Europe: Social media increasingly shapes how travellers choose and experience trips

International

TUI Musement research finds 39% have visited a tourist attraction mainly to create social media content, while viral posts increasingly influence bookings

Social media is changing not only how travellers discover destinations but also what they book and how they behave once they arrive. According to new research by TUI Musement, 39% of travellers have visited a tourist attraction mainly to take a photo or record a video.

The influence extends well beyond holiday snapshots. More than 43% of respondents have booked a trip or activity after seeing a viral post or video, while 37% say they sometimes prefer places made famous on Instagram to lesser-known alternatives.

TikTok leads among Gen Z

Traditional online search remains important. Google and other search engines are used for travel inspiration by 42% of respondents, narrowly ahead of recommendations from family and friends at 41%.

Among Gen Z, however, the picture is different. TikTok is the leading source of inspiration, cited by 48%, compared with 43% for recommendations from friends and family.

Viral content is also particularly effective at converting inspiration into bookings. While more than 43% of all respondents have booked a trip or activity after seeing viral content, the figure rises to 52% among millennials and 50% among Gen Z.

Travel influencers play a significant role as well. Some 43% follow them when deciding where to travel or what to do, and 27% have changed their destination following an influencer recommendation.

“A single image or video can now inspire travel, and we have steadily increased our focus on how we can best reach and engage our audience through platforms such as Instagram and TikTok,” says Mirco Fiumene, Managing Director Experiences & CMO TUI Musement. He adds that the aim is ultimately to move travellers “beyond the viral moment” towards experiences connected with the destination itself.

Holidays increasingly designed to be shared

Creating and sharing content has become part of the travel experience for a large majority of respondents. Some 73% post about their holidays on social media at least occasionally, although 26% prefer to share their content only with a small group.

The trend can also create pressure. Overall, 37% say they feel a need to make their trips look exciting on social media. Among Gen Z, the proportion rises to 45%.

Social media habits can even influence the choice of travel companions. For 18% of respondents, an obsession with taking photos and posting on social platforms can be a reason not to travel with someone.

The findings suggest that social media now accompanies travellers from initial inspiration through booking to the experience at the destination itself – increasingly influencing not just where people travel, but also what they choose to see once they get there.