How Audio and Podcasts Inspire the Multicultural Traveler

At 42% of the US population, multicultural consumers represent more than $7T in buying power—and that number grows every year. 1 And whether for work or for fun, a large chunk of that buying power is directed toward travel.

Half of multicultural travelers are business travelers—they’re also 57% more likely to travel for business weekly. Even more are traveling for leisure. The fact is, most multicultural audio consumers are traveling, period. Nearly 90% are planning to travel internationally or domestically this year. 2

Put simply: Multicultural consumers are the future of travel advertising. They hold massive buying power, they're traveling more than ever, and they're bringing their culture, music, and families with them. For brands that want to meet this growing audience on the road, their headphones are the best place to start.

Audio and podcasts capture attention in meaningful moments throughout the entire travel journey—and SiriusXM Media helps travel brands connect with these travelers through streaming audio and podcast advertising.

For multicultural audiences, travel means more

For multicultural audiences, travel is more than just “business or pleasure.” It's self-care, culture, and connection. They hit the road and take to the sky for fun, for relaxation, and as an escape. They travel to reconnect with their culture and to visit family.

Multicultural consumers today are leaning into what brings them fulfillment—up to 70% are prioritizing joy and comfort, seeking out experiences that make them feel good in uncertain times, and more than 60% are turning to travel to escape political stress, using trips as a break from the noise of everyday life. 3

When they need to decompress, more than three-quarters say music and podcasts reduce stress, making audio the perfect travel companion. 3

Heritage travel keeps culture alive

Travel opens a gateway to heritage. For multicultural audiences, one in three travel to visit family. 2 Sure these trips are about seeing relatives, but it's more than that. Travel is about being together and creating experiences that honor culture, deepen relationships, and connect generations:

• 41% of Black travelers look for a Black connection when planning trips 4

• 76% of Latino travelers want to travel to Latin America to connect with their culture 5

• 77% of Asian travelers seek to better understand their heritage through travel 6

Audio is the ultimate travel companion

Whether for business or pleasure, multicultural audiences have their headphones and car stereos cranked for the duration. In fact, more than a third of multicultural consumers tune in while planning and booking—before the trip even starts.

What if you could be the brand that’s in their ears when they're deciding where to stay, where to eat, who to trust with their transportation, and which experiences to book?

Podcasts and streaming audio create experiences that go beyond the screen. They influence mood, behavior, and brand perception in real time. They meet travelers when they're most open to new ideas and recommendations.

Audio travels with multicultural audiences from start to finish:

• 93% listen to audio while traveling 2

• 76% listen on the way to or from their destination 2

• 37% listen while planning and booking 2

Multicultural travelers value representation in ads

There's nothing worse than listening to a station or podcast that's completely tapped into your culture only to be pulled back by an out-of-place (or worse, tone deaf) ad.

Representation matters deeply:

• 54% of Latinos want brands to work with diverse content creators 7

• 53% of Asian Americans want cultural references in ads 8

• 82% of Black listeners prefer culture-specific ads 9

In-culture ads drive real impact. When brands use Hispanic targeting with culturally relevant creative, they see an 8.5% sales lift—compared to just 4.1% with general messaging. 10 Culture-specific ads index 56% higher on resonance than blanket multicultural or general market ads. 9 Authenticity isn't just nice to have—it's a business must-have.

Meet travelers where they're listening

SiriusXM Media reaches 30M+ multicultural music and satellite listeners and 14.5M+ podcast listeners. Top genres among multicultural podcast listeners include comedy (66%), true crime (59%), and society and culture (47%). 11

With bundles like Hispanic Storytellers and Black Storytellers, plus Creator Connect programs, brands can show up with the voices and in the spaces multicultural travelers trust. These aren't just ad placements. They're cultural conversations that meet audiences where they already are, in the content that shapes their perspectives and influences their decisions.

Music tourism and live events are the new luxury

Today's travelers are making room for joy and indulgence, and music is leading the charge. A third of Latino listeners will travel to see music events, 5 turning concerts and festivals into destination experiences. From Bad Bunny to Beyoncé, music is sparking cultural tourism and shifting where people want to go.

Bad Bunny's 2025 Puerto Rican residency is a perfect example. The shows generated 50B Pandora spins during the summer residency with a 64% Hispanic audience.

When Bad Bunny was announced as the 2026 Super Bowl Halftime performer, searches for Santa Clara on Booking.com increased by 501%. 12 At the same time, Pandora saw 9K station adds in just three days. This is the power of cultural connection meeting travel intent in real time.

Music tourism is thriving. When fans travel to see their favorite artists on stage at destination festivals and iconic concert venues, you should be there with them. Be a part of the moment and share the experience with a community that gets it.

Take your brand along for the ride with SiriusXM Media

SiriusXM Media helps travel brands build multicultural advertising strategies with streaming audio and podcasts. Audio is mobile, immersive, and built for emotion. It's perfect for influencing travel decisions at every stage of the journey.

SiriusXM Media provides the creative, cultural, and channel expertise to help brands inspire travel across generations and identities.

If you're looking to drive meaningful travel engagement with multicultural audiences, start with sound. Let's talk.

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