These days more 2nd, 3rd, and 4th generation Latinos are seeking out their families’ cultural roots, language and traditions and creating a unique identity of their own; a process known as “retro-acculturation.” Instead of feeling the need to assimilate, younger Latinos are rediscovering their identities.  For some it means taking Spanish lessons and for others, like Santiago, it means learning how to play the quijada (a musical instrument made from a donkey jaw). Santiago, 36, was born in Los Angeles to Mexican parents. As a native English speaker, he grew up playing hip-hop and heavy metal. On a recent trip to his parents’ native town of Oaxaca, Mexico, he discovered a woman playing a quijada and decided to get one for himself. Now he leads a band in Oakland that plays an Afro-Colombian style called “cumbia,” where he plays the quijada.

According to Guy Garcia, president of the research group Ethnifacts, Latinos across the board are “embracing a kind of dualistic identity, an identity that is contextual, that’s much more fluid, not this or that, but this and that.” Some call this phenomena “ambicultural,” or living in both worlds. Stories like Santiago’s point to a pattern that has been true throughout the America's history: as diverse groups join the mainstream, they change it. Why are we sharing this? This trend underscores the fact that cultural relevance does not disappear with generations born within the US, in fact, it can actually become stronger as they rediscover their heritage. Travel brands can leverage this trend by reaching consumers through special offers to Mexico or by highlighting travel destinations, like Oaxaca, that allow Latino youth to rediscover their Hispanic ancestry and roots.