Social Media's growing influence on travel planning and booking
From inspiration to booking, social media is transforming the travel industry - reshaping how younger travelers discover and purchase experiences
A Skift Research study highlights the growing role of social media in travel planning and booking, especially among Gen Z and Millennials. Social media has surpassed traditional travel websites and review platforms as a primary source of inspiration, with Instagram and YouTube leading the way. In addition, social media is moving beyond inspiration to become a trusted platform for booking travel experiences, particularly among younger travelers.
Key takeaways
- Social media as a key travel influencer: Platforms such as Instagram and YouTube are now the top source of travel inspiration, surpassing traditional media and review sites;
- Booking via social media gains trust: 57% of travelers are comfortable booking high-priced travel activities via social media, indicating growing trust in these platforms;
- Generational divide in adoption: Younger travelers (18-34) are most open to booking via social media, while middle-aged groups (35-54) have mixed opinions and older travelers (55+) remain hesitant;
- Brands are adapting to this shift: Companies like Klook are integrating direct booking capabilities into social media platforms like TikTok to capitalize on this trend.
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