With an emerging middle class and relatively low online travel penetration, Latin America is home to a burgeoning online travel marketplace. As the region's largest individual travel market, Brazil is a key driver of online growth, and the country has piqued the interest of travel investors, OTAs and metasearch companies in recent years. Despite a contracting economy and fears of inflation, the Brazilian travel industry has proven resilient.
Phocuswright's Brazilian Consumer Travel Report provides a detailed picture of how Brazilians are planning leisure travel, from destination selection and shopping, to booking, traveling and sharing. The study analyzes consumer travel behavior, including core metrics such as travel incidence, trip frequency and duration, travel expenditure, travel components and international travel.
Key topics include:
- A complete analysis of the consumer travel search-shop-buy process, including sources of information and types of websites used
- Booking trends for major travel products, including air and hotel
- Trip motivation and information sources used in destination research
- Mobile shopping and booking trends and use of online features during the trip planning process
- Insight into the devices, channels and information sources Brazilian travelers are using at each stage of the planning process
Understand and leverage the key trends that are driving the behavior of today's Brazilian travelers – purchase now.
- Research Highlights
- General Travel Behavior
- Last Trip Profile
- Travel Planning Overview
- Destination Selection
Phocuswright fielded an online consumer survey between December 12-17, 2014 through Global Market Insite, Inc. targeting the general Brazilian adult population who has Internet access and travels for leisure.
To qualify for participation in the study, respondents had to indicate they had taken at least one leisure trip at least 75 miles from home in the past 12 months that included paid lodging and/or rail and/or air travel. An additional screener required consumers to have played an active role in planning their leisure trips, and go online to either research travel destinations, and/or shop or book travel and/or share their travel experiences. Qualifying respondents are referred to as "Leisure Travelers."
Responses are weighted to represent the adult online population that travels for leisure. The term "lodging" is used in this report to refer to the broad range of paid accommodations, including hotels, other nightly priced lodging products, timeshares and vacation rentals.
Phocuswright received 1,000 qualified responses, and the weighted respondent pool can be projected with confidence to the Brazil adult population with Internet access. A total of 2,763 respondents were surveyed to obtain baseline metrics about travelers and nontravelers within the general online population. The error interval for analysis of the Brazilian traveler population is +/-3.1% at a 95% confidence level.
Based on data from the United Nations and comScore, Phocuswright projects the number of Brazilian adults with Internet access who took at least one leisure trip (as previously defined) in 2014 to be 55 million people. These travelers represent 36% of the total Brazilian adult population. The additional requirements for respondents to have played an active role in their travel planning and used the Internet to either research travel destinations, and/or shop or book travel and/or share their travel experiences further tightens the study's focus, as 5% of travelers were consequently disqualified. These respondents who traveled but did not plan their trips and use the Internet as required by the study are included in the traveler incidence calculation, but excluded from subsequent analysis.