Gen Z on TikTok are leading changes in tourism. While IRL word of mouth previously dominated travel marketing, younger gens now influence destinations and travels services through social media content. Just as YPulse explained in our Influencers Anonymous trend report, a peers’ opinion on social, regardless of follower count, is the new meaningful word of mouth. TikToks and Instagram Reels showcasing locations and travel tips now make them key resources for trip planning. Recognizing this shift, TikTok’s Director of Travel emphasized the platform’s role as an organic “discovery engine.” Plus, with the comments section enhancing the experience (which we’ve also dug into), research reveals that 83% of TikTok users have been inspired to explore new destinations, and 60% have visited places they found through travel content on the app. (Ruetir)
📊 YPulse data: 25% of 18-24-year-olds say seeing posts about places on social media influences where they want to take vacations / travel
