Expedia Group’s latest research shows significant changes in the way travellers plan and book their travels compared to years past, including an increase in social media influence as well as trust. The 2025 Traveller Value Index, which draws on the insights of over 11,000 consumers in 11 global markets to create a roadmap for travel brands looking to meet changing expectations, is based on more than 11,000 consumer insights.
Greg Schulze is the chief commercial officer of Expedia Group. He said, “In today’s climate, where economic and geopolitical uncertainties are prevalent, it has never been more crucial to understand how travellers’ travel plans, preferences and values have changed. The data from this year shows that despite all of these changes, travel is still a major part of people’s lives. Expedia Group provides partners with the tools and insights they need to create experiences that meet changing expectations. Together, let’s help travellers make their travels memorable.
The 2025 Traveller Value Index: Key Findings
- Travel remains a high priority.
With 50% of consumers saying it is more vital now than five years ago – highlighting travel’s essential role in personal fulfillment.
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Despite ongoing uncertainties, 88% plan to take a leisure trip in the next 12 months, and two-thirds (68%) are likely to book international travel – a 19% increase since 2022.
Travellers are also increasingly opting for bleisure and flexcations to blend work and leisure in order to meet changing needs.
- Trust is as important as price.
Price is still a major factor. 58% of consumers expect to be more price conscious in the coming 12 months.
- However, trust is just as vital – three-quarters of travellers are willing to pay more for lodging with better reviews, underscoring the importance of confidence and reliability in their choices.
- Travelers are increasingly using social media to get inspiration for their trips:
- In 2022, 35% of travelers found trip ideas via platforms. Now, 61% do.
- A further 73% of respondents said that peer recommendations had influenced their decision when booking a trip. This highlights the importance of trusted, peer-driven insight.
- Booking travel via loyalty programs is on the rise.
- Travel is the top category of redemption for 83% of travellers. 82% of them are interested in booking their travel via loyalty programs that do not belong to the travel industry. These include credit cards and retailers. This shows the growing influence of loyalty rewards outside the travel sector.
The research reveals regional and generational differences. - China (87%), UK (77%) and Germany (72%), are the most likely countries to plan an overseas trip within the next twelve months. Under 40s are more likely to combine work and leisure by choosing bleisure or flexcation.
- For hotels, vacation rentals, activities, and cruises, positive reviews are a key decision factor – particularly for younger travellers, with 80% willing to pay more for lodging with better reviews.
- The priorities of air travel differ from region to region. While affordability is the top priority in many, China’s travellers are most interested in contactless technology, while Germans value full refunds. Canadians, Australians and French also place price at the top of their list.
- Price remains the dominant factor for car rentals worldwide – especially in Canada, Australia, and the U.S. – but for those under 40, positive reviews are nearly as influential in decision-making.
- Finaly, young travellers, especially those under 40 years old, are heavily influenced by social media. 84% of them report that recommendations from influencers have affected their booking decisions.
The best insights for action
With the report’s full content and key takeaways, partners can create strategies to help their business.
