As investors in the new digital and tech space, we see that travel industry is becoming increasingly technologically advanced with the integration of AI and machine learning algorithms, virtual, and augmented reality technologies. It is important to understand the shifting landscape and the growing influence of social media on travel discovery, particularly among the youngest consumers – Gen Z and young millennials. The travel booking process has undergone a major transformation, with the rise of travel discovery platforms and the integration of AI and machine learning technologies. Gone are the days when travellers had to rely on search engines like Google to research and book their trips. The process was often time-consuming and required a lot of effort, as travellers had to compare prices and amenities across multiple websites.
Gen Z and young millennials consider smartphones to be as essential as their passports for traveling, with a whopping 90% admitting that social media influences their international travel decisions.
Social media platforms like TikTok, Instagram, Snapchat, and YouTube are becoming a major source of inspiration for Gen Z and young millennial travellers. Research indicates that almost 97% of Gen Z consumers in the US use social media as their primary source for purchasing inspiration. In fact, when searching for a place to eat, almost 40% of these young people don’t turn to Google Maps or search engines, they go straight to TikTok or Instagram. Smartphones are an essential tool for Gen Z and young millennials when it comes to traveling, with 90% of them say that social media influences their international travel decisions. This highlights the impact that short-form videos are having on how younger travellers discover experiences. Another advantage of travel discovery platforms is their ability to personalize the travel experience. By tracking users’ search and booking history, these platforms can offer tailored recommendations based on a user’s interests, budget, and travel style. This is why it is crucial for businesses to have an active presence on social media, offer mobile-friendly bookings, and tailor their product offerings to the unique needs and preferences of this generation.
With travel brands partnering with social media influencers and creators to reach the tech-savvy demographic, short-form videos have become the ultimate tool for inspiring and entertaining travellers, while also providing a unique and authentic look at destinations around the world.
Overall, people now prefer travel discovery platform over traditional search engines to book their travel as these platforms provide a wealth of information, in addition to listings for hotels, flights, and vacation rentals, these platforms often offer extensive destination guides, traveller reviews, and photos to help users make informed decisions. As the travel industry continues to evolve, it’s likely that travel discovery platforms will become even more sophisticated and user-friendly, further simplifying the travel booking process. By embracing this new medium of communication and the advancements in technology, businesses can stay ahead in the game and provide a more seamless and convenient travel experience for their customers.