"Vacations are no longer purchases travelers sit down at their computer to complete; instead, they are transitioning to being planned and booked in the palm of their hands. Since becoming a pillar of everyday life, social media has been inspiring users on where to go next. A 2023 study by American Express showed that 75% of travelers across generations state social media as their main inspiration source for trips."
"Gen Z's preferred platform remains TikTok, despite the app having its pros and cons when it comes to vacation planning. In its 2024 edition, StudentUniverse's State of Student Youth Travel report revealed that 89% of survey respondents have used the short-form video platform to discover destinations and activities. Of that group, 40% booked a vacation after seeing something they liked. YouTube comes in close second in influencing travel trends among young people."
"Social platforms now have built-in buying features that allow for seamless purchasing. See something you like? You can fill that want with just a few taps. Despite these features being introduced as early as 2017 and updated since to further streamline in-app purchases, travel brands and airlines have struggled to take full advantage of these new potential lead channels, continuing to focus on promoting deals instead of inspiring travelers to commit to a trip."
Social media now primarily inspires travel choices and enables mobile planning and booking. Seventy-five percent of travelers across generations cite social media as their main inspiration source. Gen Z favors TikTok, with 89% using it to discover destinations and activities and 40% booking trips after seeing content. YouTube closely follows in influence among young people. Travelers previously used magazines and travel agents, but modern users prioritize minimal friction and integrated booking. Social platforms offer built-in buying features since 2017, yet many travel brands and airlines still focus on promoting deals rather than converting inspiration into bookings.
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