A new Skift Research report highlights the critical role social media plays in reshaping how people discover and book travel. Platforms like TikTok and Instagram are becoming primary travel search engines, especially among younger travelers who prefer authentic, video-driven content created by influencers. This shift emphasizes the move from traditional advertising to organic, creator-driven recommendations, showcasing a new travel sales funnel that prioritizes trust and immediate engagement over polished marketing approaches. Influencers are now acting as travel agents, curating personalized experiences for their followers.
Social media platforms have evolved into essential tools for travel planning, with younger generations relying on them for authentic travel recommendations and bookings.
As TikTok and Instagram become primary search engines for travel, the influence of creators grows, reshaping how travel content is consumed and acted upon.
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