In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

The Mexican region of Oaxaca has opened a Gastronomy School, which intends to develop a Traditional Gastronomy Center in Mexico and Latin America. The school demonstrates the increasing importance being placed on maintaining locality and traditions in food as people seek to decolonise menus.

More hotels in Mexico are expanding to include all-inclusive luxury stays. Previously, package holidays were associated with cookie-cutter budget trips, but this sentiment is changing even among luxury travellers as outsourced and fuss-free leisure becomes a priority post-pandemic.

The Hispanic community is often lumped together as a singular target audience with many approaches remaining generic and reductive. Canvas8 spoke to creative strategy consultant Michael León-Rivera to understand how brands can accurately represent the subcultures that exist within the population.

Luxury travelers are making up for lost time, with intentions to pack in plenty of travel. However, a one-size-fits-all approach won’t work, something that Marriott International understands. So what do luxury travelers really want, and how is this industry heavyweight leaning into their desires?