Caribbean and Latin American travelers prioritize wellness and seek authentic experiences

A new survey of travelers in the Caribbean and Latin America (CALA) provides insightful data on aspirations, priorities and emerging travel trends for 2025. Conducted by Marriott International CALA in partnership with market research firm Appinio, the survey offers a comprehensive view of the evolving travel landscape across generations, offering valuable insights for travel providers and other industry players.

“At Marriott International, we are driven by our purpose of connecting people through the power of travel and remain firmly committed to deeply understanding the evolving needs of travelers across our region,” said Brian King, President, Marriott International CALA. “As a key player in the industry, Marriott has a responsibility to not only understand the changing expectations of travelers, but also to share these insights with our industry peers. This research provides a valuable roadmap for 2025 and beyond, enabling all of us to better serve the modern traveler seeking authentic and enriching experiences. And I am pleased to report that these trends reinforce the global trends we are seeing.”

The passion for traveling remains a priority

An overwhelming majority (90%) of respondents are actively planning their next trip, which reaffirms the ongoing desire for travel experiences. In particular, 60% of travelers consider travel important and prioritize saving for it, highlighting its importance in their lives.

Wellbeing at the heart of global tourism: Rise of regenerative travel

The survey highlights the growing trend of travelers prioritizing their health and well-being. Nearly 75% of respondents agree that vacations are essential for their well-being (up from 65% last year), and 67.7% consider travel to be a priority in their budget next year. This emphasis on well-being is further reflected in the growing demand for travel experiences focused on nature, relaxation and holistic well-being, along with a desire for authentic and meaningful travel experiences.

Shared experiences are still in fashion: Family and couple trips lead the way

65.8% of respondents plan to take at least one family trip in the next year. Similarly, half of respondents plan to travel with their partner, a figure that rises to 61% among millennials (aged 25-34). These results underline the importance of shared experiences and the desire to create lasting memories with loved ones.

The appeal of all-inclusive: Convenience and value drive preference

The survey reveals a strong preference for all-inclusive resorts, with a resounding 93.4% of respondents showing interest in staying at properties that offer a wide range of services and entertainment in one place. Value for money is positioned as the main factor of choice, especially for Baby Boomers. The convenience of having multiple services included in the rate also plays a crucial role. Generation X is also more attracted to all-inclusive culinary experiences than other age groups.

Emerging trends for 2025: Gastronomy, sustainability and personalized experiences

Looking ahead to 2025, Marriott’s survey identifies several trends that will shape the future of travel:

Emphasis on wellness: Across all age groups, more than a third of respondents are interested in relaxation and wellness experiences.

Exceptional culinary experiences: a must: Gastronomy is emerging as a key motivator for travellers, with a particular emphasis on local cuisine and authentic culinary experiences. This trend is particularly pronounced among Gen X travellers.

Sustainability matters: Ecotourism and sustainability are increasingly important factors for travelers when choosing a destination, with 80% of respondents considering it important or very important.

The rise of solo travel: More than half of respondents (53%) express interest in traveling alone, driven by a desire for freedom, flexibility and the opportunity for self-discovery. Millennials and Gen Z are particularly drawn to this trend.

Personalized, off-the-beaten-track experiences: A growing number of travelers are seeking out less-crowded, less-known destinations that offer a more authentic and personalized experience. This trend is especially appealing to those seeking meaningful connections with local communities. By venturing off the beaten path, travelers can immerse themselves in local culture, discover hidden gems, and engage in personal interactions that larger tourist destinations often don’t offer.

Trendy destinations: Mexico, Colombia and Brazil are emerging as CALA’s top trending destinations for 2025, thanks to their rich cultural heritage, diverse landscapes and growing appeal to travellers seeking unique experiences. These countries offer a mix of well-preserved natural attractions, beach resorts, vibrant cities and places of historical significance, along with opportunities for authentic engagement with local communities.

Digital channels remain essential for travel planning

Websites, blogs and social media remain the main sources of information for travellers when planning their trips. However, the influence of travel agencies remains significant, especially among Gen Z respondents. On the other hand, the influence of social media is undeniable, with 70% of Gen Z travellers relying on it for inspiration and information about their trips.

Marriott’s survey results paint a clear picture of the evolving travel landscape, with travelers increasingly prioritizing wellness, seeking authentic and sustainable experiences, and embracing the convenience and value offered by all-inclusive resorts. As the travel industry continues to adapt to changing traveler preferences, understanding these trends will be crucial for businesses to thrive in the years ahead.

Fuente: Marriott International.