MIAMI - Latin American travelers are increasingly looking for vacations that offer more than sightseeing and luxury accommodations. They want fewer decisions, greater flexibility, and opportunities to disconnect from everyday stress, according to Marriott International's latest annual travel trends study.
The survey, conducted among frequent travelers in Argentina, Brazil, Colombia, Costa Rica, the Dominican Republic, Mexico, and Puerto Rico, found that 90% of respondents consider vacations an essential investment in their mental health rather than a discretionary luxury. That figure rises to 96% among frequent travelers.
The findings also suggest that travelers are reconsidering what luxury means. Instead of elaborate itineraries and traditional displays of opulence, many now associate premium travel experiences with the freedom to relax without having to organize every detail.
Some 27% of respondents identified unscheduled free time as the ultimate luxury, while 23% placed decision-free travel on par with or above fine dining and sophisticated design.
All-inclusive resorts are benefiting from that shift. According to the survey, 75% of respondents consider all-inclusive properties a luxury option, a figure that climbs to 93% among luxury travelers. Meanwhile, 83% choose them for peace of mind, and 72% see them as a lifestyle choice.
The format is already familiar to most respondents, with 91% reporting that they have stayed at an all-inclusive resort at least once and 89% saying they intend to do so again.
"The results of this year's study show a clear trend in how Latin Americans understand travel: it is no longer just about escaping, but about intentionally investing in their well-being and how they use their time," Louise Bang, Marriott International's chief commercial officer for the Caribbean and Latin America, said in a statement.
Bang added that travelers are seeking less complexity, greater flexibility and more authentic connections with the destinations they visit.
The findings come as Marriott expands its all-inclusive portfolio across the Caribbean and Latin America. The company currently operates 39 all-inclusive properties across nine markets and seven brands in the region, with additional resorts planned for Costa Rica and Curaçao.
Artificial intelligence is also playing a growing role in vacation planning. The study found that 54% of respondents now use AI to organize trips, up from 43% the previous year. Among Generation Z travelers, adoption reaches 64%, while 77% of all respondents consider the technology useful for discovering new destinations.
However, enthusiasm for AI does not necessarily translate into a willingness to let technology handle reservations.
Nearly three-quarters of respondents, or 72%, prefer booking directly through official websites or applications. Data privacy concerns influence 57% of travelers, while 53% cite transparency in recommendations as a consideration.
The results point to a distinction between using AI for inspiration and trusting it with personal information and purchasing decisions.
Another significant finding is the growing appeal of destinations closer to home.
Some 83% of respondents believe the Caribbean and Latin America offer world-class vacation experiences without the need to travel outside the region. Additionally, 67% want to avoid the complications associated with long-haul flights.
The region's cultural and natural diversity is also an important attraction. According to the study, 92% of travelers recognize the variety of landscapes, cultures and cuisines available across Latin America and the Caribbean.
Between 52% and 59% of respondents plan to travel domestically, while those considering international vacations show particular interest in South America, Mexico and Central America.
Mexico, Brazil, the Dominican Republic, Costa Rica and Colombia emerged as the most popular destinations identified in the survey.
Overall, 68% of respondents now consider leisure travel a high or very high priority, an increase of five percentage points from the previous year.
For the hospitality industry, the findings illustrate how demand for wellness, simplified planning and regional experiences is influencing travel preferences. They also highlight an emerging balance between technological convenience and travelers' desire to retain control over their reservations and personal data.
The survey's findings reflect the preferences of travelers in the seven markets studied and should not be interpreted as representative of every traveler across Latin America and the Caribbean.
