Canadian travel habits are shifting, new Expedia survey says

Expedia Group’s latest research reveals significant shifts in how travellers plan and book travel compared to previous years, including a surge in social media influence and the impact of trust.

Drawing on insights from more than 11,000 consumers across 11 global markets, the 2025 Traveller Value Index offers a valuable roadmap for travel brands seeking to meet evolving expectations.

“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 Greg Schulze, chief commercial officer at Expedia Group. “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 travellers turn their journeys into lasting memories.”

2025 Traveller Value Index key findings:

• Travel importance remains high.
  • With 50% of consumers saying it is 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, travellers 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 travellers are willing to pay more for lodging with better reviews, underscoring the importance of confidence and reliability in their choices.
• Travellers 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 travellers 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 travellers, with 80% willing to pay more for lodging with better reviews.
• Air travel priorities vary: while affordability is most important across many regions, travellers 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 Canada, Australia, and the U.S. – but for those under 40, positive reviews are nearly as influential in decision-making.
• Finally, younger travellers, particularly under 40, are more heavily swayed by social media; 84% report that influencer recommendations have impacted their booking choices.