2025 Traveller Value Index
At a glance
- 88% of consumers plan leisure trips in next 12 months, up from 79% in July 2022; average trip frequency rising to 2.88 trips per person.
- 68% likely to book international trips within 12 months, up from 49% in December 2021; strongest in China (87%), UK (77%), Germany (72%).
- Price remains critical but shifting: reviews now match price importance for hotel and rental bookings; younger travellers prioritise reviews over cost.
- Inflation cited by 44% as biggest travel factor; 58% anticipate greater price consciousness, yet 51% increasing overall budgets across more frequent trips.
- Spending time with family and friends remains top motivator (49%); flexcation trips surge to 44%, concentrated among remote workers (72%) and under-40s (58%).
What the report covers
Expedia Group's 2025 Traveller Value Index surveyed 11,000 consumers across 11 markets (Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, UK, US) to track shifts in travel priorities and booking values. Conducted with Wakefield Research, it revisits the 2023 index to measure changes in traveller sentiment and behaviour over three years, providing insights for DMOs, hoteliers and travel-tech operators.
Key findings
Travel importance has strengthened post-pandemic. Half of all consumers say travel is more important now than five years ago, rising to 57% among those under 40—an increase from 46% in July 2022. This signals a structural shift in how people prioritise leisure and international experiences despite pandemic disruptions receding further into the past.
International travel appetite has surged significantly. 68% of consumers have already booked or are likely to book international trips in the next 12 months, up from 49% in December 2021. Regional variation is marked: China (87%), UK (77%) and Germany (72%) lead; APAC travellers show 81% prioritisation of travel overall.
Flexcation and bleisure models are reshaping work-leisure boundaries. 44% plan flexcation trips, concentrated among remote workers (72%) and those under 40 (58%). Separately, 42% plan bleisure trips, up from 29% in 2022. Overall business travel stands at 43%, an 11-point increase from 2022.
Consumer value definition is shifting beyond lowest price. Reviews now hold equal weight to price for hotel, holiday rental and activity bookings. For travellers under 40, reviews outrank price when booking hotels, rentals, tours and cruises. Flexible cancellation policies and refundable bookings remain top priorities, reflecting economic uncertainty.
Inflation remains the dominant constraint on travel plans. 44% cite inflation as the biggest factor impacting 2025 travel decisions, slightly down from 51% in 2022. Yet 58% anticipate greater price consciousness while 51% increase overall budgets, suggesting travellers spread spend across more frequent trips rather than single luxury journeys.
Key numbers
| Metric | Value |
|---|---|
| Consumers planning leisure trips in next 12 months | 88% |
| Likelihood of booking international trip in next 12 months | 68% |
| Average number of trips planned per consumer | 2.88 |
| Travel importance for under-40s compared to five years ago | 57% |
| Consumers planning flexcation trips | 44% |
| Consumers planning bleisure trips | 42% |
| Consumers citing inflation as biggest travel impact factor | 44% |
| Survey respondents across markets | 11,000 |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
68% international travel likelihood creates promotion opportunities, especially in China, UK and Germany. However, inflation (44% cite) and price consciousness (58%) require DMOs to emphasise value beyond cost. Social proof through reviews, flexible policies and authentic experiences resonate more with younger demographics prioritising these over price alone.
Hotels & hospitality
Reviews now match price importance for booking decisions, requiring aggressive review management and guest experience quality. Flexcation (44%) and bleisure (42%) growth demand operational adaptation: reliable Wi-Fi, mid-week availability and working spaces are competitive necessities. Refundable policies and flexible cancellation terms are non-negotiable given 58% anticipate increased price consciousness.
Travel tech & distribution
Shift from lowest-price dominance to value-plus-trust presents opportunities: enhanced filtering by reviews, flexible cancellation badges and sustainability credentials can differentiate offerings. International intent surge (68%) justifies localisation across 11 markets. Flexcation and bleisure segmentation create targeting opportunities; remote workers (72% flexcation interest) warrant platform-specific messaging.
Methodology and limits
Expedia Group conducted a custom survey with Wakefield Research of 11,000 consumers across 11 key markets in February–March 2025. The survey revisited questions from the 2023 Traveller Value Index to measure shifts in sentiment and behaviour over three years. Comparisons are drawn with 2022 and 2023 data; the report includes market-level variation. This brief is based on the publicly available HTML summary and PDF excerpt; the full report may contain additional granular data.
Official source
The report is © Expedia Group. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
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