Travel Behavior in Chile

Chileans Book Their Trips Online

When a Chilean traveler begins to plan a trip, the journey often starts not with a travel agent’s brochure but with a screen. 78% of Chileans book their travels online, bypassing traditional intermediaries in favor of autonomy. This digital preference is a mindset. Compared to Brazil and Australia, Chile aligns closer to advanced markets in terms of self-directed booking behaviors. Yet, unlike Australians, who have higher digital penetration, Chileans’ reliance on the internet reflects a cultural trait: they trust their own research, value price comparisons, and often seek flexible arrangements.

In this context, digital-first marketing is non-negotiable. Businesses should focus on strong SEO, retargeted ads, mobile-friendly UX, and price transparency. Tour operators must adapt their services into modular, self-service formats online.

Most Chileans Prefer Planning Their Own Trips

From that first online search, the Chilean traveler tends to favor planning trips independently. 57% prefer to arrange their trips entirely on their own, with only 15% opting for traditional tour operators. This makes Chile more self-reliant than Brazil in DIY travel arrangements.

There’s a shrinking role for high-touch agencies unless they provide clear added value. Opportunity lies in building assistive tools, such as AI planners, trip bundles, inspiration engines, or concierge-style chat support, for users who want control but appreciate convenience.

Chileans Mostly Travel Within Their Region

The Chilean traveler turns their gaze not far across oceans, but within the Latin American neighborhood. For Summer 2025, 31% intend to travel within Central and South America, far outpacing interest in other regions. Brazilians, meanwhile, express more global aspirations, with significant groups planning trips to North America and Western Europe.

LATAM destinations and airlines should prioritize Chilean travelers in their regional campaigns. There's strong potential for cross-border tourism partnerships, regional loyalty programs, and short-haul leisure packages that cater to cultural familiarity and affordability.

Relaxation Comes First for Chilean Travelers

When it comes to travel purpose and style, Chileans express a clear preference for relaxation. 54% identify it as their primary travel style, aligning them with Australians and slightly ahead of Brazilians. Cultural exploration comes next, followed by wellness and adventure.

The Chilean market responds best to stress-free, slow-paced travel products, think beach resorts, nature retreats, and spa-inclusive packages. There’s room to layer in light cultural or wellness elements, but the core pitch must promise comfort, rest, and ease.