Posted by Elena del Valle on August 8, 2007
Photo: Terra Networks
Coral Gables, Florida – Terra Networks recently relaunched its Turismo (Travel) Channel, part of the original Terra offerings in 2000. Relying on Travelocity to power the searches and with content from Google and Fodors, the online portal plans to expand its advertising revenue by reaching the growing number of bilingual U.S. Hispanics hoping they will book trips online.
“Given the propensity for Hispanics to travel, both domestically and internationally, for leisure and to maintain close ties with family and friends as well as the above average household income of the Hispanic Internet user, it’s not surprising that travel marketers are targeting Hispanic consumers online,” said Fernando Rodriguez, chief executive officer, Terra Networks.
The company is relying on recent Hispanic market data that indicates Latinos like to travel. According to the Synovate U.S. Diversity Markets Report 2006, 48 percent of Hispanics enjoy traveling domestically, 61 percent like to travel to their country of heritage, and 32 percent enjoy traveling to other countries.
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Through the revamped Travel channel Latino travelers can buy airline tickets and make hotel and car reservations. Users are able to share their experiences with others through reviews and tips. Although when we visited the site, almost all the content was in English, the portal plans to have content and services in the new travel channel in Spanish and English.
According to promotional materials, the channel includes: Travelocity booking engine, Fodors destination guides for 300 cities/destinations, country fact sheets, 360 degree video tours of some hotels, Google interactive maps, lists of Top 10s, search capability, weather, currency converter, and a newsletter.
Terra advertisers on board for the Travel channel are Choice Hotels, Royal Caribbean Cruise Lines, Continental Airlines, Rio Hotel and Casino, Tourism Boards of Spain, Florida, Mexico and Kissimmee. Terra Networks is a global Internet group with a presence in the U.S. and Latin America. The group operates websites in the United States, Spain and Latin America. Terra.com is the U.S. Hispanic arm of the Terra Networks group, providing a portal and services to Spanish speaking users.