Travel Behavior in LATAM

LATAM Travelers Want Control and They Start with the Screen

Over half of LATAM travelers prefer to plan their trips on their own. It’s not that they reject help they simply value freedom, flexibility, and trust in their own decisions. Another 29% still want some support along the way. That desire for control shows up not just in how they plan, but where they plan and 3 out of 4 now book online.

So don’t be the tour guide. Be the toolkit. Give travelers the key pieces, such as flights, hotels, experiences, and let them assemble the trip their way. For brands that handle booking, whether you’re an OTA, a DMC, or a local operator, a mobile-first, seamless interface is now part of your product. And even if you don’t handle bookings directly, your digital presence still needs to inspire, guide, and connect travelers to action.

To stay relevant:

- Design services to feel supportive, not controlling

- Offer flexible, modular components that fit into self-made plans

- Build digital journeys that make travelers feel smart, fast, and in control

You’re not just selling travel, you’re enabling confident decision-making. That’s what today’s LATAM traveler is really buying.

They’re Staying Close to Home

28% of LATAM travelers plan to fly within Central and South America this summer, nearly three times higher than those heading to North America or Europe. This isn’t unique to Latin America. In APAC, most travelers also stick to regional destinations like Southeast Asia or Oceania. In Europe, the majority opt for neighboring regions within the continent. Regional travel is often more affordable, more culturally familiar, and better suited for short, time-efficient escapes.

Rather than seeing this as a limit, it’s a growth zone. Regional travel is rich with potential:

- Offer cross-border circuits (e.g., Brazil–Chile, Colombia–Peru) that feel adventurous but logistically simple.

- Create experiences that turn “close to home” into deeper discovery such as local festivals, food trails, nature escapes.

- Emphasize value, convenience, and local pride in your messaging.

It’s All About Unwinding

Despite where they plan to fly, LATAM travelers are ultimately choosing how they want to feel at the destination and that feeling is calm, slow, and stress-free. Among all travel styles, relaxation is by far the most preferred (51%), leaving cultural, wellness, and adventure trips far behind.

This opens up both opportunities and challenges. Relaxation sells but it raises expectations. You can charge more, but you must deliver more: quietly, seamlessly, and personally. In this space, ease is the product and any friction breaks the brand.