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Travel Sites Score Traffic From U.S. Hispanics

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NEW YORK More than 5.4 million U.S. Hispanics visited a site in the travel category in June, according to the latest report from comScore Media Metrix.

That figure represents 43 percent of the U.S. Hispanic Internet population of 12.5 million. Comparatively, 49 percent of the total U.S. Web population of 146 million logged on to a travel-related site in June.

The report from the New York-based research firm also revealed that Hispanic Internet users favor AOL Proprietary Travel more so than the overall Internet population. While AOL Proprietary Travel ranks seventh in the general market, it comes in fifth among U.S. Hispanics, above Orbitz and Hotels.com. MapQuest.com, Expedia Travel and Trip Network are popular travel-related Web sites for U.S. Hispanic Web surfers and the Internet population in general.

An analysis of airline Web sites by comScore also found that JetBlue and Spirit Airlines, which offer full shopping and booking alternatives in Spanish, are ranked fifth and seventh, respectively, among U.S. Hispanic Internet users. For the general Internet population, JetBlue is eighth and Spirit is twelfth. Southwest, American Airlines, Delta, Continental and United Airlines are also top carrier sites visited by U.S. Hispanic Web surfers.