Gen Z are now more likely to base their travel plans around something visually appealing to them, rather than searching for recommendations through a search engine, with 67% of 18-24 year olds preferring to use Instagram for travel recommendations and 62% turning to TikTok.
Social media platforms have the ability to really showcase hotels and travel destinations in a more immersive way. Eye-catching photos and videos give the viewer a better sense of the surroundings and vibe compared to traditional text descriptions. The location tags of social media platforms also give users the possibility to switch between sponsored content, content created by travel boards and hotels, and more user generated content that people have organically created from their holiday. This follows the typical trend that we are seeing in marketing in 2024, which is that users want to see real life reflected in advertising; they want to be marketed to in a way that they can realistically see themself using the product or having the same experience. Consumers are no longer falling for the bold claims that advertisers have put out, but they are demanding a reflection of their life in advertising.
Social media often leads the way with allowing users to choose what marketing materials they see, with many platforms tracking activity to personalise the experience, but also with consumers following influencers that they trust and can relate to. This creates a very personal marketing environment where people feel like their data being shared is actually worth their time.
Different demographics and geological locations respond differently to styles of marketing and language used, which is why having a marketing professional who can adapt to these behaviours is essential. If you are interested in running a social media marketing campaign, or just need help with getting your marketing and communications working for you, then get in touch with us.
