Travel Remains a Fundamental Need – Even in Uncertain Times
Despite global economic and geopolitical challenges, travel continues to be a core desire for many. This is strongly reflected in the new Traveler Value Index 2025 by Expedia Group. Based on a global survey of over 11,000 participants across 11 countries, the study provides deep insights into the evolving travel landscape. The findings show that trust in travel providers, the growing role of social media, and the desire for flexibility are becoming key factors in travel decision-making.
“In today’s climate of economic and geopolitical uncertainty, it’s more important than ever to understand how travelers’ plans, preferences, and values are evolving,”
Travel Plans Persist Despite Global Uncertainty
According to the study, 88% of respondents are planning a leisure trip within the next 12 months, with two-thirds aiming to travel internationally—a 19% increase from 2022. Moreover, half of those surveyed say travel has become more important to them than it was five years ago. While cost remains a key factor for 58% of travelers, trust is gaining importance too: 75% of respondents are willing to pay more for accommodations with higher ratings. Flexible travel models such as flexcations (working vacations) and bleisure trips (blending business and leisure) are becoming increasingly popular.
Social Media as a Source of Travel Inspiration
Social media continues to play a growing role in travel planning. Today, 61% of travelers say they find inspiration for destinations through platforms like Instagram, TikTok, and YouTube—up from 35% in 2022. Influencer recommendations are especially impactful among younger travelers, with 84% of those under 40 stating that influencers have influenced their booking decisions.
Loyalty Programs Are Gaining Momentum
Customer loyalty programs are also on the rise. A significant 83% of respondents view travel as the most valuable way to redeem loyalty points. Additionally, 82% are open to booking travel services through loyalty programs offered by non-travel companies, such as credit card providers and retailers.
Regional Trends in Travel Behavior
The study highlights notable regional differences in travel behavior. Travel enthusiasm is particularly high in China (87%), the UK (77%), and Germany (72%). German travelers place high value on full flight refunds, whereas in China, contactless travel options are a priority. When choosing accommodations or rental cars, price and reviews are top considerations across the board. Younger generations, in particular, place significant trust in user reviews.
Study Methodology
The Traveler Value Index 2025 was conducted by Wakefield Research on behalf of Expedia Group. The survey included online responses from 11,000 adults aged 18 and over across 11 key markets: Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the United Kingdom, and the United States. The data was collected between February 14 and March 3, 2025. To ensure accuracy and representation, the results were weighted appropriately. Comparative insights refer to the Traveler Value Index 2023, published in July 2022.
Stay tuned for more updates in our Blogs to keep up with top news in the hotel Industry.
Photos Source: Canva AI
