50% of consumers believe that travel is more important today than it was five years ago. The need for personal fulfillment, the escape from everyday life, and the possibilities for combining work and leisure – through so-called “flexcations” and “bleisure trips” – are transforming the concept of tourism, especially for younger generations.

The research records a remarkable shift in the source of inspiration for travelers. More than 6 in 10 consumers (61%) now use social media to get ideas for destinations and experiences – more than double the percentage compared to 2022 (35%).

Even more decisive is the influence of influencers: 73% state that they have been influenced by relevant suggestions when making a travel decision, while this percentage reaches 84% ​​among travelers under 40. The phenomenon highlights the need for tourism businesses to invest in authentic, peer-driven content and a digital presence.

Loyalty programs remain a key booking and retention tool. 83% of consumers say they want to redeem points for travel, while 82% are interested in booking through non-travel loyalty programs, such as credit cards or retailers.

Expanding redemption options beyond the narrow travel services sector opens up new opportunities for partnerships between retailers and travel providers.

Despite increasing cost concerns, price is not the only determining factor. 58% say they will be more careful with their spending in the next 12 months, but 75% are willing to pay more for accommodations with better reviews.

Younger ages in particular attach great importance to the trust that reviews inspire: 80% of those under 40 say they prefer to pay more if the accommodation has positive reviews.

The research shows notable differences by geography and age:

Travelers from China (87%), the UK (77%), and Germany (72%) are more positive about international travel.
Consumers under 40 prefer bleisure, expect technology-enabled experiences, and are more influenced by social media.
In air travel, priorities vary: the Chinese seek contactless experiences, Germans focus on flexible cancellations, while Canadians, Australians, French, and Italians emphasize price.
In car rental, price is a determining factor internationally, but younger consumers show increasing interest in user reviews.

The findings of the survey create a new “map” for the travel industry. Professionals must respond to changing expectations by investing in:

As Greg Schulze, Chief Commercial Officer of Expedia Group, said, “Despite the challenges, the desire to travel has not waned. With the right information and the right tools, we can create unforgettable experiences for travelers and strengthen the resilience of the tourism sector.”

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