Travel Social Media Trends 2025

Can short, authentic clips and user photos truly reshape how destinations win bookings?

This concise report sets the scene for how social platforms are reshaping travel across the world this year. It focuses on formats that reward entertaining, authentic content and deliver measurable outcomes for the industry.

Short-form video has become the king of content: Reels clock billions of plays and TikTok users spend around 61 minutes a day watching. At the same time, 79% of people say user-generated content strongly impacts decisions, so creator-led assets now sit at the heart of trust-building.

Powerful Digital Marketing brings over 30 years’ sector experience and practical AI know-how to translate these signals into day-to-day choices for UK destination teams. This section previews what follows: authenticity, video dominance, platform priorities, creator ecosystems, AI-driven distribution and clear actions for budget and resource allocation.

Read on for a pragmatic roadmap that balances creativity with commerciality, so content entertains and converts.

Why this report matters now: present-day shifts shaping travel marketing

A surge in AI-curated recommendations and bite-sized video is changing who sees your offers and when. Algorithms now favour content beyond a user's follow list, so Reels and short clips expand organic reach in ways display once did not.

Powerful Digital Marketing brings 30+ years in the sector and applied AI experience to turn these signals into practical steps for operators, destinations and hospitality businesses in the UK.

From inspiration to bookings, the customer journey fragments across formats. Snackable clips spark ideas; user photos and itineraries build trust; clear CTAs and native checkout drive conversion; on-trip updates keep guests satisfied.

Practical implications are simple: optimise for vertical video, use on-screen captions and first-person voice, post at peak day parts and track view-through, retention, taps and saves, not vanity counts.

Resourcing and compliance matter. Scale content with agile production and responsible AI workflows, prioritise platforms by audience fit and service capacity, and meet UK accessibility and moderation expectations.

"75% of Instagram users take action after a video ad; Reels surpass 200 billion plays per day; TikTok users spend 61 minutes per day."

The authenticity imperative: UGC and creator content driving trust and engagement

Real posts from real people cut through polished ads and build trust faster.

UGC as proof for multi-touch research

Audiences triangulate reviews, hashtags and geotagged posts during research to verify claims. When 79% of people report strong impact from user-generated assets, that is proof of influence on choice.

Short, honest posts show lived experiences and practical tips. These pieces of content convert interest into confidence before a booking decision.

Creator content and brand-safe curation

Creators add structured storytelling, niche access and consistent delivery. Used alongside UGC, they amplify reach while meeting brand safeguards.

Governance matters: consent, rights management and clear curation keep contributors protected and the destination safe. Brief creators on sensitive topics such as overtourism and cultural etiquette; ask for contextual captions and accessibility notes.

"79% say user-generated content has a highly effective impact."

Stackla, 2020

Connect UGC to conversion with shoppable itineraries, native booking tags and clear links in profile. Use AI to flag risks but keep human review to preserve tone and nuance. Build a living library mapped to trip types so teams reuse verified assets efficiently.

Short-form video dominates: TikTok, Reels and YouTube Shorts

Short vertical clips now shape how destinations catch attention and turn interest into action. Platforms favour content that hooks in the first seconds and keeps viewers watching. TikTok users spend around 61 minutes per day, while Reels totals exceed 200 billion plays across Meta apps.

Entertainment over reach: why bite-sized clips win

Algorithms reward attention, not just follows. The shift from social feeds to entertainment means early hooks, narrative beats and on-screen text matter more than polished ads.

Design hooks for immediate curiosity and use captions to retain viewers. Clear CTAs should aim for saves, shares and clicks.

Lean, real and mobile-first: building a library on a budget

Shoot once, cut many ways. Batch mobile filming, use AI-assisted edits and auto captions, and maintain a rights-cleared music workflow.

Keep clips vertical (9:16), bold in the first 2–3 seconds, and tag locations to aid discovery. Encourage local operators to contribute short clips of authentic experiences.

Longer cuts on TikTok: testing vlogs and infotainment for retention

Test 3–10 minute vlogs and guides to boost session time. Longer formats complement short clips by deepening context and improving retention metrics.

Measure hook rate, average watch time and completion rate to decide which edits scale. Link creative to outcomes with native CTAs and booking paths where possible.

Platform-by-platform outlook: where travel brands should prioritise in 2025

Not every channel earns equal time , prioritise where audience intent meets outcome. Start by mapping objectives: reach, commerce or community. Then match formats to those goals and the people you want to reach in the UK.

Instagram: Reels first, commerce experiments next

Reels now clock 200+ billion plays per day, so prioritise short vertical clips for reach. Test shoppable posts and week-long Stories pilots while keeping content ops flexible.

Plan for rapid feature changes, phase out Guides assets and adapt captions and edit styles to what performs each quarter.

TikTok: hashtag-led discovery and native checkout

Lean into destination hashtags (Dubai, London, Paris) and trend-led storytelling like #SoftHiking. Collaborate with creators and pilot TikTok Shop for packages or add-ons tied to specific experiences.

X, Threads and Bluesky: reallocate effort as audiences shift

Many audiences migrate from X to Threads and Bluesky. Reduce always-on activity on X and use Threads for brand voice and community Q&A.

"Allocate media and production effort to platforms proving consistent watch time and cost-efficient CPMs."

Practical checklist: build platform-specific taxonomies (saveable guides on Instagram, hooks on TikTok, search-friendly Shorts), run example-led tests, and review performance quarterly. Align content to accessibility standards and set rapid response protocols for service updates affecting destinations and nearby places.

Influencer ecosystems: micro over mega for credible travel experiences

Choosing creators is about fit, not follower counts. Match POVs to destinations, operators and niche tour types so content reads as lived experience rather than an ad.

Micro-influencers bring niche authority and higher engagement. They often match or exceed ROI versus mega-creators, especially when they tag the destination and highlight practical details.

Finding fit: aligning POVs with destinations, operators and niche tours

Use a simple fit framework: values alignment, audience geography, consistent content quality and ability to capture on-the-ground logistics.

Briefs must include must-shoot sites, accessibility notes, pricing transparency and a “how to book” overlay to support operators and businesses. Contracts should cover deliverables, usage rights, disclosure and reshoot contingencies.

"73% of brands run influencer campaigns; micro creators deliver relatable storytelling that converts."

Plan group trips for efficient asset capture. Integrate creators into local markets and events to show depth beyond attractions.

Build a mixed slate of micro and mid-tier creators, track engagement and downstream actions (saves, shares, clicks) and provide playbooks for businesses to reshare assets compliantly.

Capability build: provide brief templates, on-location checklists and strict UTM discipline so attribution and conversion are visible to operators and the brand.

AI across the journey: from content workflows to traveller experience

From idea to check‑out, AI tools speed production while human voices preserve authenticity.

How recommendations shift reach

AI now helps platforms surface posts by interest, not just follows. Consistent, authentic posting increases exposure because algorithms reward engagement and relevance. Use clear local voices so suggestions feel genuine and trustworthy.

"Nearly half of customers now prioritise generative AI for planning."

Amadeus

AI-assisted workflows and responsible use

Apply models to ideation, scripting, captioning, translation and subtitling, then run human review. Combine performance data with editorial judgement to refine calendars and measure impact.

Protect trust: run bias checks, cultural sensitivity reviews and fact verification before publishing.

Operations, comfort and creative play

Use AI itinerary builders, chatbots for FAQs and smarter booking flows to lower friction for operators and guests. Communicate personalisation, AI beds or smarter baggage systems, as clear guest benefits.

Invite audiences to compare "AI vs reality" in short video posts to spark comments. Pilot small tests on core platforms, track conversions and upskill teams so AI augments craft, not replaces it.

Gen Z at the helm: experience-driven, sustainable, and mobile-first

Young adults expect honest, mobile-first content and simple booking journeys that respect budgets and the planet. They look for quick proof points: price, planet credentials and real people enjoying experiences.

Discovery on TikTok, Instagram and YouTube

Searches, saves and likes act as demand signals. Short clips and reels drive discovery and indicate intent when audiences watch to the end or save an idea for later.

Use platform analytics to spot the clips that complete and spark shares. Replicate themes that finish well and test small group offers to convert interest into a trip.

Budget, sustainability and adventure: designing value-driven tours

Be transparent about price points, transport options and inclusions. Show budget breakdowns in bite-sized video and clear landing pages with Apple/Google Pay.

Embed sustainability credibly: highlight eco-lodges, plastic-free practices and community-hosted experiences. Promote small group and micro-cation options that match Gen Z interests.

"Nearly 90% of younger people use platforms for inspiration; 56% prioritise sustainability."

Equip operators with DM templates, FAQ snippets and short-format guides so responses are fast and consistent. Keep listening always-on to adapt offers through the year.

Emerging travel themes to spotlight in content and are seen in travel social media trends 2025

Spotlight emerging themes that convert interest into bookable itineraries for UK audiences. We translate macro themes into sellable series that people can book with confidence.

Noctourism: aurora-led itineraries and night-time experiences

Noctourism covers curated night experiences: aurora chases, late museum access and guided nocturnal walks. Prime aurora destinations include Finnish Lapland, Norway’s Lofoten, Svalbard and Iceland, timed to solar activity peaks.

Build itineraries around forecast windows and include contingency day activities for cloudy nights. Emphasise safety, timing and responsible wildlife practice.

"Plan for contingency activities and clear cancellation policies to match weather-dependent nights."

Calmcations: quiet escapes, tech-free cabins and wellness retreats

Calmcations answer a growing need for rest. Feature quiet, tech-light stays such as Havila Voyages’ quiet routes, Unplugged cabins and Majamaja off-grid design near Helsinki.

Set expectations on connectivity, amenities and accessibility. Suggest pack lists for night conditions and seasonal darkness hours.

Use content formats like ASMR soundscapes, time-lapse skies and “digital detox diaries” to convey the restorative nature of these experiences.

From lookers to bookers: social commerce and conversion paths

We design conversion-ready journeys, connecting content to inventory, payment and service so UK travellers can book with confidence.

Make the path clear: link discovery clips to product tagging, native checkout and guest payment options. Use catalogue integration and stock rules so bookings reflect real availability and reduce cancellations.

Shoppable video, native checkouts and frictionless mobile payments

Embed buy links in short-form video on leading platforms. TikTok Shop and Instagram shoppable formats let people complete purchase in-app; 75% of Instagram users act after video ads.

Support businesses, brands and operators with messaging auto-replies, FAQs and rapid confirmations to reduce post-click drop-off. Offer Apple/Google Pay and guest checkout to match Gen Z and millennial expectations.

Track conversions with link-in-bio tools, UTM parameters and server-side tagging to attribute outcomes accurately. Optimise creative for conversion by showing prices on-screen, clear inclusions and limited-time options.

"Embed product tags and native checkout to shorten the path from inspiration to confirmed booking."

Test purchase routes, native checkout, site landing or OTA, then remarket viewers who watched high percentages or saved clips. Collect reviews and creator follow-ups to close the trust loop and iterate offers weekly based on performance and service feedback.

Measurement that matters: beyond followers and vanity metrics

Good measurement links creative signals to commercial outcomes, not vanity counts. Start with a clear objective: bookings, enquiries or partner clicks. Then choose the few metrics that predict those outcomes.

What to track first.

Engagement rate, reach, impressions: what good looks like in travel

Use engagement rate (the industry average is 1.73% for hospitality and leisure) as a quality checkpoint, not a sole goal. Combine that with reach and impressions to see who actually saw your content.

Compare like-for-like by platform and format. Short reels and short-form clips typically show higher reach than static posts.

Video views and retention: the new engagement signals across platforms influencing travel social media trends 2025

Measure hook rate, average watch time and completion. Platforms now weight watch behaviour heavily, so retention predicts distribution and scale.

Track replays and share rates to find assets worth boosting or repurposing.

Benchmarking and iteration: turning raw data into an optimisation story

Map content metrics to commercial KPIs: clicks to partner sites, enquiry volumes, promo code redemptions and assisted bookings. Use cohort analysis by campaign, destination and audience to avoid misleading aggregates.

Make dashboards that matter: with 30+ years in the industry and applied AI, build workflows so data flows from social media platforms to analytics and CRM. Set a cadence: weekly creative tweaks, monthly strategy changes and quarterly channel reallocation.

"Prioritise engagement quality, reach and retention over follower counts."

Conclusion

Practical action, not prediction, is the priority for brands and operators facing fast-changing feeds and formats.

Authenticity, creator partnerships and video-first content form the most reliable path to attention and action this year. Focus platform effort where watch time converts to bookings and build CTAs that close the gap between inspiration and purchase.

Test formats, tours and options aligned to emerging experiences , noctourism, calmcations and bite-size itineraries, with fast learning loops. Use micro influencers, local hosts and community storytellers to scale credibility and reach.

Adopt lean content systems: shared asset libraries, repeatable templates and clear service playbooks. Review your tour portfolio to match capacity to demand spikes and protect guest experience and local communities.

Measure what predicts outcomes: retention-led creative choices, reliable attribution and transparent reporting with partners. Align stakeholders in a group plan for 2025 that balances growth, authenticity and sustainability across destinations.

With the right content, media mix and operational readiness, UK teams can turn trends into practical wins and thrive in a world shaped by discovery.