Social media has become a pillar of travel marketing, especially when trying to reach Gen Z audiences. Two-thirds of Gen Z travelers said they use social media for inspiration and 41% of consumers overall use social media to research and discover destinations, according to a recent survey by Data Axle. Additionally, 39% of respondents indicated travel influencers have some sway over destination choices.
“What’s clear from this research is that travel marketing is anything but one-dimensional,” said Andrew Frawley, CEO of Data Axle. “Today’s consumer wants more than a destination — they want a narrative that feels personal, timely and emotionally relevant. And they’re quick to move on from brands that don’t deliver.”
The survey was conducted by Dynata and was fielded in March 2025. Respondents totaled 1,000 U.S. consumers aged 18 years and older.
As seen on social media
Word of mouth is the most popular method of finding travel locations, with 55% of respondents saying this is how they discover destinations. However, social media (41%) and influencer content (39%) are close behind.
Pop culture has also emerged as a source of travel inspiration, according to the survey. Fifty-two percent of those surveyed said they would travel to a place featured prominently in film or TV if it aligns with their interests. More than a quarter (26%) said they would be more likely to travel to film or TV locations while 22% said it would have no bearing on their decision.
Sometimes called “The White Lotus effect,” filming locations have drawn consumers' imaginations. For example, Hotels.com noted a 40% booking interest spike for the Four Seasons Resort Koh Samui in Thailand after it was announced to be a filming location for the popular HBO show.
Emerging technology, such as artificial intelligence (AI), has also begun to impact consumers’ travel-related choices. While only 9% of respondents overall use AI tools such as ChatGPT, this number jumps to 15% when just considering millennials.
“We’re already seeing early signs of this with consumers using AI tools to plan trips conversationally, looking for suggestions that reflect their lifestyle, not just the best deal. That creates a new mandate for marketers: Integrate intelligence into every touchpoint, from discovery to post-travel follow-up, in a way that feels natural and helpful—not robotic,” said Frawley.
While AI remains an up-and-coming tool, influencers already have tremendous sway over where consumers travel. Over half, 57%, of survey respondents say influencers have at least some impact on where they travel, while 18% say they rely on them significantly for ideas and recommendations.
Personalized, just for you
What consumers expect from travel marketers and providers more than anything is personalization, according to the survey. Thirty-four percent of respondents said personalized travel recommendations are somewhat important and 27% said they’re very important. Only 11% indicated personalization is not very important and 7% said it was not important at all.
There are some aspects of the travel process consumers expect to be personalized, with 57% of respondents saying they expect activity and experience suggestions to be personalized. Over half of those surveyed expect personalized dining recommendations (54%) and special offers and discounts (52%).
“Personalization isn’t just a nice-to-have — it’s the expectation. The survey revealed that 61% of travelers value tailored recommendations, and many are switching providers over digital experience gaps. Social media, especially TikTok, is fueling discovery,” said Frawley.
