The Skift research study reveals that social media plays a crucial role in travel planning, especially among Gen Z and Millennials, surpassing traditional media sources. Instagram and YouTube dominate as preferred platforms. The data indicates a significant trend toward booking travel activities through social media, with 57% of travelers confident in making high-priced bookings. Younger demographics exhibit stronger trust compared to older travelers, highlighting a generational divide in perceptions of social media as a safe transactional platform. Brands like Klook are adapting by incorporating social media booking capabilities to align with this trend.
Social media surpasses traditional sources as the main influence for travel planning, particularly among Gen Z and Millennials, who rely heavily on platforms like Instagram and YouTube.
57% of respondents express comfort with booking high-priced travel activities via social media, indicating a growing trust in these platforms for transactional purposes.
Younger travelers (18-34) show the strongest trust in booking travel via social media, while older demographics remain skeptical, signalling a need for brands to address these concerns.
Klook's partnership with TikTok illustrates how brands are evolving to meet consumer demands, allowing direct bookings on social media, reflecting the changing landscape of travel planning.
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