How Social Media Is Shaping Travel Planning and Booking
Skift Take
Key Points
- Social media is now the most influential source for travel inspiration, especially among Gen Z and Millennials.
- A Skift study shows 57% of travelers are comfortable booking high-priced activities directly through social media.
- There is a generational divide in comfort with social media bookings, with younger travelers being more open.
Summary
A Skift research study highlights the growing influence of social media in travel planning and booking, particularly among Gen Z and Millennials. Platforms like Instagram and YouTube lead as sources of inspiration. The study also reveals that a notable portion of travelers are comfortable booking high-priced activities via social media, though there is a generational divide, with younger travelers more open to this trend. Brands like Klook are adapting by integrating booking features directly within social platforms such as TikTok.
A Skift research study confirms the growing trend of planning trips through social media. The data highlights the significant role of social media in shaping travel decisions for Gen Z and Millennials.
Social media platforms are the most influential source of travel inspiration, surpassing official travel websites, review platforms, and traditional media. Among social media channels, Instagram and YouTube are the most widely used across different countries, followed by Facebook and TikTok.
Social Media as a Booking Platform
Beyond inspiration, social media is evolving into a trusted transactional platform for booking travel experiences. Skift Research conducted in October 2024 reveals that a significant portion of travelers are open to booking high-priced activities directly through social media platforms.
A combined 57% of respondents express comfort with making such bookings, indicating a growing trust in social media as a transactional platform for travel experiences.
Meanwhile, 30% remain neutral, suggesting they might be open to the idea but are not fully convinced. Only 14% show resistance, highlighting that concerns still exist but are not dominant.
Generational Divide in Social Media-Based Travel Bookings
An age-based analysis reveals a generational divide in comfort with booking high-priced activities via social media.
Younger travelers (18-34) are the most open, with high levels of agreement, indicating strong trust in these platforms. Middle-aged groups (35-54) show mixed opinions, with increasing skepticism. Older travelers (55+) are the least engaged, with most remaining neutral or disagreeing.
This suggests that social media is an effective booking channel for younger demographics, while businesses may need to build trust among older travelers.
The Rise of Social Media-Driven Transactions
Recognizing this shift, brands are adapting. Klook’s partnership with TikTok allows users to book experiences directly within the platform. Klook's "Kreator" influencer program is expanding booking capabilities across multiple platforms, including its newly integrated TikTok booking feature.
Photo Credit: Ads that take you places Adobe Stock / Viktor
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