LATA EXPO CONFERENCE HIGHLIGHTS
We hope you enjoyed the LATA Expo Conference. For those unable to attend, we’ve summarised the key sessions below. A huge thank you to travel journalist and broadcaster Simon Calder for expertly steering the morning for us again and sharing his own insights on Latin America and, of course, posing the question that’s on everyone’s lips: who will win the FIFA World Cup 2026?
Links to all the presentations can be downloaded below and an edited recording of the conference will be shared in the coming weeks. Thanks to Travel Weekly for reporting on the conference and sharing the key takeaways online here.
OVERVIEW
Simon Calder opened the conference reflecting on a turbulent twelve months for the travel industry. He explored the challenges currently facing travellers, from rising costs to geopolitical disruption, while offering an uplifting counterpoint through insights and tips drawn from his recent travels across Latin America.
Travel Climate: This year’s travel climate is unusually unpredictable and disruptive with ongoing issues globally.
Political uncertainty: Global political uncertainty is making travellers more cautious about booking international trips.
US Immigration: Stricter US immigration procedures are discouraging some travellers from transiting through or visiting the country.
Airline challenges: Airspace disruptions and rising operating costs in aviation fuel are creating challenges for airlines and the wider travel industry.
Older Travellers: An increase in older travellers is proving that age is no barrier to exploration with Sir Michael Palin now 82, still travelling, providing the perfect example of how curiosity and adventure, have no expiry date.
Growing Connectivity: Air Canada: Flights from Heathrow and Manchester via Toronto and Montreal provide connections across Latin America- and the fact they’re looking to increase connectivity to LATAM, looking at new, niche destinations ….
WANDERLUST READER SURVEY HIGHLIGHTS
Lyn Hughes – Wanderlust Travel Media
Founding editor Lyn shared the results of the recent reader survey encompassing everything from booking patterns to some surprising emerging trends and interests.
Highly engaged audience: 96% of readers say the magazine inspires them to visit new destinations, skewing affluent and female 61%, with an average age of 51(online 39). A quarter of readers are planning a trip to Latin America in 2026.
Experience over sightseeing: Travellers are prioritising nature, wildlife, heritage and authentic cultural immersion. Hobby travel (especially birdwatching) and food and drink are growing motivators, alongside premium adventures combining off-the-beaten-track destinations, with comfort.
Resilient despite uncertainty: Geopolitical tensions and rising costs are pushing travellers towards trusted operators and careful planning, but most are pressing ahead. Europe still remains the top destination for readers with Latin America holding strong for long haul.
You can view the Wanderlust Reader Survey HERE
AMADEUS – TRAVEL OUTLOOK
Olivier Ponti – Amadeus
Amadeus powers much of the global travel ecosystem, handling around 50% of all travel transactions. Olivier’s highlighted Latin America’s resilience and growth in UK interest, the influence of the over 50’s market and how affluent consumers are one of the industry’s biggest opportunities. Olivier told us that ‘Latin America is a sexy region for European travellers‘.
Latin America strength: Latin America remains the only region holding steady in travel intent since January, supported by 3% growth in air connectivity (6% in South America). UK flight searches are up nearly 10% with couples favouring Lima, while Mexico and São Paulo attract solo and business travellers and Brazil, a younger demographic.
Booking behaviour: British travellers continue to favour last-minute, short-stay bookings with premium cabin searches up 25%.
You can read the Amadeus Travel Outlook presentation, HERE
CONSUMER TRAVEL TRENDS
Panel discussion with Lyn Hughes – Wanderlust Travel Media, Olivier Ponti – Amadeus, Jonathan Goldsmith – cazenove+loyd, and Bram Evers – Pure! Travel Group
During this panel discussion, industry experts discussed how global travel is evolving and responses to current changing political and consumer trends.
Changing global demand: Travel patterns are shifting in response to political and economic pressures. Demand for the Middle East has fallen sharply, while reduced interest in Southeast Asia is driving growth to Africa and Central Latin America. There are operational challenges in Bolivia, particularly routes from Peru into La Paz.
Rise of solo travel: Solo travel is increasing, especially amongst women 55+, with strong growth in dedicated programmes despite pricing and capacity pressures.
Shifting booking habits: Booking behaviour is polarised between last-minute short-haul trips and long-haul bookings made well in advance. With rising fares, destinations such as Argentina are becoming increasingly competitive on value.
Longer Lives, Bigger Trips – Strategy for the Older, Active Customer
LONGEVITY LEADERSHIP – THE 50+ OPPORTUNITY
Avivah Wittenburg-Cox
An insightful, thought-provoking presentation exploring the growing importance of the longevity which challenged assumptions about ageing and travel. Avivah told delegates, ‘it’s not the years in your life that matter, but the life in your years‘.
The future of travel is older: Rising life expectancy – now 85 and climbing – has gifted us 30 extra years, yet the travel industry is still planning for a lifespan that’s out of date.
The most valuable customer is 50+: In the UK, the over 50’s hold 76% of wealth and account for half of consumer spending yet receive 5% of marketing budgets.
Change the stereotypes: Over 50’s are active, affluent with over 70% resetting their lives. The old ‘earn and retire’ model is obsolete – life is now lived in cycles of reinvention.
A new way of thinking: Hotel operator Novotel is a prime example of building different narratives. Their Longevity Everyday philosophy is built on four pillars of life – Eat, Sleep, Move and Meet.
Avivah has shared the following links for delegates to read
OLDER TRAVELLER RISK
Kathy Atkinson – Safer Tourism Foundation
This session covered the evolving neds of older travellers who continue to seek adventure and active experiences well into later life. It also explored the importance of trust between operators and consumers.
Older travellers at the core: Travellers in their 50’s and 60’s are resilient and still seeking adventure, exploring ambitious activities such as quad biking.
Trust and suitability: Operators must ensure trips match fitness levels and build trust so customers feel comfortable sharing health information, with around 40% having underlying conditions.
Rising health and climate risks: Heat-related illness is increasing, with climate change intensifying risks in popular destinations, making duty of care a growing priority for the industry.
You can view the Safer Tourism Foundation presentation, HERE
BEYOND DEMOGRAPHICS: REACHING THE OLDER CONSUMER
Abi Best & Tara Schwenk – Lemongrass Marketing
Today’s older travellers are adventurous, digitally fluent, experience-led and identity-led. Abi and Tara challenged outdated perceptions of older travellers and explained how brands can better connect with the market through targeted storytelling and new imagery.
Today’s older travellers are adventurous, digitally fluent, experience-led and identity-led.
Know your audience by passion, not age: Adventurous seekers, wellness travellers, food lovers and luxury collectors all need a different conversation.
Be the expert and shout about it: Trust creates bookings. Authority, awards and expert commentary are more powerful than advertising.
Tell one consistent story: From PR to email to social, every channel should reinforce the same positioning.
Audit the imagery: Active, experience-led, aspirational and diverse visuals resonate. Stock photos of grey-haired couples on beaches do not work.
The older traveller is your dominant high-value audience: They are spending more per trip than younger travellers. This is not a niche, so act accordingly.
You can view the Beyond Demographics presentation, HERE
Thank you again to all our speakers and panellists for joining us and sharing your insights with us.
For further LATA Expo images please see here. Please credit our photograph Sarah Lucy Brown.