Performance Marketing agency, Reflect Digital, has revealed a new travel SearchPulse report, which uncovers how different generations are planning and booking holidays.
AI is replacing travel comparison sites, with a third of people using these tools for deal hunting and at the decision-making stage, signalling a new baseline for how travellers research and evaluate trips.
Google is no longer the starting point for most travellers, as 96% use at least one multi-media social media platform for travel inspiration, including Reddit and Pinterest.
Those who do use Google are primarily over 45, with baby boomers still using in-person travel agents.
Gen Z turns to TikTok for every stage of their travel search journey, while YouTube is surprisingly becoming the world’s biggest travel agent across all demographics.
LinkedIn now plays a meaningful role in travel decision-making, as travellers seek credibility, real-world experiences and peer reassurance before committing.
The way people plan and book their holidays has passed a tipping point, as consumers ditch Google in favour of social video, AI tools and peer-to-peer platforms, for travel inspiration, price comparison and booking decisions.
A new SearchPulse travel report from performance marketing agency, Reflect Digital, signals a significant shift in holiday planning, as inspiration, price comparison and purchase decisions happen across multiple platforms - and look very different depending on age.
For years, Google was the front door to travel planning. Today, it’s increasingly age-gated and no longer the starting point for most travellers, as a staggering 96% of holidaymakers use at least one social media platform for travel inspiration.
The research found that despite TikTok’s cultural dominance among Gen Z - with this age range using TikTok for every stage of their travel journey - YouTube is surprisingly becoming the world’s biggest travel agent across all demographics. Over half of consumers use the platform for travel inspiration - higher than TikTok and Instagram - as longer-form video content enables people to better assess destinations and experiences.
Those who do use Google are primarily over 45, with over 55-year-olds still relying on traditional methods like in-person travel agents, word of mouth from family and friends or physical media.
AI adoption has crossed a critical threshold. With 52% of people using AI tools, research shows it now replaces travel comparison sites. A third of people use these tools for deal hunting and at the decision making stage, with 18-44 year olds most likely to use ChatGPT for comparing options and booking, signalling a new baseline for how travellers research and evaluate trips.
Similarly, unexpected platforms, like Reddit and LinkedIn are growing in popularity, playing a meaningful role in deal hunting and booking decisions, as travellers seek credibility, real-world experiences and peer reassurance before committing.
Becky Simms, CEO of Reflect Digital, says:
Holiday planning looks very different now, as people seek new experiences and aspire to visit the world’s hidden gems. Younger generations in particular are discovering new ways to travel through social media, as short videos offer a real-life glimpse into what a destination has to offer - seeing it through the eyes of other like-minded travellers. But reassurance before booking is still vital, with people taking their time to compare deals and check reviews through trusted websites, while asking questions and gaining recommendations from AI tools.
Azeem Ahmed, Strategy Director at Reflect Digital, says:
The travel planning landscape is no longer just changing in its entirety, it’s fragmenting among generations. For under-25s, social platforms such as TikTok have become almost self-contained travel agents, while the 25-44 demographic has shifted towards AI tools during the decision making stage. Google’s dominance is slowly declining, but it’s still an important part of the booking process for older generations.
To capture the modern traveller, brands must diversify their marketing strategies across all platforms - from creative content and videos on social media to information and text-focused material on peer-to-peer channels like Reddit and LinkedIn.
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