Many Hispanic travelers have stayed loyal to their travel agents amid the rise of online booking firms, preferring human interaction to working at a computer, agents say. Agents have increased marketing efforts to the community, and some have even hired Spanish- and Portuguese-speaking agents to help bridge the language gap. "We cater to a niche market," said Marcelo Diaz, co-owner of Americas Travel, based in San Francisco. "They like to deal with a person, talk to a person in their own language, and pay in cash."

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