The Role of Social Media in Travel
The digital age has amplified the power of social media in travel and tourism, transforming how consumers connect with destinations, brands, and communities.
Platforms like Instagram, TikTok, YouTube, and Facebook now guide travellers at every stage of their experience, from initial inspiration and meticulous planning to seamless booking and sharing post-trip memories.
Leading this trend is Generation Z. For this first true generation of digital natives, social media is more than a tool; it’s a way of life. This demographic’s preference for authenticity, interactivity, and tailored experiences has not only defined how they travel, but why.
This shift highlights the increasing need for travel professionals to align with Gen Z’s expectations, with travel and tourism brands embracing these values finding success in fostering loyalty, engagement, and sustainable growth.
Travel industry events are jumping in too, introducing initiatives to connect exhibitors with content creators and extend their reach.
Arabian Travel Market, for example, is launching its first influencer programme in 2025, capitalising on Dubai’s dual status as a global travel and tourism hub and a magnet for content creators, bloggers, and influencers.
Beyond inspiration: from looking to booking
Social media’s role in inspiring travel purchasing decisions is well-documented, with 32% of travellers now relying on social platforms for trip planning, according to Skift. For travel professionals, this presents a significant opportunity to engage potential customers at every stage of their journey, from initial inspiration to final booking.
This trend is particularly evident in the US, where social platforms play a pivotal role in travel decision-making, says Phocuswright:
- 57% of leisure travellers use Instagram, YouTube, and Facebook to research, plan, and share travel experiences
- 62% of travellers make booking decisions based on content they view online, with food, cruises, hotels, and destinations being the categories most positively impacted.
- Furthermore, 72% of travellers attribute their booking decisions to content created by influencers, creators, or bloggers.
Social media’s expanded role in travel, from inspiration to direct booking, is also highlighted by Skift, with more than half of travellers saying they are comfortable booking directly through social platforms. This highlights the growing trust in digital travel solutions and the seamless integration of booking features.
Targeted ads, for example, are connecting billions of potential customers to travel brands, says Skift, with Facebook ads reaching 2.2 billion users, and Instagram and TikTok reaching 1.7 billion and 1.6 billion respectively.
There’s another dimension too: as social platforms expand their e-commerce functionalities, influencers are looking to sell directly through their posts, creating new revenue streams and even deeper connections with consumers. For example, Expedia’s new commission programme empowers influencers to monetise their content while promoting travel experiences and Klook has partnered with TikTok to activate direct in-app bookings for users in Southeast Asia and Japan.
TikTok, it’s Gen Z o’clock
The primary target market for travel professionals leveraging social media marketing is undeniably Generation Z. As true digital natives, these Zoomers have grown up relying on social platforms for inspiration, decision-making, and self-expression, making them a crucial audience for the travel industry.
Among the platforms, TikTok stands out as Gen Z’s “titan for travel inspiration”, according to The State of Student Youth Travel 2024 report. An impressive 89% of this demographic discover new destinations through TikTok, with 60% naming it as their top source of inspiration.
What’s more:
- 88% of Zoomers follow at least one travel influencer on TikTok and 51% follow more than three
- 40% have booked a vacation after looking at content on TikTok
- 70% are likely to use this channel as a trip-planning tool
Short-form videos dominate their preferences, offering an engaging way to capture their attention. Additionally, many Gen Z users have embraced social commerce—two-thirds report being influenced to make a purchase after seeing a social media ad, and 53% actively use in-app “buy” buttons to complete transactions.
With Gen Z’s spending power projected to soar to $12 trillion by 2030, travel brands have every reason to prioritise this tech-savvy, socially driven generation’s preferences.
However, social media in travel marketing is not without its challenges. Negative reviews, misleading information, and the potential for overtourism to be publicised across socials can hinder efforts to build a positive brand image. To navigate these pitfalls, travel brands must actively manage their online presence and foster authentic interactions to preserve trust and credibility.
Social connectivity: the power of communities and UGC
In this context, social connectivity—through online communities, reviews, and user-generated content (UGC)—has become a powerful tool for shaping travel decisions and can also support travel professionals when making recommendations. Platforms such as TripAdvisor, Google Reviews, and niche Facebook groups provide trusted insights that build credibility and stir excitement around travel experiences.
TripAdvisor alone hosts more than 1 billion reviews and boasts 900 million registered users, making it the second most-visited travel and tourism website globally. The platform reports that 79% of travellers read between 6 and 12 reviews before booking a hotel, and just one negative review can deter up to 30 potential customers.
For Gen Z, these digital spaces fulfil their desire for authenticity, credibility, and interaction. This demographic gravitates toward content that feels genuine, transparent, and relatable, reflecting their need for deeper connections online.
This engagement is further emphasised by McKinsey, which notes that digital-native Gen Zers in Asia spend an average of six or more hours daily on their phones, curating online interactions and engaging with communities that share their passions—whether it’s adventure travel, food tourism, or eco-conscious journeys. Alongside this, another key trend reshaping the industry is the rise of Generative AI. According to a recent Skift poll, 36% of travellers find AI tools invaluable for consolidating reviews during their trip planning, streamlining the process and enhancing decision-making.
Personalisation is also key, as Gen Z values data-driven, tailored experiences that align with their sense of individuality, including travel.
How travel brands are leveraging social media’s influence
As the travel and tourism sector increasingly turns to social media to boost business and visitor numbers travel, professionals yet to embrace these platforms risk being left behind.
By studying how leading travel brands are leveraging influencer partnerships, personalised campaigns, and user-generated content (UGC), the industry can adopt strategies to build credibility and loyalty.
Take VisitScotland, for instance. The tourism board is shifting its focus entirely to digital engagement, working with TikTok creators to bring Scottish experiences to life for younger audiences. As part of this strategy, VisitScotland plans to close its 25 visitor centres by 2026, reallocating resources toward content creation on platforms like TikTok, YouTube, Instagram, and its website.
It’s also encouraging travel partners to get involved by providing examples of social media best practices, emphasising authenticity, gripping content, and practical tips.
Source: (emirates.com, 2024)
In the airline industry, Emirates uses social media to connect with targeted communities. In 2024, the airline partnered with Real Madrid for a global campaign aimed at football fans. A playful ad featuring stars like Vinícius Jr. and Rodrygo showed them fulfilling wishes with a snap of their fingers, under the slogan “Make It Better, Fly Better”. This campaign, promoting the carrier’s vast global network, was amplified across Emirates and Real Madrid’s social platforms with focused promotion in markets like Spain, Mexico, and Brazil.
Social media is also empowering brands to build communities through UGC, fostering connection and loyalty. Featuring community generated content makes travellers, and just as importantly, residents, feel valued, boosting satisfaction and engagement. Made in Bern, for example, cultivated a vibrant network of travellers sharing stunning photos of the Bern region, strengthening its appeal and brand loyalty. Similarly, Zuid-Limburg in the Netherlands uses UGC to inspire pride among locals and visitors. The tourist board invites Instagram users to share their best shots, showcasing the region’s historic sights, scenic cycling routes, and tranquil trails. This approach not only highlights Zuid-Limburg’s charm but also strengthens ties with its community while promoting tourism.
Ethical and responsible influence
Encouraging more sustainable and responsible tourism through socials campaigns is another fast-growing trend, with Tourism New Zealand’s Tiaki Promise a standout example. This initiative asks visitors to act as guardians of the land, promoting responsible travel and cultural respect. Through social media and inflight videos, travellers are educated on actions like caring for the environment, driving safely, and avoiding “freedom camping”.
These efforts also guide visitors toward lesser-known destinations, helping to ease the strain on overcrowded hotspots. In a positive shift, influencers—once linked to driving overtourism—are now playing a key role in promoting ethical travel. Campaigns like Cambodia’s Homestay Hero, which highlights rural homestays through local bloggers, empower communities while preserving cultural heritage.
Similarly, the Azores’ Islands of Sustainability campaign uses visually compelling storytelling to attract eco-conscious travellers. Other examples include Botswana, where influencers promote ethical safaris, and Peru, where collaborations with food bloggers spotlight sustainable gastronomy.
Spain’s ‘Accessible Camino’ raises awareness for inclusive and accessible tourism and in Greece, the ‘Island Hopping Collective’ empowers local micro-influencers to showcase remote destinations and community run tourism experiences across the islands.
Some brands are even redefining how influencers engage with audiences. Social travel brand Contiki, for example, partnered with We Are Social on a campaign that challenged influencers to unplug from social media during a trip to Portugal and Spain. “Switch On Social Travel” encouraged travellers to rediscover the joy of being present, forming meaningful relationships and deeper cultural connections.
A new take on world exploration
These examples reveal how social media has fundamentally transformed the travel industry, evolving from an inspiration platform to a dynamic tool for booking, community building, and ethical tourism promotion.
As platforms continue to innovate and Gen Z emerges as a dominant consumer force, the opportunities for travel brands to connect authentically and meaningfully with their audiences are endless. Those who adapt to this rapidly changing landscape will not only thrive but redefine what it means to explore the world.
Top 5 Key Takeaways
- Social Media Drives Travel Decisions: Platforms like TikTok, Instagram, and YouTube are shaping how travellers discover, plan, and book trips, with 72% influenced by social media content.
- Gen Z is Leading the Shift: As digital natives, Gen Z relies heavily on social platforms for travel inspiration, with 89% discovering destinations through TikTok and 40% booking trips after viewing content.
- Community Engagement and UGC Matter: Online communities, reviews, and user-generated content (UGC) are powerful tools in travel decision-making, with platforms like TripAdvisor hosting more than 1 billion reviews.
- Travel Brands Leverage Digital Strategies: Companies are capitalizing on influencer partnerships, UGC, and targeted campaigns to build credibility and engagement, as seen with VisitScotland, Emirates, and regional tourism boards.
- Ethical and Sustainable Travel is Growing: Social media is driving responsible tourism, with initiatives like New Zealand’s Tiaki Promise and influencer campaigns promoting ethical, sustainable, and inclusive travel experiences.