Unpacking Multicultural Travelers: How Audio Inspires Them

Travel is booming. Some of the hottest travel destinations this year showed just how much the appetite for unique travel experiences has grown. From Denmark and Colombia to Nepal and Canada, travelers made the most of these experiences, connecting with the country’s unique cultures, cuisines, and attractions.

With more and more travelers taking to the roads and skies, it’s crucial for brands to understand how multicultural travelers approach their getaways, especially because they make up 44% of the total annual travel spend. With 90% of multicultural travelers planning to travel for leisure in the next year, it’s the perfect time to engage these consumers and put your brand at the forefront of their journeys. 

Multicultural travelers’ unique relationship to traveling is centered on seeking cultural connection and safe spaces. Traveling supports multicultural travelers’ cultural fluidity, empowering them to reconnect with their heritage and explore the dynamic cultures across the world. And as they’re traveling, they’re focusing on the destinations and experiences that are most welcoming to them, where they can focus on having fun without worrying about judgment and safety. For both of these key travel needs, audio is a companion that enhances their experiences, almost as essential as their suitcase. Nearly all, or 95%, of multicultural consumers listen to audio while traveling, from when they’re researching trips at home—to when they’re mid-flight or mid-drive to their destination. 

Cultural Connection and Curiosity are at the Forefront 

Domestic and international travel offers diverse individuals the opportunities to strengthen ties to their heritage and explore new cultures outside of their own. Two in five Black travelers look for ways to connect to their heritage and culture when planning a trip and use travel as a means to reclaim their ancestral roots. For Latinos, exploring their culture is a multi-generational trip, as 70% say that experiencing their culture is a great learning experience for their children. And for Asian Americans, 59% of them use travel to visit their family.   

For those who may not have the budget or time for travel, music is a gateway to cultural heritage and exploration—supplementing travel experiences from the comfort of their homes. Four in five multicultural individuals say that music connects them to their culture, and half consume content from various cultures equally. Music facilitates cultural fluidity for diverse travelers, and with Pandora and SoundCloud, it’s easy to explore this openness through the vast array of global music. Travelers can mentally transport themselves to Asia by turning on the K-Pop station or the Caribbean islands by turning up the Dembow Dominicano station. 

Prioritizing Welcoming Spaces and Experiences 

Diverse individuals are hyper-conscious of how society perceives them. In fact, 79% of multicultural individuals say that the way they look affects how people treat them. Recognizing this, these travelers specifically seek out travel destinations and experiences where they’ll feel welcomed and won’t have to worry about their safety. For example,  57% of Latinos say they’re more likely to visit a destination that embraces Latinx cultures and celebrates Hispanic businesses and cultural contributions.  

Travel brands can welcome multicultural consumers with open arms by diversifying their ads. Over six in ten Asian Americans want brands to make an honest effort to represent the full spectrum of diverse communities in their ads. And more than half, or 54%, of Black Americans are more likely to visit a destination if they saw Black representation in travel advertising.  

Multicultural individuals lean on their community, social networks, travel guides, and of course, audio—specifically looking for brands that show their support through representation and celebration of their cultures. Podcasts hosts act as an extension of this virtual network, with 71% of multicultural listeners valuing the transparency and authenticity of their favorite podcast hosts. Whether it’s the hosts of Vibe Check talking about how much they love Mexico City or the sisters of The Nikki & Brie Show sharing how a girls getaway to Denver is a destination must-add, these endorsements give listeners further confidence and inspiration for their travels.

Connect with Multicultural Travelers Across SiriusXM Media 

From sponsoring a Pandora station that inspires them to travel abroad like Today’s Afrobeats to buying host reads on our Diverse Storytellers Collection, brands can engage multicultural travelers who are planning to take off on the runway through SiriusXM Media. And with our precise and multi-layered audience targeting solutions, brands can strategically reach multicultural travelers wherever they’re listening, no matter how many miles (or oceans) away. 

To maximize the resonance of your campaign, your brand can also work with our in-house creative team, Studio Resonate. Our team can help you craft in-culture creative that inspires trust in our traveling listeners, helping your message go further when the listener feels embraced and understood. 

Ready for takeoff? Reach out to our Fluency team. Let’s talk.