Hotels
Vacation rentals
Airlines
Destinations
Travel agencies
Cruises
Car rentals
Financial institutions
Activities
Learn about evolving values and how your business can attract travelers.
TRAVELER RESEARCH
2025 Traveler Value Index
Our global research provides insight into the latest travel industry trends – how consumers are planning for travel, their values when booking, and the evolving influences impacting their decisions.
Inside the data
We conducted a custom survey with Wakefield Research, revisiting our 2023 Traveler Value Index to understand shifts in traveler preferences and values, as well as emerging influences impacting decision making.
11K
survey respondents*
11
global markets
Inside the research
The past five years have been a whirlwind for the travel industry – making it essential, now more than ever, to fully understand what travelers care about and what is influencing them. Our research provides insights into current traveler values and actionable recommendations on how to navigate the ever-changing travel landscape.
What's fueling and impacting travel?
Plans, motivations, and impacts surrounding travel have all shifted. Learn about how travelers are thinking about trips in the next 12 months and how your business should adapt.
Evolving traveler values
What people care about when booking travel has changed. Find out what is most important to travelers when choosing who to book with and how you can stand out.
Emerging traveler influences
New technologies and information sources are impacting how travelers are inspired and even where they’re looking to book travel. Discover the best opportunities to show up where travelers are.
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*All data on page is from Expedia Group, Traveler Value Index, 2025