SEATTLE — Expedia Group says its just -released Traveller Value Index 2025 reveals significant shifts in how travellers plan and book their trips compared to previous years.
The company says this year’s findings highlight the growing influence of social media and the critical role of trust in travel decisions.
Here’s a look at some of the report’s findings specific to Canada.
Price Sensitivity
Canadians are notably more price-sensitive than their global counterparts. When it comes to booking values, price is a bigger factor for Canadians across all travel types …
- Hotels: 29% of Canadians consider low pricing the top value
- Vacation Rentals: 33% prioritize low pricing
- Air Travel: 37% see price as the most important factor
- Cruises: 33% value low pricing the most
- Car Rentals: 40% prioritize affordability
- Tours/Activities: 36% consider price the top value
Impact of Inflation
A significant 60% of Canadians report that inflation is impacting their travel plans for the next 12 months, compared to the global average of 44%.
Loyalty Programs
Canadians show a strong preference for loyalty programs …
- 77% would book travel through a non-travel loyalty program if they could earn points for it, compared to the global average of 68%
- 74% are most interested in redeeming loyalty points for travel
Globally, the Traveller Value Index 2025 research shows that travel remains a top priority, with 88% of global consumers in global markets surveyed planning a leisure trip in the next year, and 68% aiming to book international travel — up 19% since 2022.
The study surveyed 11,000 nationally representative adults aged 18+ across 11 key markets – Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the UK, and the U.S – via an online survey Feb. 14 – March 3.
Other global stats from the survey included: over 60% of travellers now turn to social media for inspiration; 73% say influencer recommendations have influenced their booking decisions; younger travellers, particularly under 40, are more heavily swayed by social media, with 84% reporting that influencer recommendations have impacted their booking choices.
The Traveller Value Index 2025 also shows that while price remains a key factor globally, with 58% of consumers expecting to be more price-conscious in the next 12 months, trust is just as vital. Sone three-quarters of travellers says they’re willing to pay more for lodging with better reviews.
“In today’s climate of economic and geopolitical uncertainty, understanding how travellers’ plans, preferences, and values are shifting has never been more important. What’s clear from this year’s data is that, despite these changes, the desire to travel remains a fundamental part of everyone’s lives,” said Expedia Group’s CCO, Greg Schulze.
