The way we dream, plan and book trips has transformed. In 2025, travelers don’t start with a search engine, they start with a scroll. Social media is now the world’s most powerful travel agent, and the behavior of Gen Z and Millennials is shaping the future of tourism. Let’s dive into the current travel trends and behaviors of social media users.
With 75% of travelers turning to social media for inspiration, and younger generations set to account 80% of global travel spend, brands that embrace creator-led and video-first strategies will drive bookings and loyalty.
The 2025 traveler: Key shifts in behavior
– Blended travel: Combining domestic escapes with international adventures.
– Sports tourism boom: A 20% rise in fans traveling to events
– Digital nomads: 30% of Gen Z & Millennials plan to work remotely while traveling.
– Fresh destinations: Growing demand for hidden gems and detour spots.
– Smart luxury: Cost-conscious but willing to invest in premium experiences.
Travel trend discovery: Where inspiration happens
Social Media leads the way
Platforms like TikTok, Instagram and Youtube are the #1 source of travel discovery.
Creators as guides
Travelers trust influencers over brands when undecided. Gen Z is 34% more likely to book a trip based on creator content.
Short-form video converts
Packing habits, destination guides and daily vlogs on Reels and TikTok drive real-time decision making and inspire bookings.
#traveltok – where travel meets community
TikTok has redefined how we discover, plan and share travels. From immersive videos that spotlight lesser-known destinations to packing habits and transport advice. TikTok has become a vital source of knowledge and inspiration when it comes to exploring the world.
Travel content views on TikTok are up 410% since 2021, driven by a craving for authenticity, creativity and connection. It’s more than inspiration, it’s a personalized, geo-targeted travel engine.
- 72% of TikTok users say it’s easy to connect over shared experiences.
- 66% find TikTok the most helpful source for travel inspiration
- 60% have visited a destination after discovering it on the platform
Top travel trends in Influencer Markteting
The White Lotus effect
“Set-jetting” is booming, with fans traveling to TV filming locations like Sicily or Thailand. These pop culture tie-ins fuel huge tourism spikes.
Airport trays as content moments
Even airport security trays are becoming branded ad spaces, turning ordinary travel rituals into status-driven posts.
Grocery store turism
Local supermarkets are now cultural landmarks, with creators showcasing unique snacks and flavors as authentic travel experiences.
Detour destinations
Hidden gems and off-the-map towns are going viral as audiences crave authentic and uniqueness over tourist traps.
