2017 THE LATIN AMERICAN TRAVELER
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.