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. 2025 Traveller Value Index is a useful roadmap for travel companies that want to keep up with changing consumer expectations. It draws insights from more than 11,00 consumers in 11 markets around the world.
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 offers partners the insights and tools needed to meet changing expectations and deliver exceptional experiences. Together, let’s help travellers make their travels memorable.
The 2025 Traveller Value Index: Key Findings
● Travel importance remains high.
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o With 50% of consumers saying it is more vital now than five years ago – highlighting travel’s essential role in personal fulfillment.
o 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 flexcations, or bleisure, which combine work and leisure.
Leisure to meet their changing needs
● Price is critical, but trust is essential too:
58% of consumers expect to be more price conscious in the coming 12 months.
o However, trust is just as vital – three-quarters of travellers are willing to pay more for lodging with
Better reviews that emphasize the importance of trust and reliability when making their decisions.
● Travellers are increasingly turning to social media for trip inspiration:
o More than half (61%) find ideas for trips on platforms. This is up from 35% by 2022.
73% also say that influencer recommendations influenced their decision when booking a trip, or even a component of a trip, underlining the importance of peer-driven, trustworthy insights.
● The desire to book travel through loyalty programs continues to grow:
o 83% consider that travel is their most preferred category to redeem loyalty points. 82%, however, are more interested in booking travel using loyalty programs from outside the travel sector, such as those offered by credit cards or retailers.
The research reveals regional and generational differences.
● Consumers in China (87%), the UK (77%), and Germany (72%) are more likely to plan international trips
Within the next 12 month. In the meantime, people under 40 are more inclined to blend work and
Leisure travel is often bleisure or flexcation.
● For hotels, vacation rentals, activities, and cruises, positive reviews are a key decision factor – particularly for
80 percent of younger travellers will pay more for a hotel with a better rating.
● Air travel priorities vary: while affordability is most important across many regions, travellers in China seek
Germany is the country that values full refunds and contactless experiences most. Canadians, Australians and French are the most likely to use contactless technology.
Italians 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
Positive reviews have almost the same influence on those under 40.
● Finally, younger travellers, particularly under 40, are more heavily swayed by social media; 84% report that
Influencer recommendations influenced their booking decisions.
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With the report’s full content and key takeaways, partners can create effective strategies to grow their business.
