Inspiration, booking and digital trust: how the rules of tourism are changing

Social media is no longer just a form of entertainment: today, it shapes travel choices, inspires destinations and has become a genuine booking channel. A recent study by Skift highlighted the growing impact of platforms such as Instagram, TikTok and YouTube on Generation Z and Millennials, revolutionising the way travellers plan their experiences.

Find out how hotels can take advantage of this new scenario and adapt their marketing strategies to changing traveller behaviour. 🚀

💡 Social media as a primary source of inspiration

Forget brochures or official websites: travel inspiration comes from feeds.

✔️ Instagram and YouTube surpass review platforms

✔️ Facebook and TikTok grow as discovery tools

✔️ Visual content influences the desire to travel

📸 Visual storytelling guides the imagination and stimulates decision-making.

🛒 From discovery to booking in one tap

Social media is becoming a fully-fledged transactional platform.

✔️ Increased confidence in booking experiences directly from social media

✔️ Even expensive activities are purchased without going through third-party sites

✔️ Immediate, simple experiences integrated with content

📲 Social commerce enters the travel sector and changes the rules of the game.

👥 A generational gap to be aware of

The willingness to use social media to book varies with age.

✔️ 18-34 years old: maximum trust and frequent use

✔️ 35-54 years old: mixed attitudes and growing scepticism

✔️ 55+: limited use and resistance to change

🎯 Hotels need to tailor their message and channel to their target audience.

🧳 Social Travel Funnel: how the purchasing journey is changing

The traveller's funnel is no longer linear: it is social, dynamic and instantaneous.

✔️ From post to booking in just a few clicks

✔️ Reviews become shareable content

✔️ Engagement replaces traditional promotion

💬 Engage to convert: social media is the new booking engine.

🏨 Strategies for hotels: be where travellers are

For hotels, ignoring social media means losing competitive ground.

✔️ Invest in authentic video content

✔️ Collaborate with creators and micro-influencers

✔️ Offer simplified booking options on social media

📢 Want to grow your bookings starting from Instagram or TikTok? Find out how to structure an effective social media marketing strategy for your hotel.