How Have Consumer Priorities Shifted in 2025?

Expedia Group's 2025 Traveler Value Index signals a shift in consumer priorities.

New research is shedding light on how travel consumer's preferences and priorities have been evolving this year. Included in these findings are significant shifts in how travelers plan and book travel compared to previous years, including a surge in social media influence and the impact of trust.

According to Expedia Group's 2025 Traveler Value Index, travel remains a top priority, with 88% of global consumers planning a leisure trip in the next year, and 68% aiming to book international travel—up 19% since 2022.

"In today's climate of economic and geopolitical uncertainty, understanding how travelers' plans, preferences, and values are shifting has never been more important. What's clear from this year's data is that, despite these changes, the desire to travel remains a fundamental part of everyone's lives," Expedia Group Chief Commercial Officer Greg Schulze said in a press release. "At Expedia Group, we provide partners with the insights and tools they need to meet these changing expectations and create exceptional experiences. Together, we can withstand any storm and help travelers turn their journeys into lasting memories."

Below are some key insights from the research.

TRAVEL IMPORTANCE REMAINS HIGH:

• With 50% of consumers saying it's more vital now than five years ago—highlighting travel's essential role in personal fulfillment.

• 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.

• Additionally, travelers are increasingly embracing flexcations and bleisure trips, blending work and leisure to meet their evolving needs.

PRICE IS CRITICAL, BUT TRUST IS ESSENTIAL TOO:

• Price remains a key factor, with 58% of consumers expecting to be more price-conscious in the next 12 months.

• However, trust is just as vital—three-quarters of travelers are willing to pay more for lodging with better reviews, underscoring the importance of confidence and reliability in their choices.

TRAVELERS ARE INCREASINGLY TURNING TO SOCIAL MEDIA FOR TRIP INSPIRATION:

• Over half (61%) now find trip ideas on platforms, up from 35% in 2022.

• Additionally, 73% say influencer recommendations have influenced their decision to book a trip or travel component, emphasizing the growing importance of trustworthy, peer-driven insights.

THE DESIRE TO BOOK TRAVEL THROUGH LOYALTY PROGRAMS CONTINUES TO GROW:

• 83% of travelers consider travel their top category for redeeming loyalty points, while 82% are interested in booking travel through loyalty programs outside of the travel industry, such as credit cards or retailers, highlighting the expanding influence of non-travel loyalty rewards.

NOTABLE REGIONAL AND GENERATIONAL DIFFERENCES EMERGE FROM THE RESEARCH:

• Consumers in China (87%), the UK (77%), and Germany (72%) are more likely to plan international trips within the next 12 months. Meanwhile, those under 40 show a stronger preference for blending work and leisure, often opting for bleisure and flexcation trips.

• For hotels, vacation rentals, activities, and cruises, positive reviews are a key decision factor—particularly for younger travelers, with 80% willing to pay more for lodging with better reviews.

• Air travel priorities vary: while affordability is most important across many regions, travelers in China seek contactless experiences, and those in Germany value full refunds the most. Canadians, Australians, French, and Italians also rank price as the leading consideration.

• Price remains the dominant factor for car rentals worldwide—especially in the U.S., Canada, and Australia—but for those under 40, positive reviews are nearly as influential in decision-making.

• Finally, younger travelers, particularly under 40, are more heavily swayed by social media; 84% report that influencer recommendations have impacted their booking choices.

Learn more and download the full report at Expedia Group.

Courtesy of Groups Today.

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