New Expedia research signals a shift in consumer priorities

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Insights from Expedia Group’s Traveler Value Index reveal shifting consumer priorities and the growing power of loyalty and social media in travel decisions

May 21, 2025

Despite persistent global uncertainties, Expedia Group’s 2025 Traveler Value Index shows that the desire to travel remains undeterred and even strengthened. The report, based on responses from over 11,000 consumers in 11 countries, reveals that leisure travel remains a top priority, with a marked increase in international travel intent and a clear shift in how consumers get inspired, make decisions, and define value in travel. Trust, social media influence, and the appeal of flexible, blended travel are shaping the future of tourism more than ever before.

Key takeaways

Travel remains a top priority:
- 88% of consumers plan to take a leisure trip in the next 12 months.
- 68% aim for international travel – a 19% increase since 2022.
- Half of respondents say travel is more important now than five years ago.
Blended travel is on the rise:
- Flexcations and bleisure trips are gaining popularity, especially among travelers under 40 who want to combine work and leisure.
Social media and influencers are transforming travel inspiration:
- 61% use social media to find trip ideas (up from 35% in 2022).
- 73% say influencer recommendations have impacted their travel decisions.
- Among travelers under 40, this figure rises to 84%.
Trust and reviews are as important as price:
- 58% expect to be more price-conscious in the coming year.
- 75% are willing to pay more for lodging with better reviews.
- Younger travelers (80%) place high value on trusted, well-reviewed accommodations.
Loyalty programs continue to influence bookings:
- 83% prefer to redeem loyalty points for travel.
- 82% are open to using non-travel loyalty programs (like credit cards) to book trips.
Regional & generational insights:
- Chinese (87%), UK (77%), and German (72%) consumers are most likely to plan international travel.
- Contactless experiences are valued by Chinese travelers; Germans prioritize flexible refunds.
- Car rentals remain price-driven, but reviews hold strong sway for younger travelers.