As the tourism industry adapts to new realities, travelers’ needs and priorities are shifting significantly across regions, as revealed by Expedia Group‘s recent “2025 Traveler Value Index” study. Based on data from 11,000 travelers across 11 countries, the study captures evolving expectations and provides key takeaways for businesses in the sector.
Different markets, different needs
In China, travelers seek contactless experiences, highlighting the ongoing importance of safety and technology.
In Germany, reliability of services and full refund options shape consumer choices.
In contrast, in countries such as France, Italy, Canada, and Australia, price remains the dominant decision factor.
The new generation values reviews
In car rentals, price continues to be important across all markets. However, travelers under 40 give nearly equal weight to online reviews, indicating a shift towards experience assessment through social proof.
What should brands do?
For Greg Schulze, Chief Commercial Officer at Expedia Group, the study’s findings are revealing:
“Despite challenges, the desire to travel remains strong. Understanding the new values and behaviors is the key to continuing to deliver great experiences to our customers. With the right tools and partnerships, we can weather any storm.”
It becomes clear that companies that quickly adapt to new market demands, investing in flexibility, safety, and personalized experiences, will maintain their competitive advantage in the new era of travel.
