Ancillaries Driving Growth
- Part 1 – Market Outlook
- Part 2 – Traveller Confidence & Convenience
- Part 3 – Digital Services
- Part 4 – Retailing for Growth
Part 1 – Market Outlook
Five years ago, the Online Travel Trends Report predicted ancillary revenue would become one of travel’s biggest growth engines.
Today, we’re seeing that prediction play out across LATAM.
The region’s travel market continues to expand at 6.7–7.1% CAGR, while Brazil (38%) and Mexico (28%) represent more than 75% of gross travel bookings.
Even more importantly, traveller behaviour has fundamentally changed.
• 74% of LATAM travellers now research and book online.
• More than half of all travel bookings are completed digitally.
Every digital booking creates another opportunity to deliver relevant ancillary products.
At the same time, airlines continue to face margin pressure.
In May 2026 alone, some LATAM airlines carried 7.2 million passengers (+5% YoY) while increasing capacity by almost 11%. Yet rising fuel costs pushed fares up by 20–30%.
This changes the ancillary conversation.
Success is no longer about offering more ancillaries.
It’s about offering the right ancillary, to the right traveller, at the right moment.
Over the next few weeks, I’ll share the four ancillary categories we believe will shape LATAM’s next growth phase.
As we continue to work with more than 40 travel brands worldwide, we’re privileged to see how ancillary retail is evolving across different markets.
Part 2 – Traveller Confidence & Convenience
They’re looking for confidence throughout their journey.
Travel has become more connected, and more complex.
Whether it’s crossing borders, navigating busy airports or managing unexpected changes, today’s travellers increasingly value products that make their journey smoother, more comfortable, and more predictable.
In fact, 46% of travellers have a positive view of bundled travel products, while 50% would consider adding travel insurance and 43% are interested in extras like airport parking and transfers when booking their trip. It shows that travellers aren’t just buying flights anymore, they’re looking for complete journeys that reduce stress and add convenience.
That confidence can come in many forms.
Flexible booking options.
Travel protection.
Airport lounges.
Fast Track.
Baggage services.
Real-time connectivity.
These aren’t simply ancillary products.
They’re services that reduce stress while creating meaningful value for both travelers and travel brands.
The opportunity for airlines and travel sellers isn’t just to offer more products.
It’s to anticipate what travellers need before they realise they need it.
Because the best ancillary experience isn’t about selling.
It’s about making every journey feel easier.
Part 3 – Digital Services
Five years ago, nobody talked about eSIMs.
Today, travellers expect to land connected.
Connectivity has quietly become one of travel’s newest essential services.
For international travellers, instant access to mobile data often matters just as much as airport transfers or travel insurance.
That’s why eSIMs are becoming one of the fastest-growing ancillary categories. The LATAM eSIM market is projected to be valued at USD 567.27 million in 2025 and is forecast to increase to USD 759.80 million by 2030. This represents a compound annual growth rate (CAGR) of 6.03% over the 2025–2030 forecast period.
At the same time, premium experiences continue to gain momentum.
Fast Track.
Airport lounges.
Priority services.
These aren’t simply premium upgrades anymore.
They’re products that reduce stress while helping suppliers generate higher-margin revenue.
The most successful travel brands aren’t asking:
“Which ancillaries can we sell?”
They’re asking:
“Which traveller problems can we solve?”
That mindset changes everything.
Which emerging ancillary category do you think has the biggest long-term potential?
Part 4 – Retailing for Growth
Ancillary revenue is no longer about selling extras.
It’s about making every journey smarter.
Cross-border travel is increasing.
Sports tourism is accelerating.
Digital booking continues to grow.
Traveller expectations are evolving faster than ever.
The winners won’t necessarily be the companies offering the most ancillary products.
They’ll be the companies offering the most relevant ones.
At Hepstar, we’re seeing this shift every day.
Through a single, zero-cost API, travel brands gain access to 80,000+ ancillary product variations from 40+ global suppliers, making it easier to build relevant offers throughout the customer journey.
Ancillary revenue has evolved from a commercial strategy into a customer experience strategy.
And in LATAM, we’re only getting started.
