The past five years have been a whirlwind for the travel industry. From the pandemic shutdowns and “revenge travel" to stability's return and now new challenges, the journey has been anything but smooth.

​

The way people now think about travel has changed in profound ways. Travelers today are making decisions with new priorities, shifting values, and fresh perspectives that continue to shape the industry.

​

To better understand these changes, we partnered with Wakefield Research to revisit our 2023 Traveler Value Index to gather timely and fresh insight of today's travelers and their plans for tomorrow.

​

Read on to understand how consumers are planning for travel for the next 12 months and what influences are impacting their travel decisions.

​

Inside the data

​

To give detailed insight into global travel, we analyzed data from 11,000 consumers across 11 key markets. This is not just a snapshot in time. By revisiting insights from the 2023 Traveler Value Index, we’re able to see changes in traveler sentiment, behaviors, and booking preferences over the past few years.

​

• 11,000 consumer study
• Across 11 markets (Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, UK, US)

• Travel is more important than ever
• Price is critical but it's not everything
• Trust and consistency change the game
• The impact of social media is surging
• Travel booking is evolving
• How to take action