A Swiss survey conducted by Marketagent for Dertour Switzerland shows that social media inspire two‑thirds of users in their travel planning, especially younger people. At the same time, artificial intelligence is changing search and booking — bringing both opportunities and limits.
Social media: a primary trigger for many travelers
A representative study carried out by Marketagent for Dertour Switzerland (1,000 people, all language regions and age groups) confirms that social media strongly influence travel inspiration: 96% of respondents use these platforms at least occasionally, and 66% say they found a destination idea there.
Sensitivity varies significantly by generation: 89% of Generation Z (1994–2010) and 78% of Millennials (1980–1993) have already drawn inspiration from social media, compared with 49% for Generation X (1965–1979) and 34% among baby boomers (1946–1964).
“Today, social media often constitute the initial trigger for a trip.”
Who actually influences?
- Half of users are first inspired by posts from friends, family or people they know.
- Industry professionals (hotels, travel companies, destinations) reach 35% of respondents; travel influencers as well as tour operators, agencies and booking platforms each reach about 30%.
- Generational exception: among Generation Z, 52% say they are inspired by travel influencers, almost at the same level as friends and family (55%). Among baby boomers, influencers account for only 7%.
What attracts on social media
The reasons for inspiration are not only commercial: 47% of users are mainly looking for good deals and lesser‑known places, 46% are drawn to the images and impressions of a destination, and 43% seek practical advice (hotels, restaurants, activities). Discounts or special offers come later (31%); concrete itinerary suggestions appeal to 25%.
From inspiration to decision: measurable influence
When inspiration resonates, it often turns into concrete choices: 54% of those who found an idea on social media say these platforms have already influenced the choice of an activity or tourist site. More specifically, 51% were guided on the destination, 48% on restaurants or bars, 43% on accommodation and 31% on the itinerary.
The ‘hype’ trend has a dual effect: 45% of users express increased interest when a destination is highly present on social media (36% want to research it further, 8% want to visit quickly). Conversely, 28% see their interest decrease if a destination becomes too ‘hype’ (20% find it less attractive, 8% lose all interest). Overall, 62% say that popularity on social media increases their attraction — but only 21% of baby boomers share this feeling.
Visitors are exposed: multiple channels converge
Social media are not the only source: the Allianz Partners study cited by Dertour indicates that 21% of people list social media among their sources of inspiration and information, versus 42% for family and friends, 41% for online travel platforms and 38% for internet searches. In practice, visitors are exposed to multiple channels and often use a combination of personal recommendations, social content and booking platforms before finalising their choice.
When artificial intelligence enters the loop
AI is transforming search and planning: according to recent surveys and analyses, conversational queries (e.g. “Suggest a hotel suitable for a couple in their thirties with a baby…”) are gradually replacing simple keywords. Algorithms surface relevant, sometimes niche offers, and integrate short, authentic video content published daily on social networks.
Concretely, OpenAI has partnered with players like Booking.com and Expedia to enable planning and booking via chatbot. At the same time, ABTA notes an increase in the use of AI to plan trips (about 8% versus 4% in 2024).
But AI has its limits: British studies report that 37% of users found the information insufficient and 33% identified false or misleading recommendations. Factual errors or unrealistic suggestions have been reported, underscoring the need to cross‑check sources and apply human verification.
Social media are today a major trigger for travel, especially among young people, but they are part of a multichannel ecosystem where family, OTAs, online search and now AI each play a role.
Travel professionals must adapt to expectations for visual, authentic and often daily content, while keeping in mind that AI, useful as it is, does not replace critical judgment and source verification.
Source
- Social media influence holiday choice – TRAVEL INSIDE (aboutTravel)
- When AI plans your vacation, do you really have control? (ANEW Hotels & Resorts)
- How artificial intelligence is transforming online holiday research (rts.ch)