In Brief: Marriott International’s survey of frequent travelers in seven Latin American and Caribbean markets found that travelers are placing greater value on mental well-being, flexible itineraries, all-inclusive stays and destinations closer to home. While artificial intelligence is increasingly used to research trips, most respondents said they prefer to make bookings through official channels.
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St. Regis Costa Mujeres Resort – Image Credit Marriott International
Survey Examines Travel Priorities for 2027
Marriott International released findings from its annual travel trends study for the Caribbean and Latin America, surveying frequent flyers in Argentina, Brazil, Colombia, Costa Rica, the Dominican Republic, Mexico and Puerto Rico.
Ninety percent of respondents said vacations are an investment in mental health. Among frequent flyers, that figure rose to 96%.
Sixty-eight percent described vacation travel as a high or very high priority, up 5 percentage points from the previous year.
Demand Grows for Flexible and All-Inclusive Trips
Twenty-seven percent of respondents said unstructured free time was the highest expression of luxury, while 23% said decision-free travel was as important as or more important than high-end dining and design.
Seventy-five percent considered all-inclusive resorts a luxury option, rising to 93% among luxury travelers. Eighty-three percent selected all-inclusive vacations for peace of mind, while 72% characterized the choice as a lifestyle decision.
The survey found that 91% of participants had stayed at an all-inclusive resort at least once, and 89% planned to do so again. Eighty percent viewed such resorts as destinations in themselves.
Well-Being and Reduced Fatigue Influence Travel Choices
The study linked demand for simpler holidays to decision fatigue and exhaustion associated with constant decision-making.
For travelers who view vacations as an investment in well-being, luxury includes privacy, personalization and well-being.
Artificial Intelligence Used for Research, Not Always for Booking
Fifty-four percent of respondents said they use artificial intelligence tools to plan trips, up from 43% in the prior year. Seventy-seven percent said AI was useful for discovering destinations, while 64% of Generation Z respondents said the same.
Seventy-two percent said they prefer booking directly through official websites or applications. Data privacy concerns were cited by 57% of respondents, while 53% cited concerns about transparency in recommendations.
Regional Destinations Remain a Major Focus
Eighty-three percent of respondents said the Caribbean and Latin America offer international-level vacation experiences without leaving the continent. Sixty-seven percent said they seek to avoid difficulties associated with long-haul flights.
Ninety-two percent highlighted the region’s variety of landscapes, cultures and gastronomy. Between 52% and 59% of respondents planned domestic travel. Among those traveling abroad, 50% preferred destinations in South America, while 48% selected Mexico and Central America.
Mexico, Brazil, the Dominican Republic, Costa Rica and Colombia were identified as the most popular destinations.
