PLANTATION, FLA.—A survey of travelers in the Caribbean and Latin America (CALA) reveals insightful data about travel aspirations, priorities, and emerging trends for 2025. The survey, conducted by Marriott International CALA in partnership with the market research firm Appinio, provides a comprehensive look at the evolving travel landscape across generations, offering valuable insights for travel providers and industry stakeholders.
“At Marriott International, we are driven by our purpose of connecting people through the power of travel and remain deeply committed to understanding the evolving needs of travelers across our region,” said Brian King, President of Marriott International CALA. “As a key industry player, Marriott has a responsibility to not only understand the emerging expectations of travelers but also to share these insights with our travel and tourism partners. This research provides a valuable roadmap for 2025 and beyond, allowing us all to better serve the modern traveler who seeks authentic and enriching experiences. Additionally, I am excited to report that these trends amplify the global trends we are seeing.”
Wanderlust Remains Strong: Travel as a Top Priority
An overwhelming majority (90 percent) of respondents are actively planning their next trip, reaffirming the enduring desire for travel experiences. Notably, 60 percent of travelers consider travel important and prioritize saving for it, underscoring its significance in their lives.
Across the Globe, Wellbeing Takes Center Stage
The survey highlights a growing trend of travelers prioritizing their health and wellbeing. Almost 75 percent of respondents agree that vacations are essential for their wellbeing (versus 65 percent last year), and 67.7 percent consider travel a budgetary priority for the coming year. This emphasis on wellbeing is further reflected in the popularity of nature escapes, relaxation and wellness experiences, along with a desire for authentic, meaningful travel experiences.
Family and Partner Travel Dominate
Family travel continues to be a driving force, with 65.8 percent of respondents planning at least one family trip next year. Similarly, half of the respondents plan to travel with their partner, a figure that rises to 61 percent among Millennials (aged 25-34). These findings underscore the importance of shared experiences and the desire to create lasting memories with loved ones.
All-Inclusive Resorts Offer Enduring Appeal
The survey reveals a strong preference for all-inclusive resorts, with 93.4 percent of respondents expressing interest in staying at properties that offer comprehensive on-site amenities and entertainment. The key drivers for choosing all-inclusive resorts include cost-effectiveness, particularly for Baby Boomers, convenience, and the inclusion of various amenities in the room rate. Gen Xers are also more drawn to all-inclusive culinary experiences than other age groups.
Emerging Trends for 2025: Gastronomy, Sustainability, and Personalized Experiences
Looking ahead to 2025, the survey identifies several emerging trends shaping the future of travel:
- Emphasis on Wellbeing: Across all age groups, more than a third of respondents are interested in relaxation and wellness experiences.
- Exceptional Culinary Experiences Table Stakes or Must Haves: Gastronomy emerges as a key motivator for travelers, with a particular emphasis on local cuisines and authentic culinary experiences. This trend is particularly pronounced among Gen X travelers.
- Sustainability Matters: Ecotourism and sustainability are increasingly important factors for travelers when choosing a destination, with 80 percent of respondents considering it important or very important.
- The Rise of Solo Travel: Over half of respondents (53 percent) express interest in solo travel, driven by the desire for freedom, flexibility, and the opportunity for self-discovery. Millennials and Gen Z are particularly drawn to this trend.
- Off-the-Beaten-Path and personalized experiences: A growing number of travelers are seeking less crowded, lesser-known destinations that offer a more authentic and personalized experience. This trend is especially appealing to those looking for 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 lack.
- Trending Destinations: Mexico, Colombia, and Brazil are emerging as top trending destinations in CALA for 2025, thanks to their rich cultural heritage, diverse landscapes, and growing appeal for travelers seeking unique experiences. These countries offer a mix of well-preserved natural wonders, beach resorts, vibrant cities, and places of historical relevance, along with opportunities for authentic engagement with local communities.
Digital Channels Remain Essential for Travel Planning
Websites, blogs, and social media continue to be primary sources of information for travelers when planning their trips. However, the influence of travel agents remains significant, particularly among Gen Z respondents. Notably, social media’s influence is undeniable, with 70 percent of Gen Z travelers relying on it for travel inspiration and information.
Marriott’s survey findings paint a clear picture of the evolving travel landscape, where travelers are increasingly prioritizing wellbeing, 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 to come.
