Research: Social media shapes traveller decisions
Social media are no longer just a place where travellers look for ideas for their next trip. New TUI Musement research shows that TikTok and Instagram are increasingly directly influencing bookings, the choice of activities, and even which locations guests will visit after arriving at the destination.
From a viral video to an actual booking
More than 43% of respondents said they had booked a trip or activity after first seeing a viral post or video. The impact is more pronounced among younger travellers: the share rises to 52% among millennials and 50% among Generation Z.
Among Gen Z, the way the search begins is even more interesting. TikTok is the source of inspiration for 48% of respondents in that generation, more than family and friends' recommendations, cited by 43%.
Other research confirms this shift. In its 2025 Traveler Value Index, Expedia Group found that more than 60% of consumers use social media as a source of travel inspiration, compared to 35% in its 2023 research.
A photogenic location becomes part of the tourism product
The influence of social media doesn't end with the booking. As many as 39% of TUI Musement respondents visited a tourist attraction primarily to take a photo or video, while 37% at least occasionally favour well-known Instagram spots over less-exposed locations.
For that opens up a twofold question. Viral content can very quickly generate demand for a specific attraction, restaurant, beach or excursion. However, it can just as quickly concentrate visitors in a small number of already overburdened locations.
This is particularly relevant to our destinations, where strong visual content can be an effective tool for promoting lesser-known places, but only if attention from social media can be successfully converted into an accessible and bookable tourism offer.
Social is no longer just a marketing channel
For hotels, DMCs, tourist boards and activity providers, the message is quite clear: content on TikTok and Instagram is moving from the top of the sales funnel towards actual purchase.
However, the results should be read in context. The research was carried out by Appinio in January 2026 for TUI Musement among travellers from Spain, Italy and the United Kingdom. In the published results, TUI did not state the sample size, so the findings should not automatically be mapped onto all European markets. Although one should certainly take into account that a new trend is forming which is more or less prevalent, but definitely important 🙂
