Medallia’s 2024 market research explores how consumers perceive value across industries. Amid inflation, 68% of consumers feel pressure to find the best deals, and 59% research prices before purchasing. Despite this price sensitivity, 88% of airline, 78% of hotel, and 62% of retail customers would have spent more for the same experience. While many favor the cheapest option—especially in retail and airlines—quality, convenience, and service remain strong motivators for spending more. Younger generations are more likely to equate higher prices with better value. Consumers also prefer transparent pricing over add-on charges and dislike misleading deals.

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