Marriott study points to a shift towards less complexity, more downtime and travel experiences designed around personal wellbeing
Travel is increasingly being associated with mental wellbeing across Latin America and the Caribbean, as consumers place greater value on opportunities to disconnect, reduce everyday pressures and spend time without tightly structured schedules. A new Marriott International study suggests that this shift is also changing perceptions of luxury and influencing demand for simpler holiday formats.
The annual travel trends study surveyed travelers in Argentina, Brazil, Colombia, Costa Rica, the Dominican Republic, Mexico and Puerto Rico. According to the findings, 90% of respondents regard vacations as an essential investment in their mental health rather than a dispensable luxury. Among frequent travelers, the figure rises to 96%.
Leisure travel is also becoming a higher personal priority. Some 68% of respondents rated vacations as a high or very high priority in their lives, an increase of five percentage points compared with the previous year.
Mental downtime becomes part of the luxury experience
The findings indicate that perceptions of luxury are shifting away from purely material attributes towards time, flexibility and freedom from everyday decision-making.
Some 27% of respondents identified unscheduled free time as the highest expression of luxury, while 23% placed “decision-free travel” on the same level as, or above, high-end dining and design.
“This year’s results show a clear trend in how Latin Americans perceive travel: it is no longer merely about escaping, but about intentionally investing in well-being and time,” said Louise Bang, Chief Sales and Marketing Officer for Marriott International in the Caribbean and Latin America.
The findings do not establish that vacations themselves produce specific mental health outcomes. Instead, they show how strongly travelers associate holidays with recovery, disconnection and personal wellbeing.
All-inclusive resorts benefit from demand for simplicity
This desire to reduce complexity is also influencing attitudes towards all-inclusive resorts. Three quarters of respondents consider all-inclusive properties a luxury option, rising to 93% among luxury travelers.
Peace of mind appears to be an important part of their appeal. Some 83% choose all-inclusive resorts for this reason, while 72% regard the format as an intentional lifestyle choice. The category also shows high levels of repeat interest: 91% have stayed at an all-inclusive resort at least once and 89% intend to do so again. Eight in ten regard the resort itself as a destination.
For hospitality providers, these results point towards a broader interpretation of wellbeing. Removing logistical friction, providing flexible schedules and creating opportunities for genuine downtime may increasingly form part of the wellness proposition alongside established elements such as spas, fitness, nutrition and treatments.
AI gains ground in travel planning
Technology is simultaneously changing how these trips are researched. The proportion of respondents using artificial intelligence to plan travel has increased from 43% to 54%, while 77% consider AI useful for discovering destinations. Among Generation Z travelers, AI adoption reaches 64%.
Booking behaviour remains more conservative. Some 72% prefer to complete reservations through official websites or apps. Data privacy is a concern for 57% of respondents, while 53% cite transparency in recommendations as an issue.
Taken together, the findings suggest that wellbeing is becoming increasingly intertwined with broader travel decisions in Latin America and the Caribbean. For hotels and resorts, the opportunity extends beyond dedicated wellness programmes: simplicity, flexibility, restorative downtime and fewer decisions during a stay are becoming part of how travelers define a valuable holiday experience.
Image Credit: © AI generated illustration
