Travellers shift priorities in 2025: What matters most now?
While price remains a key factor—especially for Australians, Canadians, and Americans—trust is emerging as equally critical.
New research from Expedia Group reveals a striking evolution in global travel behaviour, with social media influence, loyalty programs, and a renewed sense of value shaping how travellers plan their trips in 2025.
According to the 2025 Traveller Value Index, travel remains firmly on the agenda for most. Despite economic and geopolitical uncertainties, 88 percent of global consumers say they plan to take a leisure trip in the next year, and international travel is making a strong comeback—up 19 percent since 2022.
“Understanding how traveller values are shifting has never been more important,” said Greg Schulze, Chief Commercial Officer at Expedia Group. “What’s clear is that travel continues to play a central role in people’s lives.”
One of the report’s standout findings is the growing influence of social media and online voices. Sixty-one percent of consumers now turn to social media for travel inspiration, while 73 percent say influencer recommendations have directly influenced their booking decisions. This is especially true for travellers under 40, with 84 percent saying influencers swayed their plans.
While price remains a key factor—especially for Australians, Canadians, and Americans—trust is emerging as equally critical.
Around 75 percent of travellers say they’re willing to pay more for accommodation with better reviews. For hotels and holiday parks, this presents a clear call to invest in both guest satisfaction and reputation management.
Loyalty is another area where expectations are shifting. The study found that 83 percent of respondents want to use loyalty points for travel, and 82 percent are open to booking through non-travel rewards programs like credit cards or retailers.
Flexible travel is also rising in popularity. From ‘bleisure’ trips to ‘flexcations’, people are blending work and leisure more than ever—particularly those under 40 who favour remote work arrangements.
Expedia Group’s research, based on a global survey of over 11,000 adults across 11 markets including Australia, offers key insights for accommodation providers aiming to align with evolving traveller expectations. The message is clear: Trust, flexibility, and digital engagement aren’t optional—they’re the new essentials.
For the full report and business takeaways, visit Expedia Group Insights.
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