Hispanic/Latino Focus Groups
The Wisconsin Department of Tourism, in conjunction with Sykes Communications, the Department of Tourism's multi-cultural advertising agency contacted Torres & Company, Inc., a Milwaukee, Wisconsin-based advertising and consulting firm to conduct focus groups among Hispanic adults. Focus group moderation for the three focus groups, along with this analysis, were provided by Mira Panella, a Torres & Company consultant.
The primary purpose of this study was to identify an effective method to market Wisconsin travel to Hispanic adults. Specific objectives were to determine perceptions concerning travel/vacationing in Wisconsin, preferred activities and destinations when visiting/traveling in Wisconsin, as well as to identify messaging/promotion strategies to effectively reach Hispanic adults.
The focus groups were held with mixed gender adult (married and singles) groups who are travel planners/decision makers, with a minimum household income of $50K for multi-person households and $30K for single person households.
At the direction of the Wisconsin Department of Tourism, focus groups were convened in three separate markets:
Group A: Milwaukee, November 10, 2000
Group B: Twin Cities, November 17, 2000
Group C: Chicago, December 1, 2000
The following critical insights focus on the most important themes heard throughout the Hispanic/Latino focus groups. Effectively targeting these issues will help to build positive awareness of Wisconsin and its tourism offerings in the Hispanic/Latino markets researched.
As in all population segments we have studied, the markets generally segment on lifestage. Families with children have distinct needs, travel times and activity preferences than singles or couples without children. Details on lifestage are available from other focus group studies conducted by the Department of Tourism.
Based on what was learned from the participants in the three Hispanic/Latino focus groups, marketing tourism to Hispanics/Latinos also poses a few prominent distinctions in marketing considerations. Specifically, Hispanics/Latinos exhibited:
- There is an extremely strong sense of the importance and inclusion of family - extended family, grandparents, aunts, uncles are often included in family vacations and getaways.
- The Hispanic/Latino market is not totally homogenous. There is a high sensitivity to acculturation as well as a strong sense of regional ethnic heritage. e.g., Salsa and other Caribbean Hispanic music may be more popular among those whose heritage is defined by the island cultures i.e., Puerto Ricans versus Mexicans.
- Latinos or Hispanics also strongly identify and differentiate among cultures by geographic origin. Mexican, Central American or South American cultures are considered distinct from each other. (some members of the Latino population may prefer Salsa to the Mexican sound).
- A preference for some bilingual communication, particularly for older segments of the Hispanic/Latino population, those who are considerably less acculturated and for those who are 1st generation U.S. residents have stronger ties to their native language and culture than later generations. Using Spanish language was expressed as a need for some and a welcoming acknowledgment or respect of the cultural uniqueness for others. This is best accomplished through destinations' brochures and smaller information packets designed to serve this market sub-segment.
- There was little dissimilarity in terms of their needs and
preferences for what was communicated. e.g., they want to know about
winter activities, fall activities and
they wanted the same type of information/communication as what they felt
was targeted to non-Hispanics/Latinos.
- Advertising and publications designed to appeal to Hispanics with a high focus on summer activities to the exclusion of winter and other seasonal activities was regarded as insulting to many participants in the groups. ("Does Wisconsin think we only come out in the summer?") Wisconsin promotional materials need to feature all four seasons.
The quantitative portion of the focus groups (picture sorts and publications review) offered insight in marketing to the Hispanic/Latino populations. From these exercises we learned that using photographs that appropriately speak to the strong acculturation of Hispanics/Latinos in the Chicago and Milwaukee markets is critical. In other words, don't highlight Mexican Americans and assume that it will appropriately address all Hispanics/Latinos. For effective use of photographs targeted to Hispanics/Latinos, it will be important to represent a cross-section of cultures (e.g., Puerto Ricans, Cubans, Colombians, etc.).
Additionally, participants in the three Hispanic/Latino focus groups also stressed that they want to be included in promotion which depicted them as 'main-streamed" Americans represented along with all cultures and populations . "We want to see ourselves along with the whites, Asians, and Blacks - but remember - we are not only and singularly Mexican. We are also, Cuban, or Puerto Rican, or Colombian, or . . ." "And don't put us in costume - that's not how we dress."
Top-of-mind travel preference
- Beyond the Midwest, travel preferences focused on visits to family
(Texas, Mexico) as well as vacations in warm climates.
- Wisconsin Dells was the "top-of-mind" Midwest destination named most often by participants in all three Hispanic focus groups. Perceptions about the Dells focused on the variety of activities it offered for the entire family.
Perceptions about Wisconsin
- Wisconsin was named for its beauty, change of seasons and variety of
winter activities.
- Plusses of travel in Wisconsin included its close proximity, abundance of water-related activities, and the fact that it is an economical place to visit, particularly in the winter months.
- Although Wisconsin is well known for summer activities, people are not as aware of Wisconsin's wintertime offerings. "I think we need to be better educated about what you can do in winter in Wisconsin."
- Family is synonymous with travel in the Hispanic culture. Family is defined as not only the immediate family, but extended family as well (grandparents, aunts, uncles, cousins). Family is also synonymous with fun.
Vacations versus Getaways
- A vacation was described as more than four days
in length, with preplanning a must, and probably involving travel beyond 4
or 5 hours. The Twin Cities participants were most likely to
consider Wisconsin as a vacation destination.
- The definition of a getaway: less than four days in length; ideally less than four hours drive time (2 or 3 hours was viewed as best); usually spontaneous, requiring little or no preplanning; could involve the entire family, or be couple-only; is affordable, and offers relaxation and fun.
Activities and other important criteria
- Most important criteria for a successful getaway or vacation:
1. Good lodging
2. Enough money
3. Variety of activities for all four seasons
- Availability of activities is viewed as very important. A travel destination is often selected on the basis of the activities available.
- The most preferred activities are: - water (swimming, fishing, boating), - things to do for the whole family, activities geared toward children, adult only activities such as dining, nightlife, dancing and gambling.
- Vacation planning has more to do with lifestage than ethnicity.
- The Hispanic participants focused on night life activities for adults. They enjoy adult-based evening outings, even when traveling with the entire family.
- Adults with children focus on areas and a variety of activities that will please both parents and children.
- Adults without children, couples both young and old seek adult activities in areas that are not highly populated with vacationing children. Romance and friends group activities hold a strong appeal for this segment.
Is Wisconsin Welcoming?
- Wisconsin was viewed as a welcoming, inviting and safe place to visit according to the participants in all three Hispanic groups. Its beauty, friendly people, ease of access were all attributes that related to its appeal.
- Wisconsin could become more inviting to Hispanics/Latinos by featuring more bilingual and Spanish language advertising in Spanish media as well as Spanish language or bilingual information - publications, brochures and the Internet.
- In order to be more welcoming, Wisconsin should promote all seasons and activities, do not assume that Hispanics/Latinos are only attracted to summer time activities.
Planning and Decision-Making
- The adult female in the household was identified as the key travel-related decision-maker in Hispanic households. Although male household heads were involved in the decision-making process, they deferred to the opinion of their female counterparts.
- Use of the Internet for travel plans was high. There was a high level of awareness and comfort on the part of the Hispanic participants.
- Word-of-mouth recommendations are vitally important to the decision-making process when making travel plans.
- Print material was viewed as a useful decision-making tool. Use of pictures, maps, and pricing information were effective and helpful, according to the groups. Print material also allows one to view the information at leisure and comfort - something Internet cannot offer.
- The most preferred television ad was the first and longest (60-second) version of the "Stay Just a Little Bit Longer" ad. The primary reason: a lot of focus on family and a greater variety of activities than shown in the two 30-second ads.
- The female radio spot was most preferred - due to the dialogue about family vacation ideas and possibly the use of female voices (females are often key decision-makers).
- There was no strong consensus on the print ads reviewed, although those preferred in all three groups focused either on family and/or scenery. In print ads, as well as in photo usage, a portrayal of Wisconsin's uniqueness and beauty is critical according to the insights shared by the three Hispanic/Latino groups.
- Highlight "family" and family-related activities. "We are a family-oriented people. Family. Always family." "In our culture, we do a lot of family things. " Family was defined as children, parents and extended family (grandparents, aunts, uncles, cousins).
- Promote activities. Activities tended to drive the destination selected, not the reverse. Preferred "family" activities focused on water, amusements, and sightseeing for the entire family with available nightlife activities for the adult family members. "We are a people that traditionally do a lot of family things. We take our parents, and we take our kids and we do things that the whole family can do."
- Be welcoming (Bienvenido a Wisconsin). "Whatever interest you have - you (we) are welcome - we have it for you in Wisconsin."
- Provide information from a cross-cultural perspective. This
approach
was preferred by all three groups - particularly among the Chicago participants. "Show a mix of cultures. A little bit of everything. That is the best. When you see a mixed ad, it says EVERYBODY is welcome - it makes you feel most welcome."
- Depict seasonal activities beyond those that are "summer-focused" -variety offered by seasonal activities and seasonal changes was viewed as a plus. However, insights were offered that Wisconsin, in the Viva publication, appears to target Hispanics/Latinos only in the summer time.
- Communicate information related to price/value. "You must have money, and knowing the price of things is good." Insights were shared that the expenditure for a 3-4 day weekend getaway would be in the $500 to $600 range for the travel group. Ensure that promotional information provides an indication of both the quality and the cost.
- Promote/share information related to amenities: rooms, surroundings,
extra perks, etc. Words such as scenic, beauty, clean rooms, romantic atmosphere, welcoming lobby, game room, indoor pool, friendly and knowledgeable and communicative staff were used to describe amenities.
- The Internet is a valued and highly used source of information among this group "It's amazing how it (the Internet) impacts our life. My wife uses it all the time."
- The Wisconsin Dept. of Tourism Website was positively perceived - consequently it provides opportunity for promotion. It was said to be clean, easy to use and very helpful.
- Differences among the three geographic groups were subtle - but
important:
- The Milwaukee group tended to be least adventurous and showed the
least amount of interest in winter activities. " We
are warm-blooded people. We like warmth." "
Hopping on a snowmobile - that's probably NOT us."
"Our culture - we just don't do as much outside in winter.
Maybe it is our culture." This group was also the most
culturally ingrained . . .they liked the salsa music (although some
said it did not represent their particular culture (acculturation
issue), they preferred bilingual communication, and highlighted a
preference for targeting to Hispanics.
- The Twin Cities group was most adult activity-oriented, focusing on
quiet, peacefulness, and adult oriented activities (theater,
antiquing). They also tended to have to least need for being
targeted as specifically Hispanic/Latino. "Personally, I
feel that we live in this country and that we all speak English and
that's what makes us Americans and what brings us together as a
nation. So keep us as one, don't target to us so
separately." "The message should be general.
Don't segment Hispanics. We are mainstreamed up here."
- The Chicago group voiced the most concerns regarding safety in choosing a travel destination. "I'm scared sometimes. I'm afraid to travel South. That's why it is so important to show how welcoming Wisconsin is. That is so important for us (Hispanics)." This group also shared a preference for targeting to Hispanics/Latinos and for bilingual communication.
- Hispanic/Latino individuals enjoy travel. They travel often either as couples or as families. They sometimes travel with large groups.
- Good, clean accommodations are important. Expectations include clean sheets, fresh smelling facilities, well-maintained buildings and grounds. The attributes that exceed expectations relative to accommodations focus on attractive lobbies, additional in-room perks such as hot tubs, mints under the pillow, etc.
- Available water-related activities or amenities should be
promoted. Water is a strong draw and is important to this
segment of the population. "It's great when the kids can
swim and the adults can fish!" "A Wisconsin getaway is
fishing. Water." "There's always water - the
places I decide to go, and it's beautiful."
- Generally, participants in the focus group noted that that expect to
pay a minimum price for adequate accommodations in the $50 to $60
range per night.
- Good customer service provided by all staff is critical. Good
customer service was defined as having a staff that is friendly,
knowledgeable, willing to share information (provide suggestions,
etc.), anticipates needs, is respectful and helpful.
- Negative word-of-mouth about customer service-related issues will
cause others not to consider use of a facility, even if price,
amenities, etc. meet expectations.
- Locations that offer activities geared toward children should
promote this aspect. Family travelers look for things to do for
their children. (Hotels with swimming pools, game rooms, in-room
video games were all viewed as a plus when traveling with children)
- Night life activities for adults should be promoted. Casinos, fine dining, bars, and dance clubs were activities of interest for Hispanic adults. Night life activities, a bar, dancing, nice restaurants were said to be important components of selecting a destination.
- Highlight and promote activities and amenities that appeal to
families, as well as couples. Horseback riding, go-carting, swimming,
golf for some, were named for family trips. Sightseeing, the
opportunity to observe beautiful views were also named as important
criteria used for selecting a destination.
- Highlight families in promotional materials. The concept of
family was named over and over in conjunction with travel. Feature
family in print/radio/television promotion. "Family - it is
what our culture is all about."
- The Wisconsin Tourism publication "Viva Wisconsin" was
well received. However, "Bienvenido a Wisconsin",
(Welcome to Wisconsin), was suggested as a stronger and more welcoming
invitational title.
- The fact that Viva Wisconsin is specifically targeted to Hispanic
consumers was viewed as a strong plus. It was also viewed as
attractive and informative, overall. The history section was a
plus, and something that should be considered for the other guides
(History of Wisconsin). In fact, this guide intrigued some
participants. They were surprised that Wisconsin took the effort
to target Hispanic individuals. They felt the Spanish wording
was accurate and worthwhile. "If you are trying to reach
the Hispanic community, I think it is great!" " That's nice,
but it is not necessary for everyone. For some - not
all."
- The bilingual approach to a Wisconsin publication was considered
very helpful and was appreciated. However, it was noted among
some that this feature was not absolutely vital. It would be
would critical for first generation Hispanics/Latinos to have a
Spanish publication if they were not traveling with someone who could
speak English. Additionally, Spanish continues to be the
"preferred" language among a significant segment of the
Hispanic/Latino population.
- It was suggested that a strong improvement would be featuring the
same information as appears in the other major Wisconsin tourism
guides, but make those bilingual (Viva Wisconsin was felt
to be a very diluted version of its counterparts). While this
would be an ideal solution, the cost of producing bilingual
publications, the limited demand and sheer size makes this suggestion
highly impractical.
- It should feature information about all the seasons, not just a
summer focus. (Many participants found that aspect
insulting). "I'm Hispanic and this brochure is for Hispanic
people. But it only features summer activities. So what
Wisconsin is telling us (Hispanics) with this brochure is that
Wisconsin is only for us in the summer time. We (Wisconsin) have
nothing for you (Hispanics) in the winter, or in the Fall, or
Spring. If you are Hispanic, don't come to Wisconsin in the
Winter."
- Don't feature pictures of Hispanics/Latinos in costume - it excludes
some of the Hispanic cultural groups (e.g., Colombians, Costa Ricans,
etc.) "We are so multi-cultural within the Hispanics
community. Why do you want to separate us?"
While promoting ethnic festivals is appealing to many diverse people
in all of Wisconsin's market segments, it must be remembered that the
audience to be attracted needs to be portrayed as vacationers not the
"entertainment".
- Feature Hispanics/Latinos participating in typical Wisconsin
activities in all four seasons, as well as what some might view as
non-typically expected activities (e.g., skiing, snowmobiling, etc.)
"People are people. Some of us look for diversity. We
all want to be represented. But put it all on the same ad or in
the same brochure. And be sure they are REAL people, a normal
person, not a model posing."
- The Cover should "speak Wisconsin" (Use of photography
that clearly represents Wisconsin was among the strongest suggestions
offered. "Show us Wisconsin and show us (Hispanics) doing
things in Wisconsin."
- Consider changing the name to "Bienvenido" Wisconsin!
"Welcome us in our language and welcome us to Wisconsin. Change the name from Viva to Bienvenido - welcome. Perfect. "Bienvenido Wisconsin!"
- It was suggested to continue the Viva publication but provide the
same complete information that is offered in the other guides -
essentially, produce bilingual versions of the Official Travel Guide
and the seasonal Calendar of Events and recreation guides.
"Not low budget. The same complete information. My
sense is that they (Wisconsin) are trying to interpret for us what
Hispanics like to do. They are interpreting that Hispanics only want
Wisconsin Dells and the festivals. Give us winter. Give us
fall."
- Television ads - The first "Stay" ad (60 second version)
was a clear winner - continue the concept and the music.
"The longer the ad, the better chance you have to attract all
kinds of demographics." "It covered all kinds of
aspects". It spoke to me and I'm sure it spoke to a lot of
people." "The music and timing progressed well."
- Radio spots should not use Hispanic or Latino music - that's not
what Wisconsin is all about, "that doesn't say Wisconsin"
according to the Hispanic participants. Spots should be targeted
to the female, since she is the primary travel decision-maker.
- Promote the State Travel Guides. They were viewed as
attractive, informative and helpful. The maps and charts were a
real plus. Photographs within guides should have higher emphasis
on family and activities as well as a broader mix of
ethnicities. "These drew me the moment I saw them.
The picture on this cover says to me in exactly 7.6 seconds that this
is where I want to be. It tells me everything I need to
know."
- Feature Hispanics/Latinos in photos and ads, but not exclusively. The best approach, according to participants in all three groups, would be to feature people of all ethnicities, all as typical Americans (Whites/Hispanics/Blacks/Asians/Native Americans/etc.) - yet all with pride of their respective heritage. Respect who and what we are, the participants cautioned, but remember, we are also Americans.
