2025 Traveler Value Index: Growing travel importance and evolving traveler priorities
At a glance
- 50% of consumers say travel is more important now than five years ago, up from 46% in July 2022.
- 88% plan leisure trips in next 12 months; average trip frequency rising to 2.88 trips versus 2.05 in July 2022.
- 68% have booked or likely to book international travel in next 12 months, a 19-point increase since December 2021.
- Reviews now rank equally with price; 76% of consumers would pay more for hotels with better customer reviews.
- 61% of travelers cite social media as travel inspiration source, up sharply from 2022; 59% use social for booking information.
What the report covers
Expedia Group's 2025 Traveler Value Index surveyed 11,000 consumers across 11 markets (Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, UK, US) to track shifts in traveler priorities and booking behavior since 2023. The research examines travel importance, trip motivations, budget allocation, inflation impact, preferred amenities, trust factors, and social media influence on travel decisions.
Key findings
Travel's strategic importance has grown: 50% of respondents now value travel more than five years ago, up from 46% in July 2022, with 57% of under-40s reporting stronger importance. This mindset shift translates to measurable behavior: 88% plan leisure travel in the coming 12 months versus 79% in July 2022, and average intended trip frequency has risen to 2.88 trips from 2.05 in July 2022. International appetite has surged to 68%, a 19-point gain since December 2021–July 2022, led by China (87%), UK (77%), and Germany (72%).
Budget allocation reflects distribution across multiple trips rather than single large vacations: 51% of consumers are increasing overall travel budgets, yet 58% anticipate stricter price consciousness and only 9% plan to be less cost-conscious. Inflation remains the dominant concern, cited by 44% as impacting 2025 travel plans, particularly in Brazil (64%), Australia (63%), Canada (60%), and the US (55%). Environmental concerns now factor for 27% of respondents, rising to 33% for under-40s.
The definition of value has fundamentally shifted beyond lowest price: reviews now hold equivalent weight to price when booking accommodations and activities. 76% would pay more for hotels with superior reviews (25% substantially more), and 75% would pay more for vacation rentals with better reviews (24% considerably more). Younger travelers (under 40) show stronger review preference: 80% for hotels, 79% for vacation rentals. 85% would be more likely to book accommodations with proven consistency in delivering positive experiences, with 39% considerably more likely.
Flexibility and assurance mechanisms rank as top values alongside cost: ability to cancel with full refund and flexible change policies remain top priorities. Most-demanded hotel amenities are high-speed Wi-Fi (55%), restaurants (50%), and parking (45%). For vacation rentals: high-speed Wi-Fi (51%), AC/heat (53%), and cleaning (46%). Promotional appeal varies by product: early booking discounts lead for hotels (45%) and vacation rentals (47%), while complimentary add-ons lead for air and activities (48%).
Social media influence on travel inspiration and booking behavior has surged: 61% cite social media as inspiration source, a substantial increase from 2022. 71% of under-40s use social media for inspiration. Social media is now a booking information source for 59% of travelers, up from 32% in July 2022. Family and friends' accounts (30%), travel influencers (28%), and brand accounts (25%) drive discovery. Entertainment-inspired travel has grown to 32% from 25% in 2022, with shows like Yellowstone, The Traitors, and One Piece generating measurable destination interest.
Key numbers
| Metric | Value |
|---|---|
| Consumers saying travel is more important now than five years ago | 50% |
| Consumers planning leisure travel in next 12 months | 88% |
| Average number of trips planned in next 12 months | 2.88 trips |
| Consumers likely to book or have booked international trip in next 12 months | 68% |
| Consumers who would pay more for hotels with better reviews | 76% |
| Consumers citing inflation as factor impacting travel plans | 44% |
| Consumers citing social media as travel inspiration source | 61% |
| Consumers using social media to research where to book travel | 59% |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Entertainment content and social media now drive destination discovery. 32% of travelers cite entertainment sources (TV, film, streaming) for inspiration; under-40s heavily favor social channels (71%). DMOs must secure entertainment partnerships, curate user-generated content, and optimize for social and set-jetting trends to capture growing travel pools influenced by cultural and media narratives.
Hotels & hospitality
Guest reviews and consistency now command pricing power equal to lowest-price offers. 76% of bookers pay premiums for better reviews; younger guests (80%) show even stronger preferences. High-speed Wi-Fi, restaurants, and parking are most-demanded amenities. Properties must prioritize review generation, consistent service delivery, flexible cancellation policies, and reliable infrastructure to justify rate premiums in price-conscious markets.
Travel tech & distribution
Promotion strategy must differentiate by product type: early booking discounts for accommodation; add-ons for flights and activities; packages appeal to 50% of searchers. Loyalty discounts attract frequent planners (3+ trips). Real-time market insights on flight demand and package share are critical. Social commerce integration and entertainment partnership capabilities increasingly influence consumer path-to-purchase and booking location decisions.
Methodology and limits
Custom online survey conducted by Expedia Group in partnership with Wakefield Research. Sample: 11,000 consumers across 11 key global markets during February–March 2025. The 2025 edition revisits themes from the 2023 Traveler Value Index to enable comparison. Comparison points also reference July 2022 and December 2021 data from prior Expedia research. Brief reflects publicly available summary and PDF content; full market-level breakdowns may exist in complete report.
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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