Expedia Group’s latest research has revealed 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. Drawing on insights from more than 11,000 consumers across 11 markets, the 2025 “Traveler Value Index,” conducted by Wakefield Research on behalf of Expedia Group, offers a valuable roadmap for travel brands seeking to meet these evolving expectations.
The study reveals travel is more important than ever despite the current economic climate. Consumers are increasingly planning for flexcations and bleisure trips, blending work with leisure. While 50 percent of consumers say travel is more important now than it was five years ago, the majority (88 percent) of global consumers plan to take a leisure trip in the next 12 months, with 68 percent likely to book international travel, a 19 percent increase from 2022.
Price remains a key factor, as 58 percent of consumers anticipate being more price conscious in the next 12 months, seeking ways to save. However, trust is just as essential, since three-quarters of travelers are willing to pay more for lodging with better reviews.
Survey findings revealed that travelers are increasingly seeking trip inspiration from social media. More than half (61 percent) of consumers find trip ideas on social platforms, a stark increase from 35 percent in 2022. The majority (73 percent) report that influencer recommendations have influenced their decision to book a trip or travel element, highlighting the growing importance of trustworthy and peer-driven insights. Not surprisingly, the study found that younger travelers, especially those under 40, are more heavily swayed by social media, with 84 percent reporting that influencer recommendations have impacted their booking choices.
The study also shows increasing desire among travelers to book travel through loyalty programs. While 83 percent say travel is the top category they are interested in redeeming loyalty points for, 82 percent of consumers are interested in booking travel through a non-travel loyalty program such as credit cards or retailers.
Source: Expedia Group
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