LATAM Travel Insights 2025

LATAM Travel Trends 2025: What You Should Know To Win This Market

28% of LATAM travelers are staying close to home, while 44% prefer budget-friendly lodging and 26% turn to YouTube for trip inspiration. This reveals a regional shift toward meaningful, value-driven travel shaped by culture, connection, and digital discovery.

According to the TGM LATAM Travel Insights 2025, 28% of LATAM travelers planning air travel intend to stay within Central and South America, making regional destinations the most popular choice. These travelers aren’t chasing distance; they’re pursuing richness, familiarity, and personal significance.

Booking Preferences: Budget-Conscious, Self-Led, and Digital-First

Travel in LATAM is guided by value and control. The data shows that:

53% of LATAM travelers prefer to arrange trips independently
74% book via websites or online platforms

These behaviors reflect a clear move toward autonomy in planning, especially among younger audiences. While not as tech-saturated as some global regions, LATAM’s travelers are digitally engaged and seeking convenience through direct channels.

Affordability also matters: 44% choose budget-friendly lodging over premium options. However, 12% still opt for 4- or 5-star stays, indicating a small but stable segment interested in higher-end comfort.

44% of LATAM travelers prefer budget-friendly lodging

Travel Inspiration: YouTube Leads the Way

26% of LATAM Travelers use YouTube to discover travel destinations

When it comes to travel inspiration, YouTube ranks as the top source for LATAM audiences. 26% cite it as their first-choice platform, especially among older travelers aged 55 and over . Hence, YouTube remains a powerful storytelling tool to convey destination appeal, cultural moments, and real experiences that resonate.

Trip Types: Relaxation, Culture, and Wellness Lead the Way

LATAM travelers aren’t just seeking leisure,they’re prioritizing balance, familiarity, and enrichment through specific travel styles:

51% say relaxation trips are the most suitable for them, making it the top travel style across demographics
17% prefer cultural trips, with this preference rising to 21% among travelers aged 45+
12% choose health and well-being trips, showing consistent interest across genders and age groups

When it comes to activities, preferences align closely:

70% enjoy beach and leisure experiences
57% participate in cultural and gastronomic activities
18% engage in wellness-focused activities

These trends portray the LATAM traveler as someone who prioritizes comfort, cultural immersion, and emotionally enriching experiences, whether through a tranquil beach retreat or a thoughtfully curated cultural journey.

Implications For Businesses

The LATAM traveler of 2025 isn’t going far, but they’re traveling with purpose. They seek relaxation, cultural depth, and opportunities to recharge, placing value on experiences that are both emotionally fulfilling and accessible.

For tourism businesses, Destination Management Organizations, and tour operators, adapting to these evolving expectations means rethinking how value is delivered:

Promote culturally rich, nearby destinations
Design experiences around rest, wellness, and cultural immersion
Prioritize mobile-first, self-booking platforms
Leverage video storytelling on platforms like YouTube

As LATAM travelers increasingly shape their own journeys, brands must become enablers, offering intuitive tools, meaningful content, and itineraries that reflect both regional values and individual motivations.

LATAM is just one part of the story. Compare it with how APAC travelers book accommodation, how Europeans find travel inspiration, and how MENA travelers personalize relaxation.

Your Map to the 2025 Traveler

Download the full TGM LATAM Travel Insights 2025 to uncover deeper regional data and growth strategies.

Get LATAM Travel Report