Social media have an evolving role in travel

PHOENIX, AZ. – A new study by Phocuswright, a leading travel industry research firm, reveals that social media has evolved beyond a mere source of travel inspiration.  It’s now a powerful force driving actual bookings and influencing key decisions throughout the traveler’s journey.  The report, titled “F Is for Funnel: Social Media and the Path to Travel Purchase,” uncovers how travelers are increasingly turning to social platforms to not only dream about their next trip but also to plan and book it.

The study found that 65% of travelers who used social media for trip planning made a purchase or visitation decision based on content they encountered.  This influence spans across demographics, with younger travelers, frequent travelers, and those embarking on international trips being particularly susceptible to social media’s sway. Close to three in four international travelers made decisions based on social media content for a recent trip.

Key findings:

• Conversion is king – Nearly two-thirds of travelers under 55 who used social media for trip planning converted, making a purchase or visiting a destination based on their content, along with 53% of over 55s.
• Beyond inspiration – Social media is used for active trip planning, with 39% of converters using them to compare specific options and prices.
• Visual content wins – Images (55%) and short-form video (53%) are the two format types most likely to produce a conversion.
• Authenticity is key – Travelers crave genuine content that showcases real experiences, both positive and negative. User-generated content (UGC) is seen as particularly trustworthy, with an added layer of credibility embedded in content that’s self-posted without any financial stake.
• Multi-platform approach – Travelers use a variety of platforms for trip planning, with Facebook (69%), Instagram (68%) and YouTube (65%) leading the pack, and TikTok (47%) gaining popularity among converters.
• The long game – 54% of converters recalling first viewing the influential content within a month of taking the actual trip, and 82% viewed it within two months of departure.

“The study’s findings highlight a massive opportunity to use social media as a marketing channel,” said Madeline List, Analyst at Phocuswright and author of the report. “Travelers – and not just the young – are actively seeking out information and making decisions based on social media content.  To remain competitive, travel companies should create a strategic social presence of interest-based content, candid collaborations, authentic UGC, smart targeting and an emphasis on priorities over avoidance.”

The Phocuswright study was conducted through an online survey of 1,064 U.S. travelers who had taken at least one leisure trip in the past six months and used social media for trip planning or sharing content.  The survey was fielded between March 29 and April 6, 2024.  In addition to the survey, Phocuswright conducted in-depth interviews with travel brands, marketing agencies, and other ancillary services in social media marketing to gain qualitative insights.

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor’s degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.