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Major Insights from the 2025 Traveler Value Index

Expedia Group has recently unveiled its latest findings through the 2025 Traveler Value Index, shedding light on how consumer preferences regarding travel planning and booking have significantly transformed compared to previous years. This report draws insights from over 11,000 consumers across 11 global markets, highlighting the rising influence of social media and the growing importance of reliability in travel decisions.

Travel Remains a High Priority

According to the report, travel continues to hold paramount importance in consumers' lives. A remarkable 88% of respondents indicated their plans for leisure travel within the next year, signifying a 19% increase from 2022, while 68% are considering booking international trips. This demonstrates not only the enduring appeal of travel, but also the evolving nature of vacation styles among consumers. Terms like 'flexcation' and 'bleisure'—the blend of business and leisure—are becoming increasingly popular among travelers.

Fifty percent of consumers stated that travel is more significant now than it was five years ago, emphasizing its crucial role in personal fulfillment. In spite of ongoing uncertainties, the desire to travel has not waned, further underlining that exploring new destinations is an integral part of many people's lives.

Price Versus Reliability: A Balancing Act

While price remains a crucial factor when planning travel, the emphasis on reliability has also grown intensely. Around 58% of consumers expect heightened price sensitivity in the coming year. Simultaneously, three-quarters of travelers are willing to pay more for accommodations with higher review ratings. This trend underscores the importance of trust and peace of mind in their choices.

Social Media as a Key Source of Travel Inspiration

The role of social media in travel planning has surged, with 61% of travelers now using these platforms to gain inspiration for their trips. This represents a significant increase from the 35% in 2022. Additionally, 73% reported that influencer recommendations had a direct impact on their booking decisions. This shift points to a growing reliance on peer-driven information, highlighting a new era of travel marketing.

Rising Interest in Loyalty Programs

Loyalty programs continue to play a vital role in travel bookings, with 83% of travelers prioritizing travel as their preferred category for redeeming loyalty points. Interestingly, 82% are keen on booking travel through loyalty programs offered by non-travel sectors, such as credit cards and retail. This trend illustrates the expanding influence of rewards outside the travel industry.

Regional and Generational Insights

The study reveals significant regional and generational differences in travel preferences. Consumers in China (87%), the UK (77%), and Germany (72%) show a high inclination to plan international trips within the next year. Moreover, individuals under 40 exhibit a strong preference for blending work and leisure, often opting for 'bleisure' or 'flexcation' styles. In terms of decision-making factors, younger travelers prioritize positive reviews, with 80% willing to pay higher rates for accommodations that meet their standards.

When it comes to air travel priorities, differences also appear across regions. While price is seen as the main factor in many areas, Chinese travelers increasingly seek contactless experiences, while German travelers prioritize refundable options. Canadian, Australian, French, and Italian travelers alike consider price as their top concern.

In car rentals, price remains the most critical consideration globally, particularly in Canada, Australia, and the U.S. Yet, for those under 40, positive reviews provide nearly equal influence over their decisions.

The Influence of Younger Travelers

Younger travelers, especially those under 40, are highly influenced by social media, with 84% asserting that influencer recommendations affect their travel choices significantly. These insights demonstrate a shift in how travel is marketed and planned in the digital age.

Closing Thoughts

Greg Schultz, Chief Commercial Officer of Expedia Group, emphasized the significance of understanding how travelers' plans, preferences, and values are evolving in today's unpredictable economic and geopolitical environment. "Despite these changes, the desire to travel remains central to people's lives. At Expedia Group, we are committed to offering insights and tools that help our partners meet these changing expectations and create exceptional experiences for travelers. Together, we can overcome any difficulties and assist travelers in shaping their journeys into lasting memories."

The valuable insights from the Traveler Value Index report can guide businesses in formulating concrete strategies that align with the latest trends in travel preferences.

Methodology

The 2025 Traveler Value Index was commissioned by Expedia Group and conducted by Wakefield Research. The online survey, targeting adults aged 18 and above in 11 key markets—including Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the UK, and the U.S.—was carried out from February 14 to March 3, 2025, with the data weighted for demographics. For comparison, the report references the 2023 Traveler Value Index conducted in July 2022.

About Expedia Group

Expedia Group empowers everyone to realize the extraordinary potential of travel through its global platform. Guided by the belief that travel has the power to make the world a better place, we assist individuals in experiencing the world in new ways and building deep connections. We also drive growth and success for our partners by delivering industry-leading technology solutions, creating unforgettable experiences for travelers. The Expedia Group brand family includes Expedia®, Hotels.com®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, CarRentals.com™, and Expedia Cruises™. For more information about Expedia Group and the latest updates, please visit us on Facebook, Instagram, X, and LinkedIn.