Last updated: 6:00 AM ET, Fri October 17, 2025
WHY IT RATES: Marriott's survey highlights evolving travel preferences among Latin American travelers, emphasizing AI-driven planning, a preference for multifaceted trips, and strong interest in all-inclusive resorts. The findings guide Marriott in enhancing personalized guest experiences. —Janeen Christoff, TravelPulse Managing Editor
Marriott International unveiled the findings of its latest research, "The Latin American Traveler: Priorities, Passions, and the Future of Vacation Survey Report," offering critical insights into the evolving landscape of leisure travel across the region. The study, which surveyed 1,250 adult residents in seven key destinations in the Caribbean and Latin America (CALA), underscores a vibrant and highly engaged traveler base that views vacations not just as a leisure activity, but as a fundamental life priority.
Latin America's travel landscape is undergoing a dynamic transformation. As a region characterized by a growing middle class, increasing digital adoption, and a deep-seated passion for exploration, understanding the evolving preferences of travelers in the region is more critical than ever.
“From the rise of new travel styles to the transformative impact of technology and artificial intelligence, the way Latin Americans dream, plan, and experience vacations is evolving at an unprecedented pace,” said Louise Bang, Chief Commercial Services Officer for the Caribbean and Latin America (CALA). “These findings reaffirm our commitment to innovation and empower us to deliver exceptional, personalized experiences, from inspiration to booking and beyond, that truly reflect the passions and priorities of CALA travelers.”
Key insights from the report include:
AI in Travel: Adoption and Emerging Considerations
Artificial Intelligence is rapidly influencing travel planning, shifting to a more conversational approach and allowing personalized interactions that better reflect how travelers communicate and seek information. The survey reveals significant early adoption, with 43% of respondents having already used AI tools for travel planning. This trend is poised for substantial growth, as nearly three-quarters (73%) express interest in leveraging AI for generating vacation ideas. However, this enthusiasm is balanced by emerging concerns regarding data privacy and the potential for AI-driven tools to prioritize sponsors or advertisers.
Marriott is at the forefront of leveraging artificial intelligence to transform the guest experience across its regional portfolio. Through its robust AI architecture, the company is personalizing every stage of the guest journey, from booking to on-property service, ensuring interactions are seamless and tailored to individual preferences. Innovations like AI-powered trip planning for Marriott Bonvoy Ambassador members, natural language search on Homes & Villas by Marriott Bonvoy, and automated pre-arrival emails are already delivering more customized, efficient, and seamless experiences to travelers across the region.
All-Inclusive Resorts: A Resounding Success Story
All-inclusive resorts hold a remarkably strong and positive position among Latin American travelers. A vast majority (89%) have previously experienced an all-inclusive resort, and 87% are open to future stays. Satisfaction is exceptionally high, with 86% of past guests expressing they "love" these resorts, and 83% praising them for providing "great value for money." The perception that all-inclusive resorts offer "something for everyone" (89%) is nearly universal, translating into strong recommendations (88%), especially among Millennials (92%). This is particularly relevant for Marriott, as it continues to grow its All-Inclusive portfolio in the region. Since its incursion in the segment in 2019, Marriott has strengthened its position and currently has 36 properties in CALA, with 17 more set to open in the upcoming months.
Redefining Vacations
Latin American travelers are actively reshaping their vacation habits, moving beyond conventional approaches to embrace shoulder season travel, "once-in-a-lifetime" adventures, and nostalgic journeys. A remarkable 99% of those who have experienced shoulder season travel plan to do so again, drawn by fewer crowds and better value, while 86% of others are open to trying it. Additionally, aspirational "once-in-a-lifetime" trips are delivering exceptional satisfaction, especially among younger demographics, and nostalgic vacations are also proving highly fulfilling, with strong interest from those yet to experience these emotionally resonant and unique travel trends.
Vacations as a Core Life Priority
An overwhelming 98% of respondents consider vacation travel at least a moderate priority, with a significant two-thirds (63%) rating it as a high priority. Latin Americans are frequent and highly engaged travelers, with three-quarters of respondents having taken more than one leisure trip in the past year. These experiences are predominantly shared, with 72% vacationing with a spouse or partner and four in ten including children under 18, emphasizing the communal nature of their travel pursuits.
Diverse Experiences Drive Travel Choices
Latin American travelers seek multifaceted journeys that offer more than a single theme. The most sought-after vacation types include "family fun" (57%), "culture and discovery" (52%), and "adventure and activities" (51%). On average, travelers select three distinct vacation types, underscoring a desire for engaging, enriching, and active trips that cater to varied interests.
Future Travel: Home and Regional Exploration
Nearly half of all respondents (45%) already have their next major vacation booked, a forward-looking approach most prevalent among Millennials (52%). Domestic travel holds significant appeal, with over half (57%) of Latin American travelers stating their next trip will likely be within their own country. For international ventures, 38% reports they will travel to another country, with the top 5 destinations being Mexico, Brazil, Colombia, Dominican Republic and Costa Rica.
From Inspiration to Booking
Latin American travelers are proactive planners, with most (77%) organizing their vacations one to six months in advance. While official hotel and resort websites are the most popular starting point for inspiration (61%), younger generations, including Gen Z (54%) and Millennials (52%), show a distinct preference for social media and influencers for vacation ideas. A strong preference for direct booking through official hotel websites or apps (75%) underscores the importance of a robust digital presence.
The comprehensive findings of this report, now in its fifth consecutive year, reinforce Marriott International's strategic commitment to understanding and serving the dynamic needs of travelers across the Caribbean and Latin America. By leveraging these deep insights, Marriott is uniquely positioned to continue innovating and delivering unparalleled hospitality experiences that resonate deeply with the evolving preferences and aspirations of this vital region.
This commitment is further underscored by Marriott's expansive presence in CALA, boasting over 540 properties across 25 distinct brands in 37 countries and territories. This extensive network spans various segments, reflecting Marriott International's goal to be everywhere its guests want it to be, with the right property in the right location at the right price point. Furthermore, the award-winning Marriott Bonvoy travel program offers loyal guests' exceptional value, enabling them to earn and redeem points for free stays across Marriott's more than 30 brands and 10,000 global destinations, enhancing their travel experiences with exclusive member benefits.
SOURCE: Marriott press release
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