AI redefines the behavior of the Latin American traveler

Artificial intelligence is solidifying its position as a key driver of change in the travel and consumer ecosystem in Latin America. During the 2025 holiday season, the region is demonstrating advanced adoption of AI-based tools that directly impact how travelers search for information, compare options, make payments, and prioritize experiences. This phenomenon is reflected in both leisure and corporate travel, where technology is beginning to redefine processes, expectations, and efficiency levels.

A recent global study on holiday spending habits confirms that more than two-thirds of Latin American consumers are already using artificial intelligence to support their purchasing decisions. Product research, price comparison, and gift idea searches are the top uses, while a growing proportion of users plan to actively incorporate these tools for planning purchases and trips. This behavior demonstrates a more informed, more demanding consumer who is increasingly comfortable delegating preliminary decisions to intelligent systems.

The advancement of AI is occurring in parallel with increased security awareness. Latin America is among the regions with the highest concerns about online payment fraud. More than half of consumers report having been, or knowing someone who has been, a victim of digital scams in the past year, driving a growing demand for data protection solutions, robust authentication, and financial education. In this context, technologies such as biometrics are gaining prominence, with a large majority of users already authorizing payments through facial recognition, fingerprint scanning, or other advanced methods.

Digital transformation is also impacting payment methods and international purchases, two key variables for the tourism sector. The region leads the way in using social media as a channel for buying products from foreign sellers and is among the most open to adopting new forms of payment, including digital wallets, stablecoins, and cryptocurrencies. This technological openness facilitates cross-border transactions and coincides with a greater willingness to spend on experiences, especially travel.

Meanwhile, Latin America is solidifying its position as one of the regions with the strongest growth in travel intentions during the holiday season. More than a third of consumers say they are more likely to travel than in previous years, reflecting a sustained recovery in confidence and a shift in priorities toward enjoyment and experiences. The combination of AI tools, easier payment options, and a digitally active consumer is redefining the entire travel cycle, from inspiration to after-sales service.

This same transformation logic is strongly replicated in the corporate travel segment. In Buenos Aires, a meeting organized by Furlong Fox – FCM brought together leading companies, technology providers, and industry decision-makers to analyze how artificial intelligence is already impacting business travel management. The consensus was clear: AI is no longer an experimental concept and has become a concrete tool for improving efficiency, control, and the corporate traveler experience.

Travel agencies and managers are integrating AI-based solutions to automate operational tasks, optimize searches, accelerate quotes, and process large volumes of information without losing human support. The application of intelligent algorithms reduces processing times, improves the personalization of proposals, and frees up teams to focus on complex cases and the strategic value of the service.

During the event, airlines, payment companies, banks, and technology providers shared real-world examples of how artificial intelligence is being used to anticipate operational irregularities, detect fraud, optimize expenses, and provide faster assistance to business travelers. User experience emerged as the central focus of this evolution, with solutions aimed at reducing friction and offering quicker, more contextualized responses.

One of the highlights was the evolution of intelligent assistants toward more autonomous models, capable not only of answering queries but also of performing actions, interpreting travel policies, proposing alternatives, and anticipating incidents. This trend, which will begin to solidify from 2026 onward, marks the beginning of a new era for the industry, where AI acts as a copilot, amplifying the capabilities of human teams.

Despite technological advancements, industry leaders agreed that the real challenge lies not in the availability of tools, but in the ability of organizations and professionals to learn how to use them strategically. The gap between the perceived impact of AI and the actual level of knowledge remains wide, reinforcing the need for training, continuous education, and gradual adoption.

In the areas of consumption, payments, and travel, Latin America is positioning itself as a dynamic and leading market, with an increasingly digital, informed, and demanding traveler. Artificial intelligence, combined with higher security standards and new payment solutions, is redefining the behavior of Latin American travelers and shaping the course of a rapidly evolving industry.

Fuente: Visa; Furlong Fox – FCM