Expedia Group's 2025 Traveler Value Index signals a shift in consumer priorities.
New research is shedding light on how travel consumer's preferences and priorities have been evolving this year. Included in these findings are significant shifts in how travelers plan and book travel compared to previous years, including a surge in social media influence and the impact of trust.
According to Expedia Group's 2025 Traveler Value Index, travel remains a top priority, with 88% of global consumers planning a leisure trip in the next year, and 68% aiming to book international travel—up 19% since 2022.
"In today's climate of economic and geopolitical uncertainty, understanding how travelers' 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," Expedia Group Chief Commercial Officer Greg Schulze said in a press release. "At Expedia Group, we provide partners with the insights and tools they need to meet these changing expectations and create exceptional experiences. Together, we can withstand any storm and help travelers turn their journeys into lasting memories."
Below are some key insights from the research.
TRAVEL IMPORTANCE REMAINS HIGH:
- With 50% of consumers saying it's more vital now than five years ago—highlighting travel's essential role in personal fulfillment.
- Despite ongoing uncertainties, 88% plan to take a leisure trip in the next 12 months, and two-thirds (68%) are likely to book international travel—a 19% increase since 2022.
- Additionally, travelers are increasingly embracing flexcations and bleisure trips, blending work and leisure to meet their evolving needs.
PRICE IS CRITICAL, BUT TRUST IS ESSENTIAL TOO:
- Price remains a key factor, with 58% of consumers expecting to be more price-conscious in the next 12 months.
- However, trust is just as vital—three-quarters of travelers are willing to pay more for lodging with better reviews, underscoring the importance of confidence and reliability in their choices.
TRAVELERS ARE INCREASINGLY TURNING TO SOCIAL MEDIA FOR TRIP INSPIRATION:
- Over half (61%) now find trip ideas on platforms, up from 35% in 2022.
- Additionally, 73% say influencer recommendations have influenced their decision to book a trip or travel component, emphasizing the growing importance of trustworthy, peer-driven insights.
THE DESIRE TO BOOK TRAVEL THROUGH LOYALTY PROGRAMS CONTINUES TO GROW:
- 83% of travelers consider travel their top category for redeeming loyalty points, while 82% are interested in booking travel through loyalty programs outside of the travel industry, such as credit cards or retailers, highlighting the expanding influence of non-travel loyalty rewards.
NOTABLE REGIONAL AND GENERATIONAL DIFFERENCES EMERGE FROM THE RESEARCH:
- Consumers in China (87%), the UK (77%), and Germany (72%) are more likely to plan international trips within the next 12 months. Meanwhile, those under 40 show a stronger preference for blending work and leisure, often opting for bleisure and flexcation trips.
- For hotels, vacation rentals, activities, and cruises, positive reviews are a key decision factor—particularly for younger travelers, with 80% willing to pay more for lodging with better reviews.
- Air travel priorities vary: while affordability is most important across many regions, travelers in China seek contactless experiences, and those in Germany value full refunds the most. Canadians, Australians, French, and Italians also rank price as the leading consideration.
- Price remains the dominant factor for car rentals worldwide—especially in the U.S., Canada, and Australia—but for those under 40, positive reviews are nearly as influential in decision-making.
- Finally, younger travelers, particularly under 40, are more heavily swayed by social media; 84% report that influencer recommendations have impacted their booking choices.
Learn more and download the full report at Expedia Group.
Courtesy of Groups Today.
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Passengers can now keep their shoes on at TSA security checkpoints.
Have you heard? The days of removing your shoes to go through airport security for all travelers is officially over. The Department of Homeland Security recently announced a new policy which allows passengers traveling through domestic airports to keep their shoes on while passing through security screening at TSA checkpoints.
The DHS says the policy, which went into effect immediately, will increase hospitality for travelers and streamline the TSA security checkpoint process, leading to lower wait times.
"Ending the 'Shoes-Off' policy is the latest effort DHS is implementing to modernize and enhance traveler experience across our nation's airports," said Homeland Security Secretary Kristi Noem. "We expect this change will drastically decrease passenger wait times at our TSA checkpoints, leading to a more pleasant and efficient passenger experience."
Noem continued to explain that security remains a top priority, and that thanks to cutting-edge technological advancements and multi-layered security approach, DHS is confident they can implement this change while maintaining the highest security standards.
Other aspects of TSA's layered security approach will still apply during the TSA checkpoint process. For example, passengers subject must still clear identity verification, Secure Flight vetting, and other processes.
Ending the "Shoes-Off" policy is the latest in a series of changes DHS has implemented since the Trump administration entered office. On July 2nd, TSA announced its "Serve with Honor, Travel with Ease" program which provides special benefits to uniformed service members and their families, including a TSA PreCheck enrollment discount and expedited access lanes at select airports. In May, TSA began implementation of REAL ID at airport checkpoints, which has seen a 94% compliance rate and has led to what DHS says is a more efficient security process.
Courtesy of Groups Today.
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The Greater Merrimack Valley Convention and Visitors Bureau (GMV CVB), one of the 16 designated tourism districts in Massachusetts, has announced a new name for the organization and new branding, transitioning to be known as Revolutionary Valley.
The announcement was made in early June at the 2025 Annual Conference on Tourism at the Hilton Garden Inn in Tewksbury.
The GMV CVB was first formed in 1992 in the city of Lowell, under the name of Revolutions and Textiles in the Merrimack Valley Convention & Visitors Bureau, operating under the direction of the Massachusetts Office of Travel and Tourism (MOTT). While the organization has gone through many changes over the years, this announcement marks first major direction shift in its 33-year history—an update that's long overdue, according to Executive Director Brian Bradbury.
Named Executive Director in the summer of 2024, Bradbury was the one who made the official announcement.
"We recognized that the Greater Merrimack Valley Convention and Visitors Bureau has not accurately showcased the spirit and depth of the region, as well as its actual footprint," Bradbury said. "The Merrimack Valley itself extends further north and east, including into New Hampshire and the GMV CVB has never been properly aligned to represent this region."
Now known as Revolutionary Valley, the tourism district encompasses 21 cities and towns, including Acton, Bedford, Billerica, Burlington, Boxborough, Carlisle, Chelmsford, Concord, Dunstable, Dracut, Littleton, Lexington, Lincoln, Lowell, Maynard, Stow, Tewksbury, Tyngsborough, Wilmington, Westford, and Woburn.
"This is a region rich in Revolutionary history, from the American Revolution that began in Lexington and Concord to the Industrial Revolution in Lowell, and all of major movements that shaped our nation, including the literary revolution of Emerson, Alcott, and Thoreau, carried forward by Poe and Kerouac, to the cultural revolution, music revolution, agricultural revolution, art revolution, technological and Innovation revolution, and so much more," Bradbury continued. "Leaning into our continued history of pushing the envelope and continually pushing forward with change is an identity we want the world to experience first-hand."
In the spirit of Revolutionary change, the tourism organization recently moved its office and is in the process of opening a new visitor center in downtown Lowell. New staff was also brought on earlier this year, with Vanessa Hayward named as Deputy Director and Christa Lamb named Director of Media and Communications, joining Christina Hannigan who is remaining as Director of Finances. The organization also recently announced the launch of a new Ambassador program, looking to bring on at least two representatives from each of the 21 cities and towns in their footprint to help better represent and support each community.
"We will ensure that all 21 cities and towns in our region feel the impact of being supported and represented by our organization and thus will feel the economic impact from increased tourist and visitor traffic," said Bradbury.
Later this year, with the help of their agency, a new website will be unveiled that will highlight the region and all of its history, beauty and splendor that make it a "must-experience" bucket list destination for all.
"We expect that it will take several months for us to all of the pieces in place that we're working on with our partners, to re-launch our tourism district with an exciting new direction," Bradbury added.
Learn more at Revolutionary Valley.
Courtesy of Groups Today.
Photo courtesy of Revolutionary Valley.
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Global Travel Alliance, a leader in educational and group travel experiences, has announced the appointment of Steve Maehl as its new President.
With over two decades of dedication to the student travel industry and more than 20 years of service at Global Travel Alliance, Maehl brings exceptional leadership, experience, and passion for transformative travel.
"Steve has been part of Global Travel Alliance since our earliest days, helping build our mission of inspiring and educating through travel. His appointment as President is a testament to his unwavering commitment to our partners, travelers, and team," said Ethan Screnock, Partner at Global Travel Alliance.
Maehl joined Global Travel Alliance in July 2004 as one of its founding team members. Over the years, he's held multiple leadership roles, including most recently, Executive Vice President, where he oversaw all aspects of trip planning, customer service, and partner relations. His tenure has been marked by a focus on safety, quality, and memorable educational experiences for thousands of students and travelers.
In addition to his work with Global Travel Alliance, Maehl is widely respected throughout the student travel community, having served as President of the Student & Youth Travel Association (SYTA), as well as, serving on both the SYTA Board of Directors and Board of Trustees for the SYTA Youth Foundation. His industry involvement has advanced best practices and raised the bar for student travel safety and quality. Maehl was instrumental in the development of an international program of standards for tour operators, the Certified Student Travel Organization (CSTO) and led Global Travel Alliance to be the first CSTO company in the world.
Maehl holds a strong belief in travel as education and is known for fostering relationships built on trust and integrity. His vision for Global Travel Alliance emphasizes innovation, partnership, and delivering exceptional value to educators, group leaders, and travelers alike.
"I'm honored to serve as President of Global Travel Alliance," Maehl said. "Travel has the power to build bridges and change lives, and I look forward to working with our incredible team and partners to continue delivering safe, enriching, and unforgettable journeys."
Global Travel Alliance remains committed to its mission of opening minds and hearts through transformative travel, and Maehl's leadership promises to usher in an exciting new chapter of growth and service.
For more information about Global Travel Alliance, visit Global Travel Alliance.
Courtesy of Groups Today.
Photo courtesy of Global Travel Alliance.
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