Travel remains a top priority in 2025, but how people plan and book their trips is undergoing a major shift. According to Expedia Group’s newly released Traveller Value Index, global travellers are turning to social media for inspiration, valuing trust and reviews more than ever, and showing a growing interest in loyalty programs that extend beyond traditional travel offerings.
Drawing on feedback from over 11,000 consumers across 11 global markets, the annual report provides an in-depth look at changing traveller behaviours and offers key insights for brands looking to adapt in a competitive and rapidly evolving industry.
Leisure travel holds strong amid uncertainty
Despite ongoing economic and geopolitical uncertainty, the appetite for travel remains robust. A striking 88 per cent of global consumers plan to take a leisure trip within the next 12 months, while 68 per cent are eyeing international travel — a 19 per cent increase since 2022.
Half of all travellers surveyed said travel is more important now than it was five years ago. Emerging trends like “bleisure” and “flexcations”, which combine work and leisure, are especially popular among younger travellers under 40.
Social media becomes a primary influence
The report reveals a dramatic rise in the use of social media for travel inspiration. Over 60% of respondents now turn to platforms for trip ideas, up from 35 per cent in 2022. Moreover, 73 per cent say influencer recommendations have influenced their booking decisions — and this figure climbs to 84 per cent among travellers under 40.
These shifts highlight the growing power of peer-driven content and the role of digital influencers in shaping travel preferences, particularly for accommodation, activities, and experiences.
Price and trust lead booking priorities
While affordability remains a central factor — with 58 per cent of consumers expecting to be more price-conscious in the coming year — trust is emerging as equally critical. Three-quarters of travellers are willing to pay more for accommodation with higher ratings and better reviews, suggesting that confidence in the experience is just as important as the cost.
Positive reviews are especially valued by younger consumers, 80 per cent of whom are open to paying more for better-reviewed lodging.
Loyalty programs expand their reach
Loyalty continues to be a major driver of travel bookings. The index shows that 83% of travellers want to use loyalty points for travel, and 82 per cent are open to booking through non-travel programs such as credit cards and retailers. This shift is expanding the definition of travel loyalty and presenting new opportunities for cross-industry partnerships.
Regional insights also revealed varying travel preferences: Chinese travellers prioritise contactless experiences, Germans seek flexible refunds, and Australians continue to put price front and centre — particularly for car rentals.
