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Insight of the Day: Travel Inspo: Insta & TikTok Beat AI

Travel Inspiration: Social Media Dominates Over AI


  • AI tools like ChatGPT have potential for travel planning, but current usage remains low.

  • Only 10% of American summer travelers plan to use AI for trip inspiration or information.

  • Millennials are the most likely to use AI for travel planning (17%).

  • Short-form videos on TikTok and Instagram are a more popular source of travel inspiration, especially among Gen Z (44%).

Key Takeaway:

Despite the potential of AI in travel planning, social media platforms like TikTok and Instagram remain the primary source of travel inspiration, particularly for younger generations.


The reliance on social media for travel inspiration highlights the continued power of visual content and user-generated recommendations in shaping travel decisions.

Consumers Addressed:

  • American summer travelers: The study focused on those planning vacations in the U.S. this summer.

  • Gen Z travelers: This group heavily relies on social media, particularly TikTok, for travel inspiration.

  • Millennials: While less reliant on social media than Gen Z, they are the most likely to utilize AI tools for travel planning.


  • AI has potential to revolutionize travel planning, but it hasn't yet been widely adopted.

  • Social media remains a dominant force in travel inspiration, especially for younger generations.

  • The visual and interactive nature of short-form videos on platforms like TikTok and Instagram appeals to travelers seeking inspiration.

Implications for Brands:

  • Travel and tourism companies: Invest in creating engaging content for social media platforms to reach and inspire potential travelers.

  • AI developers: Focus on improving the user experience and showcasing the benefits of AI tools for travel planning to increase adoption.

  • Social media platforms: Continue to innovate and provide features that cater to the travel inspiration needs of users.

Implications for Society:

  • The reliance on social media for travel inspiration could lead to a homogenization of travel experiences, as users are exposed to similar content and trends.

  • The increasing use of AI in travel planning could potentially lead to more personalized and efficient travel experiences in the future.

  • The popularity of short-form videos highlights the changing nature of content consumption and the need for brands to adapt their marketing strategies accordingly.


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