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Expert resources to inform and inspire.
Detailed statistics
Main resources used for travel inspiration worldwide 2024, by country
Detailed statistics
Main resources for accommodation research worldwide 2024
Detailed statistics
Use of online travel planning resources among U.S. vacationers 2024
Travel, Tourism & Hospitality
Use of online travel planning resources among U.S. vacationers 2025, by generation
Online Travel Market
Preferred digital tools for planning the next trip among European travelers 2025
Destinations
Most popular travel destinations on TikTok worldwide 2024, by number of posts
Main resources used for travel inspiration worldwide 2024, by country
Main resources used for travel inspiration worldwide as of August 2024, by country
Main resources for accommodation research worldwide 2024
Main resources used by travelers for accommodation research worldwide as of August 2024
Main factors influencing holiday destination choices in Europe 2024
Main factors influencing holiday destination choices in Europe as of October 2024
Main resources for learning about new destinations according to U.S. travelers 2024
Most effective resources for learning about new destinations according to travelers in the United States as of September 2024
Share of UK adults inspired by social media to try a restaurant while on holiday 2025
Share of adults in the United Kingdom who have been inspired by social media to try a restaurant or food item while on vacation as of January 2025
Travelers’ use of social media worldwide 2024, by purpose
Share of travelers who used social media worldwide as of 2nd quarter 2024, by purpose
Preferred digital tools for planning the next trip among European travelers 2025
Preferred digital tools for planning the next trip among travelers in Europe as of March 2025
Use of online travel planning resources among U.S. vacationers 2024
Use of selected online resources for travel planning among vacationers in the United States as of September 2024
Use of online travel planning resources among U.S. vacationers 2025, by generation
Use of selected online resources for travel planning among vacationers in the United States as of October 2025, by generation
Social media marketing effectiveness among trip planners in the U.S. 2024
Share of trip planners who made a purchase or a visitation decision as a result of social media content in the United States as of June 2024
Impact of social media formats on travel purchases in the U.S. 2024
Main social media formats that led to travel purchases in the United States as of June 2024
U.S. travelers’ openness to booking costly activities via social media 2024, by age
Share of travelers open to booking high-priced activities through social media platforms in the United States as of July 2024, by age group
Conversion rate of social media platforms for travel purchases in the UK 2024
Conversion rate of social media platforms for travel visits or travel purchases in the United Kingdom as of November 2024
Leading city destinations on social media worldwide 2024
Leading city destinations on social media worldwide as of May 2024 (index score)
Instagram: most used hashtags 2025
Most popular hashtags on Instagram of all time as of October 2025 (in millions)
Most popular travel destinations on TikTok worldwide 2024, by number of posts
Most popular travel destinations on TikTok worldwide as of May 2024, by number of posts (in millions)
Use of TikTok for travel-related purposes in the UK 2024, by generation
Share of travelers who used TikTok for planning trips or sharing travel-related content in the United Kingdom in the past 12 months as of November 2024, by generation
Perceived usefulness of influencers worldwide 2024, by topic
Share of consumers who believed influencers were a useful source of information on selected topics worldwide as of May 2024
Influencer marketing engagement rates worldwide 2023, by industry
Influencer marketing engagement rates worldwide in 2023, by average engagement rate
Impact of social media influencers on trip planning worldwide 2024, by country
Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by country
Impact of social media influencers on trip planning worldwide 2024, by generation
Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation
Gen Z and millennials’ opinions on destinations found via social media worldwide 2024
Opinions of Gen Z and millennial travelers on visited destinations they found via social media worldwide as of September 2024
Influence of social media content on travel decisions in the U.S. 2024
Main social media content that influenced travel decisions in the United States as of June 2024
Key information on leading travel influencers on Instagram worldwide 2025
Key figures on leading travel influencers on Instagram worldwide as of March 2025
Key information on leading travel influencers on YouTube worldwide 2025
Key figures on leading travel influencers on YouTube worldwide as of March 2025
Key information on leading TikTok travel influencers worldwide 2024
Key figures on leading TikTok travel influencers worldwide as of May 2024
Detailed statistics
Main resources used for travel inspiration worldwide 2024, by country
Detailed statistics
Main resources for accommodation research worldwide 2024
Detailed statistics
Use of online travel planning resources among U.S. vacationers 2024
The most important key figures provide you with a compact summary of the topic of "Social media use in travel and tourism" and take you straight to the corresponding statistics.
Leading city destinations on social media worldwide 2024
Most popular travel destinations on TikTok worldwide 2024, by number of posts
Influence of social media content on travel decisions in the U.S. 2024
Perceived usefulness of influencers worldwide 2024, by topic
Influencer marketing engagement rates worldwide 2023, by industry
Key information on leading travel influencers on Instagram worldwide 2025
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