern Art showcases

user-created tribute to favela lifeFAVELAGRAFIA

BRAZIL

Nicaragua's capital has

street signs updatedEL GALLO

MÁS GALLO

NICARAGUA

Graffiti artists rally community

to repaint neighborhoodTHE INK CREW

COLOMBIA

Tours showcase local

music sceneZZK RECORDS

ARGENTINA

Brazilian travel company hosts

corruption-themed toursSPECIAL PARANÁ

BRAZIL

WHAT NEXT?// BRANDED GOVERNMENT

With many local authorities lacking the funds or

inclination to improve cities, Latin American

consumers are looking for brands to step in and

step up. For travel brands the benefits are twofold:

making the city better

for locals means they’ll view your business in a

positive light but it will also attract more tourists

(and their spending!). See how El Gallo Más Gallo’s

street sign initiative made Managua better for

everyone.

// WARTS & ALL

Jaded consumers have little time for artificial or

clichéd ‘celebrations’. Transform underrepresented

issues into city experiences, as Special Parana

Turismo & Eventos’ anti-corruption tours did.

// COLLABORATE

Both city-dwellers and visitors want to support local

initiatives that ‘give back’. To serve this need, tap

creators in the community or give often-overlooked

groups the means to create (see the Favelagrafia

exhibition).

// INSIDER ACCESS

Travelers hungry for authenticity will be grateful for

any local ‘secrets’ you can divulge – as the Prato

Firmeza guide does – that provide users with unique

stories and help them avoid tourist traps.

As global brands continue to descend upon Latin

America, the region reacts. Local symbols, lifestyles

and traditions that were previously downplayed

(if not denied) are being preserved or modernized

to become sources of pride and status for domestic

consumers, and of interest to global visitors.

CELEBRATION

NATION

WHY NOW? // OUTSKIRT OUTINGS

In their quest for more authentic and local (read: shareable)

experiences, travelers are going beyond the big cities.

In 2016, visitors to Brazil’s rural regions increased to over

94,000 (from about 28,000 the year before). And between

2015 and 2016, the number of Airbnb hosts and guests in

areas far from cities in Latin America tripled.

// DIGITAL DEFIANCE

As increasing digital penetration blurs cultural borders,

local citizens cling to traditions. And wanderlust-filled

travelers, who can learn everything about anything online,

are seeking out in-person experiences that offer a taste of

local flavor – something their peers at home can’t access.

Luxury sleeper train travels

along the Andes mountainsBELMOND

PERU

Indigenous tribe preserves its

culture through a video gameHUNI KUIN

BRAZI

LPERU

Resort aids local community

and environmentUXUA CASA

& SPA

BRAZIL

Tourism board uses suitcases

as advertising mediumPROMPERÚ

PERUPERU

Campaign encourages Mexicans

to realize their potentialCORONA

MEXICO

WHAT NEXT?// POST-COLONIAL PRIDE

Latin Americans are proud of what their region has

to offer – see how PromPerú showed it off to the

world to drive tourism from overseas. At the same

time, many citizens feel their identity is under attack

– as it was when their regions were colonies – from

external forces. Corona’s ‘Desfronterízate’

campaign encouraged consumers to

look inward and reconsider ‘who’ they are.

// LOCAL SHOWCASE

Capture consumers’ attention by showcasing the

best of local history and culture (as the Belmond

Andean Explorer does) or by taking a hard look at

the worst. Either way, ensure that travelers return

home with a beyond-surface-level understanding of

a locale.

// LOCAL HEROES

Honor local communities while simultaneously

providing enjoyable consumer experiences. The Huni

Kuin game preserves an indigenous tribe’s culture;

Uxua Casa’s initiatives give back to the local

community. Once consumers know brands are making

travel more sustainable (both environmentally and

socially), they’ll ask how your business measures up.

POST-DEMOGRAPHICTHE DEATH OF DEMOGRAPHIC SEGMENTATION

POST-DEMOGRAPHICHistorically, societies across Latin America were

straightforward: people knew their roles, and family

and community bonds held everything together

in the face of economic and political struggle.

Although these struggles haven’t ceased,

economic, social and technological forces are

shifting traditional demographic segments. People

are shaking off conventions and constructing their

own identities more freely than ever before.

(F)EMPOWERMENTIn Latin America, women are fighting for equality

in public and private life. Brands that not only avoid

harmful stereotypes or objectification but also

actually support women’s causes and better

communicate with modern women will be loved –

at the expense of those that don’t.

WHY NOW?// COMBATING FEMICIDE

Central America, the Caribbean, and South America

were found to have the highest violent death rates

for women in the world between 2011 and 2015

(Small Arms Survey, 2016). The 2015

#NiUnaAMenos

(‘Not One Less’) movement, which started in

Argentina, and the 2016 gathering of 6,000 people in

Mexico City protested these high rates of ‘femicide’.

// INDIVIDUAL RULES

Social rules and traditions are being challenged in

many societies. Individuals are forming their own

singular definitions of what they seek from their own

lives. Many consumers are less accepting of brands

that dictate who they are and how they should

behave.

// CLOSING THE GAP

Female empowerment is on the agenda across Latin

America. Gender parity programs are being

accelerated, for groups ranging from indigenous

women in Guatemala to working women in cities.

These programs have benefits for everyone: if women

worked at the same rate as men currently do, the per-

capita GDP gain would be 17% across Latin America

(World Economic Forum, 2016).

// BRAND STANDS

Women across Latin America are aware that they can’t

solve all the challenges they face alone. Now they’re

looking for progressive brands to be partners in

change and make a stand when and where it counts.

of women surveyed stated that they wish to travel

alone, which is higher than the 11.8% of male

participants who expressed this desire.

B r a z i l M i n i s t r y o f T o u r i s m ,

M a r c h 2 0 1 7

Co-working space set up

exclusively for femalesURBAN MUJER

CHILE

Sustainable lighting solution

makes women feel safeDOVE

COLOMBIA

Runway models promote

equality with hidden messagesAMIR SLAMA

BRAZIL

Soccer scoreboard raises

awareness of domestic

violence calls

TELETICA

COSTA RICA

WHAT NEXT?// SAFETY FIRST

Violence against women is limiting their potential as

travelers. How can you help female travelers feel

safe and protected, especially in areas where

females are targeted? Take inspiration from Dove’s

street lamps.

// NORMALIZE ACCEPTANCE

Get to the root of gender-based societal issues and

foster a more accepting culture: seemingly simple

statements (such as the breastfeeding mannequins)

can be impactful. When women see one brand

making a stand and tackling inequality, they’ll ask

why you’re not doing the same.

// LOOK TO INDEPENDENTS

Brands aiming for (F)EMPOWERMENT should

consider how they can leverage the creativity and

passions of ‘independent’ groups – see how Skol

worked with feminist illustrators to challenge the

brand’s image. Just make sure you’re in it for the long

haul!

// CATER & CHANGE

Be alert for other consumer groups that are

disrespected and (perhaps as a result) not purchasing

from your brand or traveling as much as they could

be. Give them a voice: ask them what they’d like to

consume and how they should be marketed to.

UBITECHTHE EVER-GREATER PERVASIVENESS OF TECHNOLOGY

Far from feeling oversaturated by technology,

consumers in Latin America have sprinted

enthusiastically towards it and the unparalleled

‘superpowers’ it offers: instant information, absolute

transparency and more. Across the region, digital

tools are opening new possibilities, connecting

people and offering a level of efficiency that many

are experimenting with for the first time in their lives.

UBITECH

Consumers want to keep their tech-enabled

superpowers, without the technology getting

in the way. Now, new and increasingly intuitive

technologies (speech, gesture, touch, sight and

more) are enabling consumers to interact with their

environment in more natural and convenient ways.

INTUITIVE

INTERFACES

of millennials surveyed in Brazil would be

interested in having a wearable device that

would adjust the temperature of a hotel room,

based on their own body temperature.

E x p e d i a ,

S e p t e m b e r 2 0 1 6

WHY NOW?// MOBILE SATURATION

The overall number of unique mobile subscribers

in Latin America is forecast to reach 524 million

by 2020, up from 414 million at the end of 2015,

making Latin America the second-fastest growing

global region during this period (GSMA, September

2016). That, combined with the adoption of

wearables, means consumers are increasingly

reliant on tech.

// INTRUSIVE INTERFACES

These connected consumers are trapped in a

paradox – they crave the information and freedom

tech allows, but a growing number recognize the

impact it’s having on relationships, productivity,

concentration levels and more.

// MACHINE LEARNING

From facial recognition technology to natural language

processing, increasingly contextual and anticipatory

technologies have made consumers aware that digital

services can be unobtrusive.

// SECURITY AFFAIRS

In a region where concerns about fraud are

widespread, fingerprint and biometric authentication

have been widely adopted across the banking industry.

They’ll bring expectations set in that sector to their

interactions with travel brands.

Airline lets passengers

check in via selfiesGOL

BRAZIL

Selfies verify driver identificationUBER

BRAZIL

Hotel lets guests open doors

via mobile devicesACCORHOTELS

BRAZIL

IBM Watson allows museum

visitors to interact with artworkIBM WATSON

BRAZIL

of Brazilian consumers surveyed worry that

the pace of innovation is too fast.

Brazilian consumers also have the highest

amount of trust in the technology sector

(compared to all other industries).

E d e l m a n ,

J a n u a r y 2 0 1 7

WHAT NEXT?// ONE TOUCH

As interactions become increasingly intuitive,

consumer expectations around convenience will

continue to cycle higher – especially in the travel

sector, where consumers seek to power through

procedures.

How and where can processes can be

streamlined? AccorHotels made unlocking a hotel

room frictionless.

// INVISIBLE MOMENTS

Consumers will only notice a service that allows

them to speed through tasks the first time they use

it.

After that, they’ll take it for granted. The takeaway?

When it comes to tech-powered convenience, keep

looking forward!

// IN TECH WE TRUST

Poor infrastructure and corrupt governments frequently

fail Latin Americans. Tech, however, is more reliable.

And since security is a concern, intuitive features like

facial recognition (in, for example, Gol’s check-in

procedures) can provide much-needed reassurance.

// BEYOND SAFETY

While there are clear uses for INTUITIVE INTERFACE

initiatives when it comes to passenger safety and

improved consumer journeys, tech can also be used

to enhance and enrich experiences – at the

Pinacoteca de São Paulo Museum, IBM Watson

allows visitors

to engage with art.

Safety is a basic human need. After all, if people

feel unsafe in their day-to-day lives, then little else

matters. Latin American consumers are turning

to digital services – online platforms, apps and

connected devices – to help them avoid or react

to danger and minimize personal risk.

SAFETY NET

of survey participants over 18 years of age

in Mexico consider it unsafe to live in the city

they reside in.

I n e g i ,

A p r i l 2 0 1 7

WHY NOW?// DIVERSE DANGERS

From pedestrian safety to kidnapping in Mexico,

there’s a broad diversity of life-threatening or

hazardous issues that consumers have to contend

with. And some issues are particularly worrying

consumers: in Q2 2016,

Latin Americans said ‘crime’ was their top concern

(Nielsen, July 2016).

// INSTITUTIONAL FAILINGS

The failures of national governments, police forces

and other local institutions are pushing people to

look to brands and innovators for answers to these

safety challenges.

// TECH TRUST

Technology is (usually) free from human error or all-

too-human corruption. What's more, many consumers

have more faith in the motives of tech startup founders

than they do in their own governments and police.

// CONNECTED COMMUNITIES

Technologies drive concern, but trigger new solutions.

There’s been a monumental awaking of shared social

awareness among Latin America's citizens.

The mass protests are linked – in spirit and practice –

to vocal, supportive and reliable online communities.

Smart suitcase tracks location

in real-time via GPSBLUESMART

ARGENTINA

Crowdfunded safety device

sends alerts to authorities REVOLAR

COLOMBIA

Women-only taxi app helps

women feel safe when travelingFEMITAXI

BRAZIL

On-demand car service provides

a fleet of armored vehiclesBLUCLUB

BRAZIL

App improves stadium securityTORCEDOR ALERTA

BRAZIL

of surveyed Brazilians were willing

to share personal data in order to receive

personalized services or recommendations.

E x p e d i a . c o m ,

S e p t e m b e r 2 0 1 6

School buses tracked in

real-time for parentsTU RUTA ESCOLAR

COLOMBIA

WHAT NEXT?// ESSENTIAL ELEMENTS

Urban violence shows no sign of abating. At the

same time, consumers’ desire for control over their

lives, property and belongings will only be

exacerbated by tech improvements. Devices that

offer security are vital – especially when it comes to

travel.

// TRAVELERS’ PARADOX

From airport security to kidnapping risk, traveling

involves certain levels of threat and discomfort.

Brands that can combine a sense of adventure and

a degree of safety will always be welcomed in Latin

America.

// CHIC & EASY

Latin American consumers want to travel safely and

in style. What products or services can you design that

mitigate risk and look good? Bluesmart’s sleek

suitcase has GPS tracking; Bluclub’s armored vehicles

let passengers ride in luxury.

// GET CONTEXTUAL

Use external and personal data to spot or prevent

potential threats before they occur in specific

situations. The Torcedor Alerta app monitors safety in

stadiums, while FemiTaxi addresses the prevalence of

sexual harassment perpetuated by male taxi drivers.

INFOLUSTTHE NEED FOR RELEVANT AND ACTIONABLE INFORMATION

Although incomes in Latin America are not expected

to rise as they did in the last decade, connectivity

is spreading fast: nine out of 10 people in the region

have a smartphone. Connected devices give

consumers what many governments are unable to:

information, richer experiences, and improved

efficiency. Travelers seek products and platforms

that provide the right information at the right time –

and in a digestible, intuitive, actionable format.

INFOLUST

of cell phone users with data plans

in Latin America say they are dependent

on their mobile devices.

N i e l s e n ,

N o v e m b e r 2 0 1 6

Alerts, notifications: a relentless flow of information

has turned the smartphone into the medium via

which consumers see the world. Now, information

that cuts through all that noise will speak the

language of consumers: fast and informal, but also

easier and more effective to absorb and act on.

INFORMAL INFO

WHY NOW?// MESSAGING ECONOMY

The widespread adoption of messaging apps, like

Whatsapp, have altered the way Latin American

consumers stay in touch with one another –

according to the National Telecommunications

Agency, the app is installed on at least half of the

242.8 million mobile devices in Brazil.

// ENLIGHTENED BRANDS

Brands are embracing new styles of

communication, particularly those proliferating

social media. But it’s about more than learning a

youthful lingo: INFORMAL INFO can meaningfully

enhance services and products.

// EXPECTATION:SET

Ordering via emoji might appear to be a short-lived

gimmick, but the expectation the service creates

(playful, one-touch ordering) will soon spread to your

door.

// NATURAL INTERACTIONS

Developments in natural language processing (think

Facebook’s Bots for Messenger platform and more) will

facilitate more seamless conversational commerce, and

push consumer expectations around brand

communications ever higher.

of Whatsapp’s user base is in Brazil;

there are 120 million active accounts

in the country.

W h a t s a p p ,

Q 2 2 0 1 7

of Brazilian survey respondents are willing

to interact with companies through chat-based

applications (such as Whatsapp and

Facebook Messenger).

O p i n i o n B o x ,

N o v e m b e r 2 0 1 6

Airline launches Facebook

Messenger chatbot service AEROMEXICO

MEXICO

Mobile banking service unveils

Facebook Messenger chatbotNEQUI

COLOMBIA

Car rental service introduces

Facebook Messenger chatbotLOCALIZA

BRAZIL

Cultural project utilizes Facebook

timeline to document historyLUM

PERU

Book recommendation site

utilizes emoji-based reviewsBEEK

MEXICO

WHAT NEXT?// NO-HOLDS-BARRED

Exchanges with customer service representatives

can be fraught with miscommunication and frustration.

Are there areas of your customer’s experience that

wouldn’t be enhanced by person-to-person service?

Chatbots – such as those deployed by Localiza and

Nequi – help customers get things done quickly.

// EMOTION MATTERS

INFORMAL INFO doesn’t have to be emotionless

or chatbot-led. Beek’s emoji-based review system

conveys nuanced emotions simply and effectively.

PLAYSUMERSTHE AGELESS QUEST FOR FUN

More recently, the idea that it’s important to consider

what’s ‘proper’ has been losing influence in Latin

America. Instead, a freer mentality has been working

its way into the consumer landscape. Latin

Americans are expecting brands to adopt this

playfulness, which is pushing them to incorporate

more fun and humor into product design, marketing,

and experiences.

PLAYSUMERS

While on trips and in their day-to-day lives,

Latin Americans are embracing more exciting

forms of entertainment. They seek out adventure,

fun, and opportunities to test their abilities. And the

social dynamics emerging from online gaming

are spreading to the games brands use to delight,

reward and engage.

GAME ON

WHY NOW?// SUPER USERS

Latin Americans are embracing electronic games more

than ever: the gaming industry in Brazil was worth

USD 1.6 billion in 2016 – surpassing Mexico and

reaching market leadership in Latin America.

// ENGAGEMENT EXPECTATION

Especially while traveling, Latin American consumers

want to do more than simply observe. They’re looking

to be heavily engaged, particularly through activities

offering add-on achievement or social elements.

// EYE ON THE PODIUM

Social media-savvy consumers will reward brands that

allow them to show off their travel experiences and

their skills.

Escape games launch across

Latin AmericaESCAPE ROOMS

MEXICO

BRAZIL

Bar offers guests the chance

to relieve stress by breaking thingsBREAK LAB

BRAZIL

Festival location kept secret

until the last minuteSECRET FESTIVAL

BRAZIL

Nonprofit encourages tourists with

rare blood types to donate bloodMI SANGRE

ES TU VIDA

COSTA RICA

WHAT NEXT?// CHALLENGE ACCEPTED

To make their experiences memorable and their

accomplishments noteworthy, serve consumers

truly demanding games that make them work

harder.

The plethora of puzzle-filled escape games popping

up in Latin America often enforce time limits and

require teamwork.

// INCENTIVES FOR GOOD

Combine travelers’ desire for fun with their desire

for positive impact. Mi Sangre es tu Vida rewards

consumers for donating blood.

// GAME THERAPY

Consumers travel not only to relax, but also to escape

stressful issues and circumstances (both personal ones

and those prevalent throughout Latin America).

What fun, tension-releasing experiences can you

provide that go beyond the beach or the spa?

Visitors to Break Lab can have fun and let out anger!

A rising number of shopping centers in Latin

America are offering VR and AR experiences, and

local consumers are sharing these digital

experiences to boost their social currency. As these

technologies become cheaper and more advanced

(and more brands test it), consumer word-of-mouth

takes off.

VIRTUAL EXPERIENCE

ECONOMY

WHY NOW?// VR FOR ALL

New enterprises are embedding VR into local cultures.

VR by VR launched in Mexico in December 2016.

To reduce price and improve VR access, the agency

creates personalized experiences and devices out of

inexpensive materials (such as cardboard) for groups

including Coca-Cola.

// INTERNET OF EXPERIENCES

Even as they physically travel and experience ‘reality’,

Latin American consumers recognize that digital

experiences are starting to carry a status-weight equal

to their actual ones – and they’re embracing them.

The global market for AR technology

is expected to be worth USD 100

billion by 2024.

G r a n d V i e w R e s e a r c h ,

M a y 2 0 1 6

Cab passengers enjoy

VR experiencesEASY TAXI

CHILE

Museum unveils interactive

VR experience for visitorsNATURAL HISTORY

MUSEUM

CHILE

Interactive museum experience

uses holography and ARMUSEU HISTÓRICO

NACIONAL

BRAZIL

VR experience turns children's

vaccines fear into entertainmentHERMES PARDINI

BRAZIL

WHAT NEXT?// THE MELDING POT

Meld the physical and virtual together to

provide memorable, informative, and

engaging experiences; the history museums

in Chile and Brazil harnessed both AR and

VR to enhance and complement the

exhibitions.

// PAIN POINTERS

Both Hermes Pardini and Easy Taxi used VR

to alleviate the mundane and the painful.

Which less-than-enjoyable parts of traveling

can you eliminate or distract consumers

from?

// FOLLOW THE LEADER

More and more, travel agencies in particular are

using VR as a marketing material – and even

transforming VR into the product itself. Spain

even has a whole organization devoted to it:

The Sociedad Española

de Agencias de Viaje con Realidad Virtual.

Determine ways to follow suit and innovate

using AR or VR, and then differentiate your

experiences from the rest.

THANK YOU!

DON’T FORGET

Innovations that inspire new products, services

and campaigns can come from any industry.

hospitality@sabre.com