Last month, Latin Routes hosted an Agent Awards lunch at a swish riverside venue, the Oxo Tower in London. The event celebrated the operator’s travel agent champions; the trade now makes up at least 50% of its overall business, with Peru proving the top-selling destination, closely followed by Argentina.
The destination specialist has been working hard at trade engagement, rewarding those agents every month who make the highest value bookings, with a framed certificate, a spot at the VIP lunch and a place on its upcoming Academy fam trip [to Costa Rica in 2026].
In addition, agents who produce more than £70,000 in revenue gain elite status. Julia Ross, Latin Routes' business development manager for the South and Scotland, explains what that means: “As well as receiving a box of goodies and a framed certificate to hang in their office, elite agents get access to extra perks such as our exclusive events, training sessions and additional marketing and fam trip benefits.
“We have seen great success with this scheme and many of our elite agents have gone on to host Latin America client evenings with us."
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Ross adds: “Here at Latin Routes, we receive an incredible range of niche requests, so 'off the beaten track' is very much our speciality. Over the years agents have come to us with everything from motorbiking journeys along the remote Austral Highway to clients wanting to travel to Colombia to see the house from Disney’s Encanto and even to Argentina to revisit a particular tango club they fell in love with in their youth.
Latin Routes can assist when clients want a real adventure © iStock kavram
“We have also had enquiries from agents whose clients were determined to visit specific churches in Bolivia known for a distinctive style of Virgin Mary artwork which very few know about, and we made it happen.
“A recent stand-out example was an agent who called on behalf of a client passionate about visiting the world’s most remarkable gardens. They had read about a unique garden in a remote part of Mexico and were unsure whether it would even be possible to arrange. Working closely with the agent we tracked it down, confirmed access and created a bespoke botanical itinerary that allowed the client to realise their dream.
“It was a wonderful reminder that no request is too niche and that with the right expertise even the most unusual trip can become a reality and a joy to plan."
TTG also spoke to the year's overall regional agent winners to discover what they’ve been booking in Latin America this year and here are their top tips:
Midlands winner
Gail Toon, partner and office manager, Villair Travel, Ashby De La Zouch
“Most of our clients are choosing multi-centre trips across South America, with Brazil, Argentina and Peru leading the way. Brazil remains especially popular during the Rio Carnival, while Argentina’s vibrant cities and Peru’s rich heritage with Machu Picchu continue to attract travellers looking for culture and adventure.
“When booking Rio Carnival, we normally pre-book tickets with the tour operator and opt for the grandstands (where people usually watch the parades standing up). Our last clients had tickets for the winners’ parade as their whole trip was based on ending with the Carnival which they thoroughly enjoyed.
“Costa Rica has become a standout favourite for our family market. Kids love the abundant wildlife, and the country’s mix of thrilling outdoor activities and beautiful beaches makes it the perfect destination for adventurous family holidays.”
Scotland winner
Jimmy Martin, owner, Jimmy Martin Travel, Edinburgh
“This year we have booked the Galapagos with a Quito extension, and Argentina with an extension to Montevideo in Uruguay.
“We also booked an individual tour to Brazil, with the Pantanal the main focus. The clients are into wildlife and I happened to mention I had watched a National Geographic programme on the area. They went the whole hog, they like quirky and I like booking quirky so it made a good match.
“More generally we are finding that Buenos Aires is still popular along with Bariloche in the heart of the Lake District; Sao Paulo in Brazil; and the Atacama Desert in Chile.
Sunset in Cartagena, Colombia, which is proving popular © iStock Starcevic
“Colombia is also having a moment – Cartagena and Medellin in particular. We have a very well-travelled gentleman who has been to Colombia through good and bad times and has supplied us with many photographs and tales, but, on researching, it has really cleaned up its act in the last 10 years. Although we still advise clients to be vigilant, as you would in many countries these days.”
South winner
Nicole Roberts, senior travel specialist, Westway Travel, Southend on Sea
“We have been delighted to partner with Latin Routes over the past 20 months, ever since their inspiring Agent Academy in Peru last March. The experience gave us invaluable insights that have really shaped our work. I feel so much more confident now in selling South America.
“In the past year alone, Westway Travel has arranged unforgettable journeys for our clients to Ecuador and the Galapagos Islands, Peru, Argentina, Chile, and Brazil. Right now, Costa Rica is proving to be the standout destination, with growing interest sparked by recent TV coverage and a colleague’s fam trip that showcased just how special it is.
“One of the more out‑of‑the‑ordinary destinations we’ve arranged for clients recently is the Peruvian Amazon, where they stayed at the remarkable Inkaterra Reserva Amazonica Lodge. Guests staying there can go on guided rainforest walks, canopy bridge explorations, twilight river excursions, and visits to local communities – all of which are designed to showcase the biodiversity of the region. Our clients absolutely loved this experience, describing it as both eye‑opening and unforgettable, with the lodge’s blend of comfort and adventure making one of the highlights of their holiday in Peru.”
North winner
Phillip Munro, travel ambassador, Prestbury Travel in Cheshire
“There has been a rise in sales and interest for South America, possibly thanks to Race Across the World on BBC [the teams in series two in 2020 travelled from Mexico City to Ushuaia]. I currently have customers on a 48-day trip visiting Argentina, Brazil, Chile and Peru. A true classic destination that gains a lot of interest is Iguazu Falls, which is a must-visit.
Iguazu Falls are considered a must-visit © iStock Wirestock
“It goes without saying that the Inca Trail is a hot topic and remains one of the highlights to South America.
“My most recent booking was for Costa Rica – a group of four will be heading to Costa Rica to explore the rainforest canopy and will end their stay on one of the Costa Rica's luscious beaches, Manuel Antonio.
“I am also heading to South America myself this week to explore Chile, Argentina and Patagonia with Celebrity Cruises. A cruise is a very easy way to get a taste of South America in style and presents a great option for those wanting to experience a wonderful destination whilst only unpacking once."
