Why LATAM Is Winning Over Gen Z and Millennial Flyers

LATAM Airlines is rapidly consolidating its position as the go-to carrier for younger travelers in South America, with digital-first services, a vast regional network and improving operational performance helping to attract Gen Z and millennial flyers who now expect seamless, app-based travel experiences.

A Regional Giant Perfectly Placed for Young Travelers

Publicly available data shows that LATAM remains the largest airline group in Latin America by network reach, serving destinations across South America as well as key cities in North America, Europe and other long-haul markets. This scale gives younger travelers looking for multi-country trips and work-and-travel lifestyles a wide choice of routings and frequencies that are difficult for rivals to match.

Industry information indicates that LATAM operates several hundred thousand flights per year in the region, placing it among the busiest carriers in Latin America by total operations. In practice, that means more nonstops between major South American hubs, better connectivity to secondary cities and schedules that align with long weekends, semester breaks and remote-work routines common among Gen Z and millennial travelers.

For younger flyers, price remains a deciding factor, and LATAM’s hybrid approach of offering a basic fare structure with paid add-ons, combined with frequent fare promotions, has helped keep the airline competitive against low-cost rivals. At the same time, the group maintains a multi-country presence in Brazil, Chile, Peru, Colombia and other markets, which allows it to target domestic, regional and international demand from younger segments with tailored offers rather than a one-size-fits-all model.

On-Time Performance and Reliability Build Trust

Operational reliability is a key consideration for Gen Z and millennial travelers who frequently combine short vacations with remote work or time-sensitive events. The latest Cirium On-Time Performance Review for Latin America’s leading airlines indicates that LATAM delivered an on-time arrival rate of just under 83 percent in 2024, with more than 550,000 flights tracked across the year. This placed the carrier among the top performers in the region while handling more flights than any other airline in the ranking.

Although some regional competitors achieved slightly higher punctuality percentages, LATAM’s combination of strong on-time performance and a very high volume of flights stands out. For younger passengers, that mix of reliability and availability often matters more than marginal differences in ranking, especially when planning complex itineraries involving multiple cities or tight connections.

Analysis of recent punctuality reports suggests that LATAM’s completion factor and tracking rates also remain high, signaling that most scheduled flights operate as planned and can be monitored in real time. This level of predictability is increasingly important to digital-native travelers who expect to follow every stage of their journey on their phones, from departure boards to gate changes.

Mobile Apps and Loyalty Designed for the Smartphone Generation

LATAM has invested heavily in a two-app ecosystem that aligns closely with how Gen Z and millennials manage travel. The main LATAM Airlines app is positioned as a central hub for trip management, allowing users to search flights, book tickets, complete online check-in, choose seats and access digital boarding passes. Official app-store descriptions highlight additional features such as real-time flight status and integration with car rentals and hotels in some markets, reflecting a push toward an end-to-end digital travel platform.

Complementing this, the dedicated LATAM Pass app focuses on the group’s loyalty program. According to program materials, members can track and redeem miles, view elite benefits and manage their account directly from their smartphones. LATAM promotes the app as a simpler way to handle mileage balances, upgrades and redemptions, which resonates with younger travelers who often prefer self-service options over call centers or in-person counters.

LATAM Pass itself is marketed as one of the region’s leading frequent-flyer programs, with millions of members across South America. Program documentation and investor presentations describe high preference scores among members, as well as recognition in industry awards for airline loyalty. For younger travelers, the ability to earn miles not only on flights but also through online shopping, hotel stays and co-branded financial products increases the appeal of staying within the LATAM ecosystem.

App-store listings show that LATAM regularly updates its mobile apps with new functions, including automatic check-in, improved boarding pass storage and expanded ancillary sales. These incremental improvements help keep the digital experience aligned with the expectations of smartphone-first generations who compare airline apps directly with leading fintech and e-commerce platforms.

Network Partnerships and Flexible Travel Lifestyles

Publicly available route and partnership information indicates that LATAM has deep connectivity across South America and maintains alliances or bilateral agreements with several major global carriers. For Gen Z and millennial travelers based in North America or Europe, this means they can often combine long-haul flights operated by partner airlines with regional connectivity on LATAM, simplifying bookings and loyalty accrual.

Industry observers point out that this network positioning aligns well with current travel trends among younger demographics, who increasingly seek multi-destination trips focused on nature, adventure and cultural immersion. LATAM’s presence in gateways such as São Paulo, Santiago, Lima and Bogotá facilitates access to Patagonia, the Amazon, Andean trekking routes and Pacific surf towns, all popular with backpackers and remote workers alike.

At the same time, LATAM’s wide-body fleet and long-haul routes to hubs in North America and Europe provide options for budget-conscious long-distance flyers who are willing to mix cabin classes or travel off-peak to reach South America. In many cases, younger travelers can leverage fare sales and mileage redemptions through LATAM Pass or partner programs to reduce costs on these long sectors, while still maintaining digital control over their journeys through the airline’s apps.

Social Feedback, Challenges and the Road Ahead

While LATAM has made notable gains in digital services and operational performance, online reviews and social media discussions show that younger travelers still encounter pain points. Recent comments on app stores and travel forums reference occasional instability in the loyalty app, limited language options in certain interfaces and friction when trying to add frequent-flyer details or known traveler information to bookings. These issues are typical of large carriers undergoing rapid digital transformation, but they remain important for Gen Z and millennial users, who have low tolerance for clunky user experiences.

Ratings and feedback across multiple platforms indicate a mix of strong satisfaction with inflight service and network coverage, combined with criticism when disruptions occur or customer-service channels are slow to respond. For younger flyers, who are accustomed to instant messaging and quick problem resolution, the speed and transparency of communication during irregular operations can be as decisive as fare levels or onboard comfort.

Even with these challenges, LATAM’s combination of broad geographic coverage, competitive punctuality, growing loyalty engagement and app-based services appears to be positioning the airline as a favored choice among South America’s Gen Z and millennial travelers. As more of the region’s passengers move fully into digital booking and mobile self-service, carriers that can match LATAM’s scale with consistently smooth technology are expected to capture a disproportionate share of this influential segment.

Sources: Cirium On-Time Performance Review 2024; LATAM Pass program overview; LATAM Pass app information; LATAM Airlines app listing; LATAM Airlines Group investor and corporate information