In a time of geopolitical and economic instability, the need to understand travel trends is more critical than ever. According to Expedia Group’s new global study, the 2025 Traveler Value Index, travelers’ priorities, sources of inspiration, and values ??have shifted significantly. Understanding these changes will help tourism professionals’ marketing efforts.
The Desire to Travel Remains Strong
Despite global challenges, 88% of consumers say they are planning a leisure trip in the next 12 months, while 68% plan to travel internationally – a 19% increase compared to 2022. Furthermore, one in two believe that travel is more important today than it was five years ago. Flexcations and bleisure are gaining momentum as travelers seek to combine work and leisure.
Price and trust: a dual priority
Price remains a major factor, with 58% of consumers saying they will be more careful with their spending in the coming year. However, trust is proving to be just as critical: 75% are willing to pay more for accommodations with positive reviews. Trust and good reviews are now becoming key selection criteria.
Social networking is reshaping travel inspiration
Social media is taking a central role in the travel planning phase. 61% of respondents now draw inspiration from platforms like Instagram, TikTok, and YouTube – up from just 35% in 2022. In addition, 73% say that influencer recommendations influenced their final booking decision. Trust in peer-to-peer content and “real” experiences is emerging as a driving force.
Rewards points are gaining more value
Travelers want to make the most of loyalty programs. 83% consider travel as the top category for redeeming points, while 82% are interested in booking travel through external rewards programs – e.g., credit cards or retailers. This phenomenon highlights the value of partnerships between travel brands and businesses in other industries.
Geographic and generational differences
Local and age-specific differences significantly influence travel choices:
International travel: Chinese (87%), British (77%), and Germans (72%) say they intend to travel abroad in the next year.
Travelers under 40: They are more likely to combine work and leisure and are strongly influenced by social media. 84% say influencers have influenced their bookings, while 80% would pay more for accommodations with better reviews.
Air travel: The priority varies. In China, people want contactless experiences, in Germany, there is an emphasis on full refunds, while in France, Italy, Canada, and Australia, cost is the main factor.
Car rental: Price remains dominant in all markets, but for those under 40, reviews carry almost the same weight.
What does this mean for brands?
For Greg Schulze, Chief Commercial Officer of Expedia Group, the findings send a clear message: “Despite the challenges, the desire to travel is not waning. Understanding new values ??and behaviors is key to continuing to deliver exceptional experiences to our customers. With the right tools and partnerships, we can weather any storm.”
- The 2025 Traveler Value Index was developed by analyzing data from 11,000 travelers across 11 markets (Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the United Kingdom, and the United States).
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