Five Ways to Connect Better with Spanish-Speaking Travel Media

Spanish-speaking travel media in North America are keeping busy as ever as Hispanic and Latino travelers hit the road more frequently.

With more than one million Hispanic people living in Canada, accounting for 3.3% of the population and more than 63 million Hispanic-identifying people living in the U.S., making up 19.1% of the population—there are a lot of potential travelers among North America’s Spanish-speaking communities.

Hispanic travelers, at least in the U.S., are spending an estimated $113.9 billion in domestic travel annually. In addition to working with the travel trade and influencers, destinations need to stay relevant in Hispanic and Latino media. These five tactics lay a solid foundation for building those relationships with Spanish-speaking travel media.

1. Weekend Travel Preferred

First and foremost, planning Spanish-speaking press trips is the easiest way to curry favor with target publications. Building an experience that speaks—literally—to Spanish speakers in the travel media is vital to any outreach in Hispanic or Latino communities.

Spanish-speaking media outlets, however, tend to have smaller teams. While they are excited to be invited on press trips, consider organizing weekend travel instead of something mid-week. It tends to be harder for Spanish-speaking journalists in North America to get away from their desks since there are fewer journalists to share responsibilities. 

Instead, invite them to immerse more fully in a familiarization trip on the weekend when—hopefully—they won’t have to think about deadlines. Being mindful of schedules helps ensure more journalists ultimately attend.

2. Pitch en Español

It seems obvious, but one person’s “obvious” is another person’s “revelation.” Pitch to Spanish-speaking media in Spanish.

Sure, most of these journalists and editors speak English, but destinations build a stronger relationship by engaging in their publication’s language. It shows not only that communication will be seamless, but that your destination is fully committed to building a real, lasting relationship with Spanish-speaking travel publications.

3. Do More Than Translate

And while we’re discussing language, destination marketers must do better than simply translating their existing materials. Pitches and press releases should be written and reviewed by Spanish speakers. Moreover, the topics and angles should resonate with Spanish-speaking travelers.

Understanding this market, its growth, and its expectations helps destinations connect with the press and, eventually, travelers more efficiently. When possible, provide exclusive content and networking possibilities to prove to these publications that they’re not just an afterthought.

4. Include Cultural Nods

When possible, show that you understand a thing or two about the Latino and Hispanic culture you are hoping to reach via travel media. Create a richer connection through a cultural reference or a historically-relevant point to show you’re keyed into their culture.

Find commonalities between your cultures, similar foods, comparable traditions, and any other links that showcase your destination while underscoring an understanding of the specific Spanish-speaking group or groups you hope to connect with through pitching efforts.

5. Connect Communities

Many destinations have their own local Spanish-speaking communities, providing the perfect entry point into discussions about what your destination offers travelers. Connect with these locals and other influential figures and put them front and center in your pitching.

Relationship building with the press is all about finding the links that bring you closer, and having interesting and engaging people that Spanish-speaking media can relate to forges those links efficiently and more authentically.

Looking for ways to connect more with Latino and Hispanic travelers across North America? Get in touch with Efrain Rivera at efrain.rivera@aboutdci.com to learn more about creating successful and lasting relationships with Spanish speaking travel media, including bespoke press trips and media outreach.