It’s safe to say many of us are feeling our purse strings tighten, but who isn’t also desperate for some winter sun?
The numbers have been crunched and Forbes noted this includes a significant 64% of global travellers – all aiming to cut other areas of their personal spending to prioritise leisure travel. But Gen Z and Millennials are taking it even further, confirming they plan to spend even more on travel in 2024 compared with this year.
So, it’s no surprise consumers are looking for – and expect – tailored, seamless online solutions to make their holiday dreams a reality. What impact is this having on online travel trends? Let’s get into the details…
There’s a growing desire for holidays tailored to the unique interests and preferences of each traveller. And AI increasingly plays a key role in bringing personalised itineraries to life, by analysing data from an individual’s social media activity, past travel experiences, and hotel choices. This enables companies to design highly-personalised travel experiences – giving rise to more speciality companies focused on niche markets, such as food, wellness, and wildlife tourism.
Gone are the days of young travellers flocking to Google or a travel guide to create their holiday itineraries. TikTok has become the search hub for all things travel, from recommendations and reviews to tips and tricks. Coming from a wide pool of creators, the never-ending stream of content can highlight authentic and local experiences that were previously overlooked for larger tourist traps. Even better, with the ability to create bookmark collections on the platform, users can compile all their favourite suggestions in one place. And, since TikTok lives in the pocket of the traveller, these recommendations don’t even need to be sourced in advance and can be found in a few quick clicks while on the go – like this TikTok sharing ‘if you know, you know’ recommendations for Rome.
Influencers are shaping tomorrow’s travel plans
Influencers have made a significant impact on the travel industry by leveraging their credibility and authenticity. And, as their title suggests, they’re influencing consumers by the busload. In fact, according to a study by Statista, 84% of respondents claimed that they consulted travel influencers for recommendations on trips at some level – out of which 19% said they did so often. This statistic underscores the significant role influencers play in shaping travel decisions, as the way they’re able to seamlessly share personal travel experiences, like @theworldpursuit’s Greek island tips, resonates with their audience – encouraging more informed decision-making.
Travel trends on social media are undeniably shaped by the ever-evolving landscape of pop culture moments. Whether it’s a captivating film scene set in a picturesque destination or a trending sound performed in an iconic city, these cultural phenomena wield substantial influence over travel choices. Pop culture moments create a powerful allure, encouraging individuals to explore places they’ve seen on the big screen or the small screen of their devices. These moments spark intrigue, shaping people’s holiday plans, and generating a ripple effect across social media platforms as they strive to capture their own adventures – further fuelling the cycle of inspiration and aspiration in the world of travel.
In recent years, social media has seen a huge growth in travel groups, like @galswhotravel and @blackgirlscampingtrip. These communities organise trips with experiences catered to a variety of different niches, representing an opportunity for travellers to meet new people while in new places – all planned through social media. Typically, these groups are promoted across social platforms, such as TikTok, Instagram and Facebook. Then, once an individual expresses their interest, they’re added to a group chat within the platform, where they can get to know their fellow travel buddies. Joining a group like this is proving particularly popular for people who want to travel, but don’t want to be limited by the availability of family or friends.
The tourism industry is constantly evolving – with new online trends appearing almost daily. If you want to elevate your brand’s online presence, engage your audience, and turn wanderlust into bookings, we’re a team of social and digital experts, and we can help you keep up! Get in touch.