Data-Driven Travel Research & Insights: Informing Partner Strategies for Today's Travelers
At a glance
- Expedia Group processes 12 million average daily visitors across its travel brands and apps, providing first-party data on traveler behaviour.
- The platform records over 1 billion average searches per month, capturing evolving traveler intent and booking patterns.
- 1.25 billion trips were booked through Expedia Group over the past decade, enabling analysis of long-term travel trends.
- Research covers shifting traveler mindset, planning behaviour, booking values, and external influences on travel decisions.
- Recent studies focus on sports tourism growth in 2025 and the effectiveness of AI-driven content and ad formats in driving bookings.
What the report covers
Expedia Group publishes ongoing research synthesising first-party traveler data to help travel industry partners—including hotels, airlines, destinations, and travel agencies—understand consumer intent and refine marketing strategy. The research draws on proprietary data from Expedia Group's ecosystem of travel brands, covering global traveler behaviour, booking trends, and emerging segments such as sports tourism. Reports are released quarterly and supported by case studies of partner success.
Key findings
Expedia Group operates a data infrastructure capturing 12 million daily visitors and over 1 billion monthly searches across its portfolio, according to the report. This volume of first-party data provides partners with granular insight into how consumers plan travel, select suppliers, and respond to marketing. The platform synthesises these signals into actionable trend analyses and market-specific recommendations for optimisation of campaigns and business strategy.
The report emphasises shifting traveler mindset and decision-making. Research explores how consumers prioritise value when booking, how external factors influence travel choices, and how planning behaviour is evolving. This intelligence is framed as critical for partners seeking to align product, pricing, and messaging with current demand drivers rather than historical assumptions.
Sports tourism emerges as a redefined travel category in 2025, according to recent research cited in the report. A dedicated study examines how sports tourism is reshaping travel demand and positioning guidance for partners seeking to capitalise on this growth segment. The report does not provide quantified growth figures for this category in the publicly available summary.
Content and advertising effectiveness have shifted with the rise of AI-generated content. Expedia Group Advertising research identifies which ad formats and creative elements drive bookings, addressing partner uncertainty about how to allocate budgets in an AI-rich environment. Findings are summarised as 'cracking the code' on content resonance, though specific performance metrics are not disclosed in the public summary.
The report highlights complexity in hotel rate-setting and revenue management, acknowledging that missing revenue often correlates with rate mysteries and opacity in pricing logic. This signals that partners face challenges in pricing optimisation and suggests Expedia Group research addresses how clearer rate narratives and data-driven strategies can unlock revenue. Specific case studies or quantified improvements are not detailed in the publicly available material.
Key numbers
| Metric | Value |
|---|---|
| Average daily visitors across Expedia Group sites and apps | 12 million |
| Average searches per month across Expedia Group platform | 1 billion+ |
| Cumulative trips booked through Expedia Group | 1.25 billion+ |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Destination marketing organisations can leverage Expedia Group's quarterly traveler insights to align tourism campaigns with evolving consumer priorities, emerging segments (e.g. sports tourism), and booking behaviour shifts. First-party data on planning and decision-making helps DMOs position destinations competitively and refine marketing spend allocation to high-intent audiences.
Hotels & hospitality
Hotels gain access to market-specific recommendations on rate strategy, revenue management, and content effectiveness derived from billions of transactions. Understanding traveler values, booking patterns, and response to advertising formats enables hoteliers to optimise pricing, messaging, and distribution strategy to compete effectively and recover revenue leakage.
Travel tech & distribution
Distribution and technology partners benefit from Expedia Group's first-party data on traveler intent, search behaviour, and booking drivers. Quarterly insights inform product development, affiliate strategy, and advertising efficacy, enabling partners to align inventory, pricing, and marketing with real-time demand signals and emerging travel categories.
Methodology and limits
This brief is based on the publicly available summary page only; the full research reports are not included in the source text. Expedia Group synthesises data from 12 million daily visitors, 1+ billion monthly searches, and 1.25 billion historical trips across its travel brands. Research is released quarterly and accompanied by blog posts, case studies, and whitepapers. Specific sampling methodology, statistical confidence intervals, and detailed forecasting models are not disclosed in the public summary.
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.
Check the official statistics on Pulse
Related reports
Expedia Group's Unpack '26 report reveals that travellers in 2026 are prioritising experiences reflecting personal identity and passions, moving beyond traditional destination selection.
Expedia Group's 2025 Traveller Value Index reveals 88% of consumers planning leisure trips and 68% targeting international bookings in the next 12 months—significantly higher than 2022.
Expedia Group's Unpack '24 report forecasts major travel trends for 2024 using 70 petabytes of platform data and a 20,000-respondent global survey. Set-jetting—travel inspired by television and film—dominates, with over half of travellers having booked screen-influenced trips.
Expedia Group's 2023 Traveler Value Index reveals that travel has re-established itself as a consumer priority post-pandemic, with 11,000 travellers and 1,100 industry professionals contributing insights across 11 markets.