Family first: What’s really driving Latin America’s travel boom
New Phocuswright and Arival research on 1,200 LATAM travelers finds a market moving against the grain: relaxation and family time beat authenticity and off-the-beaten-path travel. Nearly half of trips include children, twice the rate seen in the U.S. and Europe. Experiences now shape destination choice, especially in Brazil and Mexico. AI adoption for trip planning has reached 70%, yet trust, not technology, still decides where travelers book.
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