Domestic U.S. travel is set to outpace international tourism as economic headwinds continue to impact global mobility patterns.
That shift is creating a significant opportunity in the U.S. Hispanic market, where travelers are showing outsized engagement with domestic destinations, including parks, cruises, and lodging facilities.
“They are the fastest growing engine in terms of travel overall in the U.S.,” said Fernando Romero, SVP of digital ad sales at TelevisaUnivision, in this video interview with Beet.TV. The segment is expected to drive approximately $40 billion in travel spending by 2025.
Authentic engagement
For travel brands looking to capture this growing market, cultural resonance and authentic messaging are becoming increasingly critical factors.
TelevisaUnivision aims to facilitate what Romero called “the heart of the Hispanic consumer,” leveraging its Spanish-language media platforms to help travel advertisers break through in a crowded landscape.
The company’s strategy centers on three core pillars – entertainment, music, and sports – with year-round original content investment across its media properties.
United partnership takes flight
TelevisaUnivision’s partnership with United Airlines’ Kinective Media network has entered its second year, operating on dual tracks as both an advertising collaboration and content distribution relationship.
TelevisaUnivision Takes Off, Partnering United’s Kinective For Commerce, Travel Ads
Through the partnership, United’s in-flight Hispanic entertainment hub is powered by TelevisaUnivision’s VIX streaming platform, providing Spanish-language programming to travelers.
The alliance is now exploring expansion into United’s loyalty program, with potential perks including access to original programming and streaming content through VIX’s AVOD and SVOD offerings.
Digital evolution
Looking ahead to the second half of 2025, TelevisaUnivision is focusing its growth strategy around what Romero termed “community, content and commerce.”
The company recently expanded its reach through a new multi-year distribution agreement with DIRECTV to provide Spanish-language programming across the provider’s platforms.
“We really feel that the second half will continue to evolve in our favor,” Romero said, “as opportunities evolve for ‘how do you engage with this fastest growing consumer, the U.S. Hispanic?'”
You’re watching “The Flight to Cannes: Commerce Media Takes Off”, a Beet.TV Leadership Series, presented by Kinective Media by United Airlines. For more videos from this series, please visit this page.
