According to a new study by TUI Musement conducted across Italy, Spain, and the United Kingdom, 48% of Gen Z travelers use TikTok for travel inspiration, making it their top source, ahead of recommendations from friends and family.
The same figure, and over four in ten travelers (43%), said that seeing a viral post or video prompted them to make a reservation or participate in an activity. Millennials were even more likely (52%) than Gen Z (50%) to make an internet inspo booking.
The study explores how social media influences travel inspiration, activity bookings, and the way people experience and share their holidays. Key Findings on Gen Z Travel.
- 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 (born between 1997 and 2012)
- 43% say content creators shape their choices, and 27% actually changed a holiday destination because of an influencer.
- 45% of Gen Z feel pressure to make their trips look exciting online, with many visiting specific spots mainly to capture photos and videos.
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Noting the impact of short-form video clips, Mirco Fiumene, Managing Director, Experiences & CMO, TUI Musement, said: “A single image or video can now inspire travel, and we have steadily increased our focus on how best to reach and engage our audience on platforms such as Instagram and TikTok.”
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 travelers discover, book, experience, and share their holidays.
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The TUI Musement study shows that while Gen Z leads the trend in using TikTok as a primary travel search engine, Millennials (born between 1981 and 1996) outperform Gen Z in booking actions after seeing viral videos. Meanwhile, tour operators are shifting away from traditional advertising, adapting to the platform by focusing on authenticity and organic top-of-funnel discovery.
New Study Uncovers that Nearly Half of Gen Z Travelers Use TikTok for Inspiration, Tor Kjolberg reports.
Feature image (top) © Travel Professional News.