As the meetings and events industry continues to evolve, planners are increasingly looking to the Caribbean and Latin America (CALA) for fresh, engaging experiences. A recent survey conducted by Marriott International in partnership with market research firm Appinio offers valuable insights into the preferences, priorities and trends for the Caribbean and Latin America.
"The evolving landscape of meetings and events in the Caribbean and Latin America presents exciting opportunities for planners and attendees alike. We're seeing a clear shift towards more holistic, sustainable and authentic experiences,” said Martin Castaño, regional vice president of Marriott International Caribbean and Latin America. At Marriott International CALA, we're committed to staying ahead of these trends, providing innovative solutions that integrate well-being, local culture and value-driven packages into our offerings. Whether it's a wellness-focused retreat in the Caribbean or a sustainable conference in Latin America, our diverse portfolio of properties across the region is well-positioned to support planners in bringing these trends to life, ensuring that every event becomes a memorable and enriching experience for attendees."
Well-being Takes Center Stage
With 75% of survey respondents considering vacations essential for well-being, it's clear that health and wellness are no longer just trends—they're necessities. The integration of wellness activities, relaxation sessions and nature-based experiences into event programs is becoming increasingly important for attendees seeking a more holistic experience.
Westin Reserva Conchal, an All-Inclusive Golf Resort & Spa stands at the forefront of this movement, seamlessly integrating wellness activities, relaxation sessions and nature-based experiences into its event programs. This resort is designed to cater to attendees seeking a holistic experience, offering a variety of wellness-focused amenities and activities. From rejuvenating spa treatments and guided yoga or Pilates sessions to nature walks that immerse participants in the region's stunning landscapes, Westin Reserva Conchal ensures that every aspect of the guest experience promotes relaxation and rejuvenation. By prioritizing health and wellness, the resort positions itself as a premier destination for groups looking to enhance their events with a focus on well-being and connection to nature.
The All-Inclusive Advantage
The survey revealed a staggering 93.4% of respondents are interested in all-inclusive experiences. This preference extends to the meetings and events space, with planners increasingly seeking comprehensive packages that bundle accommodations, meals and activities. All-inclusive options provide both convenience and value, allowing attendees to focus on the event content and networking without worrying about hidden costs.
Marriott Cancun, An All-Inclusive Resort is at the forefront of this movement, being the first and only Marriott-branded, premium all-inclusive resort with exceptional meeting capabilities. The 450-unit property features 162 ocean-view rooms and a flagship 8,000-square-foot ballroom divisible into eight sections, complemented by four dedicated breakout rooms that’s flexible for any group size. Its all-inclusive model also aligns perfectly with the needs of today’s planners, providing over 25,000 square feet of versatile event space, 11 dining options, a kids camp and several adult-only pool areas—all designed to enhance the guest experience without the complexity of individual charges. By simplifying the event planning, all-inclusive resorts like Marriott Cancun are becoming the preferred choice for meeting and event planners who prioritize seamless, stress-free experiences.
Culinary Experiences as Event Highlights
Gastronomy emerged as a key motivator for travelers, particularly among the Gen-X demographic, and this trend translates well to the events industry. Recognizing the importance of local cuisines, event organizers are increasingly incorporating authentic culinary experiences into their programs. From interactive cooking classes and chef-led tours of local markets or themed dinners showcasing regional specialties, culinary experiences are becoming central elements of successful programs. Notably, the region boasts standout venues such as Latin America's Best Hotel Restaurant for 2024, Terraço Jardins, at the Renaissance São Paulo Hotel in Brazil and Latin America's Best New Restaurant for 2024, Toro Riviera Maya by Richard Sandoval, in Mexico. These exceptional restaurants exemplify culinary excellence and serve as prime examples for event planners looking to enhance their gatherings. By prioritizing experiences at such renowned establishments, planners can create memorable and immersive events that resonate with attendees and celebrate the rich flavors of Latin America.
Sustainability: More Than Just a Buzzword
With 80% of respondents considering sustainability important or very important, eco-friendly practices are no longer optional for event planners. From venue selection to waste management, sustainability should be woven into every aspect of event planning and execution. Events that prioritize sustainability not only appeal to environmentally conscious attendees but also contribute positively to the destinations they're held in.
Off-the-Beaten-Path Venues on the Rise
The survey indicates a growing interest in less crowded, lesser-known destinations that offer authentic and personalized experiences. The St. Regis Kanai, Riviera Maya exemplifies this trend, standing out as a unique venue that immerses guests in the cultural richness of its surroundings while providing a tranquil, off-the-beaten-path retreat. Planners can create meaningful connections with the local community, tapping into the region's traditions and natural beauty. Smaller towns and rural areas, like where St. Regis Kanai is situated, are increasingly favored for their intimate ambiance and the deeper cultural experiences they offer, making them ideal for groups seeking both exclusivity and genuine engagement.
Emerging Destinations to Watch
Mexico, Colombia and Brazil are trending as top destinations for 2025 thanks to their rich cultural heritage, diverse landscapes and the growing appeal for unique experiences. These countries offer a perfect blend of modern infrastructure and authentic experiences, from historic haciendas in Mexico to eco-lodges in the Colombian countryside.
The Rise of Regenerative Events
The concept of regenerative travel—experiences that leave a positive impact on both the traveler and the destination—is gaining traction in the events world. Planners are increasingly designing programs that contribute to attendees' well-being and benefit local communities. This could mean incorporating volunteer activities, supporting local artisans or featuring speakers from the community.
Value-Driven Planning
Cost-effectiveness and convenience remain key drivers in decision making. Event planners are challenged to deliver high-value experiences while managing budgets effectively. The focus is on creating memorable experiences without unnecessary extravagance, being strategic with resources and prioritizing elements that truly enhance the event's objectives.
Marriott’s survey findings paint a clear picture of an evolving travel landscape increasingly focused on prioritizing well-being, seeking authentic and sustainable experiences and embracing the convenience and value offered by all-inclusive resorts. As the meetings and events landscape in CALA continues to evolve, staying attuned to these trends will be crucial for planners looking to create impactful, memorable experiences.
*This article was produced in partnership with Marriott International-Caribbean & Latin America
