LATAM Airlines Group has entered a strategic partnership with Meili, a travel technology platform specializing in ancillary services, to embed car hire bookings directly into the airline's digital ecosystem. The integration allows passengers to reserve rental cars through LATAM's website and mobile application without being redirected to third-party sites, streamlining the trip-planning process.
Seamless Booking and Loyalty Integration
Under the agreement, Meili's technology will power a branded car hire experience within LATAM's digital channels. Customers will be able to compare rates from multiple car rental providers, complete bookings, and earn LATAM Pass miles on eligible transactions. The move is designed to increase customer retention and drive ancillary revenue for the Santiago-based carrier, which operates one of the largest route networks in Latin America.
Mike McGearty, CEO and Co-founder of Meili, said: “We’re thrilled to partner with LATAM Airlines, a long-standing leader in Latin American aviation. This partnership represents our shared vision of elevating the traveller experience whilst returning control of distribution to car hire partners.”
Mark Lamac, Ancillary Director of LATAM Airlines, added: “This partnership allows us to directly incorporate car hires into our digital channels, making it easier for passengers to plan their entire trip in one place.”
Expanding Ancillary Offerings in Latin America
For Meili, the deal marks a significant expansion into Latin America, a region where air travel demand continues to rebound and digital adoption is accelerating. The company, which already works with airlines in Europe and North America, sees LATAM as a gateway to serving the broader Latin American market. The integration also supports LATAM's broader strategy of enhancing its digital retailing capabilities, similar to moves by other global carriers such as United Airlines and Philippine Airlines, which have recently invested in ancillary technology to boost non-ticket revenue.
The partnership comes at a time when airlines worldwide are seeking to replicate the success of low-cost carriers in generating ancillary income. By offering car hire directly, LATAM can capture a larger share of the traveler's spending while providing a more cohesive experience. The ability to earn loyalty miles on car rentals further ties the service into LATAM Pass, encouraging repeat business.
Industry Context and Competitive Landscape
Car hire integration is becoming a standard feature among full-service airlines. Carriers such as Delta Air Lines and British Airways already offer similar functionality through partnerships with rental companies or technology providers. LATAM's adoption of Meili's platform positions it to compete more effectively in the ancillary space, particularly as travel demand in Latin America grows. The region has seen increased interest from international carriers, with recent route expansions such as Fiji Airways' new Nadi–Gold Coast service and Hong Kong Airlines' resumption of Hong Kong–Saipan flights highlighting broader connectivity trends.
For travel agents and tour operators, the integration means that LATAM's car hire inventory will be accessible through the airline's direct channels, potentially reducing reliance on third-party booking platforms. The move also aligns with the industry's shift toward personalized, one-stop shopping experiences, a trend underscored by recent technology developments in the hospitality sector, such as the integration of RMS platforms into hospitality curricula to build tech-ready graduates.
As LATAM continues to refine its digital strategy, the partnership with Meili is expected to serve as a template for further ancillary integrations, including travel insurance, airport transfers, and hotel bookings. The airline has not disclosed financial terms of the agreement, but industry analysts note that ancillary revenue can account for up to 15% of a carrier's total revenue, making such partnerships strategically important.
