The way people discover and book travel is undergoing a seismic shift — and social media is at the center of it. Skift Research’s latest report, Social Commerce in Travel – Opportunities and Consumer Trends reveals platforms such as TikTok Instagram and Xiaohongshu no longer inspire wanderlust but have become powerful booking engines that reshape the entire traveler experience.
Video, creators, and a new travel sales funnel
This transformation is largely due to the creation of content that is video-centric and creator-driven. TikTok, Instagram, and Gen Z are the default search engines of younger travelers. Authentic short-form videos — as opposed to polished advertising — build trust and drive bookings.
Influencers have become travel agents in their own right, curating and selling experiences directly to their audience.
