GoKawiilThe study explores how social media influences travel inspiration, activity bookings and the way people experience and share their holidays
43% have booked a trip or activity after seeing a viral post
37% feel pressure to make their holidays look exciting on social media
TikTok is the leading source of travel inspiration for Gen Z
Social media is now part of every stage of the travel journey. Viral TikTok videos, Instagram recommendations and other online content are playing an increasingly important role in how travellers discover, book, experience and share their holidays. Social media’s influence is now so strong that nearly four in ten travellers (39%) say they have visited a tourist site mainly to take a photo or record a video, according to the latest study by TUI Musement , a leading tours and activities provider.
Where do travellers find inspiration? Gen Z turns to TikTok
When looking for travel inspiration and ideas for things to do, travellers use a wide range of sources. Google and other search engines, cited by 42% of respondents, along with social media, are becoming as influential as, and in some cases more than, traditional word of mouth, with recommendations from family and friends mentioned by 41%.
However, the study points to a clear generational shift. Among Gen Z travellers, TikTok is the leading source of travel inspiration, cited by 48%, ahead of recommendations from family and friends, at 43%. This reflects the growing influence of visual and short-form content when it comes to discovering new destinations, activities and holiday ideas.
From inspiration to booking: the power of viral content
Social media does not just inspire; it also drives concrete decisions. According to the survey, more than 43% of respondents say they have booked a trip or activity after seeing a viral post or video. This trend is particularly strong among millennials, at 52%, and Gen Z, at 50%.
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