social media travel inspiration

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A woman takes a selfie with an iPhone at Moraine Lake in Banff National Park.

How Instagram Is Changing Travel

Social media-savvy travelers are increasingly drawing their destination inspiration from Instagram—but at what cost?

Puffed, gray-tinged clouds roll over Odda, Norway, reflected in the quiet azure waters of Lake Ringedalsvatnet. More than 2,000 feet above, a hiker is perched atop Trolltunga, a cliff that juts out of the mountain. There’s not another soul in sight—at least, that’s what Instagram might have you believing.

What photos of this iconic vista don’t reveal is the long line of hikers weaving around the rocky terrain each morning, all waiting for their chance to capture their version of the Instagram-famous shot. Between 2009 and 2014, visitors to Trolltunga increased from 500 to 40,000 in what many consider a wave of social media-fueled tourism.

Now six years old, Instagram has more than 500 million active users sharing an average of 80 million photos a day. Clearly we have an appetite for imagery, and it’s influencing our travel decisions.

“I see this desire to escape to these landscapes, to do something real, because more than ever everyone is buried in their phones,” says photographer Corey Arnold ( @arni_coraldo ), who shot the October 2016 cover story for National Geographic magazine. “But where do they get the inspiration to travel? Instagram.”

The proof is in the numbers. For example, in 2015, the tourism board of the small alpine town of Wanaka, New Zealand, began inviting and hosting “influencers”—social media trendsetters with large followings—to post about their adventures. The result was the fastest tourism growth in the country: a 14 percent increase.

Now you’re less than 10 clicks away from seeing an image on Instagram to purchasing a ticket to go there. Chris Burkard

According to Lake Wanaka Tourism, influencers provide an “incredible” return on investment.

“I guess following photographers on Instagram gives a more genuine expression than looking for inspiration in a tourism brochure,” says Johan Lolos ( @lebackpacker ), who launched his career as a paid brand and tourism photographer after trading Instagram posts for accommodation and experiences in Lake Wanaka.

And that is Instagram’s effectiveness as a marketing tool. People engage with Instagram 10 times more than with Facebook, which is why an estimated 48.8 percent of brands in the United States are on Instagram, with that number predicted to rise to 70.7 percent in 2017.

“Now you’re less than 10 clicks away from seeing an image on Instagram to purchasing a ticket to go there,” says Chris Burkard ( @chrisburkard ), a photographer with more than two million Instagram followers. “I’ve met people who have traveled to places because of my photographs, and I don’t mean that in an egotistical way … [That] wasn’t happening 10 years ago.”

This sharing of experiences has not only created communities where people can connect and share their lives, but it can also shine the spotlight on significant social and environmental issues. “The only way we’re going to get people to go out there and care about these places is if we get them there,” Burkard says. “That’s the first step to being a conservationist—caring about it. It’s never been more cool to be in nature.”

But what happens if something resonates with too many people? Perhaps the darkest underbelly of Instagram is when it opens the door for overcrowding, environmental degradation, and dangerous stunts.

“A lot of people are still very ego-driven. They want to portray that they are leading some kind of perfect life, which is quite silly really,” says photographer Trey Ratcliff ( @treyratcliff ). " I think it’s much more fun to be real."

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Perhaps most tragic is when the desire to replicate an experience comes at an unfathomable cost. In 2015, a 24-year-old Australian student lost her footing and fell to her death while trying to re-create the iconic shot at Trolltunga. In 2014, a Polish couple crossed the safety barrier at Cabo da Roca, Portugal, to capture a selfie and tumbled off the cliff’s edge. Similar reports of tourists ignoring official signage and safety warnings have been reported in sites across the globe.

The solution? Burkard believes we all have a responsibility to post accurate representations of the places we visit. “I often share the background story, especially if we’ve gotten a permit to go somewhere or do something other people normally wouldn’t be allowed to do,” he says.

The answer is not to stop traveling but to travel mindfully. Try going to places that aren’t being showcased, and share your own experiences instead of trying to mimic others, Burkard says.

“I think a lot about social media’s role in tourism. Now you can almost curate your whole experience based on the images you see online, and it’s an unnatural approach to travel. It makes me wonder what happened to exploration.”

Carrie Miller is a New Zealand-based writer, traveler, and storyteller for National Geographic Traveler magazine and other publications. She loves trying new things, from diving with great white sharks in Australia to riding reindeer in Mongolia. Follow her on Facebook and Instagram .

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How social media has permanently changed the travel industry

From researching destinations to booking flights and hotels, social media has become an integral part of the travel experience for millions of people around the world. Not only do travelers find inspiration on Instagram and TikTok and check reviews on Facebook, but they also use the same platforms to book their hotels and activities.

In this post, we will explore how social media has permanently changed the travel industry, from the way travelers discover new destinations to the rise of influencer marketing and the increasing importance of online reviews.

Understanding the role of social media in the travel industry

How social media has changed the way people research and book travel, the impact of user-generated content and reviews on consumer decision making, the importance of having a strong online presence as a tour business, how tours and attractions can capitalize on social media’s rising influence on travel, establish a consistent presence on any social media channels where your ideal customers hang out, create engaging content that resonates with customers, leverage ugc from customers, get more reviews and ugc content on social media, organic vs. paid social: when to use each one.

Social media has changed the way people approach their trip planning. According to Statista, 36.5% of travelers said they used social media to find travel inspiration or ideas. The trend is more prevalent among young travelers. About 60% of Generation Zers and 40% of millennials report they use social media for travel purposes.

Many of these travelers might plan entire trips around specific destinations or activities they found on social media — especially if they saw it on their favorite influencer’s profile. Instagram and Facebook are especially influential platforms — 46% of Gen Z travelers say Instagram influences their travel decisions, while 50% say Facebook posts do the trick.

This is because there’s an abundant amount of travel content available online. Many travelers find that sharing vacation photos on social media is an essential part of their trip. In fact, 90% of millennials share photos while they’re on vacation. The “#travel” hashtag alone has over 670 million posts on Instagram.

Social media has revolutionized the way travel brands reach and engage with their customers — and in turn, changing the way those customers research and book their trips.

In the past, travelers would rely on travel agents, guidebooks, and brochures to plan their trips. Now, travelers are much more likely to use visual social media platforms like Instagram and Facebook to find destination inspiration, research hotels, and plan activities.

A customer might come across a unique hotel on Instagram and add it to a “bucket list” folder. By the time they’re ready to plan a trip, they might plan an entire vacation centered on staying at that one hotel.

When travelers are ready to book, social media has also made it easier for them to do so. Now, customers can click on a tour operator’s website from Instagram and book an excursion right then and there , without ever having to switch devices.

All your customers will likely look up reviews before booking with you. In fact, 98% of people say they read online reviews for local businesses.

Outside of standard review platforms, 35% of consumers use YouTube to find information about local businesses, 32% use Instagram, 20% use TikTok, and 35% consult local news outlets.

Reviews are just one form of user-generated content (UGC) that helps influence a customer’s decision to book. Photos and comments shared on social media allow travelers to view the real-life experiences of others, giving them the confidence to book.

Your customers are more likely to trust information that comes from other customers rather than your brand. UGC and reviews provide an authentic, unbiased perspective that can help with their decision-making

Whether they’re checking a review platform or TikTok, the internet is often the first place your customers go to research and book travel. 

Having a strong online presence can help your tour business reach a wider audience, build brand awareness, and increase bookings.

Through search engine optimization (SEO), social media marketing , and online advertising you can reach customers in all stages of their planning process. You can attract them to your social media pages when they’re finding inspiration and bring them to your website when they’re ready to book.

Moreso, having a strong online presence helps you establish credibility in your niche. Your website and social media platforms give you space to display customer reviews, awards, and certifications to build trust with potential customers.

And this can all give you a competitive advantage over other operators in your field. Tour businesses that invest in their online presence can differentiate themselves from competitors and attract more customers.

Here are some of the most common ways that travel and tourism brands capitalize on social media:

• Hotels are working with influencers to get more bookings. 
• Cruise lines are partnering with travel bloggers to generate buzz around their brands.
• Airlines like Ryanair and theme parks like Disney have turned to TikTok to organically reach young travelers with entertaining video content.
• Attractions like The San Diego Zoo and West Virginia Penitentiary are experimenting with short-form video content to see what appeals most to their audiences.

Let’s explore the different ways your travel brand can capitalize on social media’s rising influencer on travel.

If your customers are finding travel inspiration online, you want to find out what platforms they’re hanging out on.

It might help to create a buyer persona, which is a detailed description of someone who represents your target customer. Your buyer persona should include audience characteristics like location, age, travel preferences, and where they get their travel information.

You should post consistently and engage with your customers on the channels they use the most.

What kind of content should you post? Here are a few tips to help you build a strong social media presence that attracts the right customers and drives more bookings :

• Know your audience: As we mentioned above, knowing your audience is key to building a strong online presence. Building a buyer persona will help you understand what kind of experiences your customers are looking for and what motivates them to book. Then, you can create content that fits within those boundaries.
• Use visuals: Instagram, Facebook, and TikTok are visual platforms. Some travelers may prefer to learn about your brand through visuals over long blog posts or articles on Google. This is because photo and video content is engaging, easy to consume, and shareable.
• Tell a story: A compelling narrative is a great way to capture your audience’s attention. Consider sharing behind-the-scenes content or customer anecdotes to connect with your audience on an emotional level.
• Be authentic: Social media is a great place to make your brand’s personality shine through. Show your customers that you’re more than just a faceless logo. Write captions that reflect your brand’s values, use humor when relevant, and interact with customers in a genuine way.

There are endless ways to leverage UGC from customers, including:

• Displaying positive reviews on your home page 
• Reposting positive reviews on social media
• Encouraging users to share their photos or videos with a special hashtag on Instagram
• Sharing customer photos on Instagram and Facebook
• Displaying happy customer photos on your website
• Using positive feedback and/or ratings in an advertising campaign

Getting more reviews on social media can help improve your online reputation.

Let’s say that most of your customers find you through Facebook, so you want to build up your review pool on the platform. 

The first step would be to provide clear instructions on how to leave a review on your Facebook page. After a customer joins you for a tour, don’t be afraid to ask them to leave a review. At this point, make sure to include a link to your Facebook profile to make it as easy for them as possible.

When you receive a positive review, don’t hesitate to share it on your social media profiles and website. This can help build social proof and encourage more customers to leave reviews.

Responding to both positive and negative reviews also shows customers that you value their feedback and are committed to providing excellent customer service. Customers will be more included to leave reviews for a company that appreciates their feedback than one that ignores them.

Organic social media refers to the free, non-paid content that travel brands post on their social media accounts. This kind of content is used to build brand awareness, engage with followers, and foster a community around your brand.

It’s best used when a business wants to establish a strong social media presence and build long-term relationships with its audience.

On the other hand, paid social media ads are sponsored posts or advertisements that you would pay for on social media platforms. This strategy is great for increasing your reach, driving customers back to your website, and generating new leads and bookings.

Paid ads are best used when a business wants to achieve specific marketing objectives, such as promoting a new tour or targeting a specific audience.

The best approach depends on your tour business’s specific goals.

In many cases, a combination of organic and paid social media may be the most effective strategy.

These are some of the ways how social media has changed the travel landscape. These changes are likely to continue shaping the industry in the years to come. 

However, a strong online presence on the right platforms will help your tour business reach new customers and drive more bookings in 2023.

Writer Carla Vianna

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How Social Media Has Changed Travel

What kind of impact has social media had on the travel and tourism industry? Find out 14 ways social media has changed travel.

To say that we, as a global culture, are obsessed with our phones and scrolling through social media is a vast understatement. It’s a worldwide addiction that you need only lift your head and look around to verify. Social media has changed the way we shop, date, communicate, work… and social media has changed the way we travel! 

As an intrepid traveler, I’ve roamed the world with my husband for over 15 years. We’ve spent the last three of those years as full-time travel writers and videographers, and the change in the travel sector is glaringly obvious to me in my personal travels. Social media has changed travel in just about every way imaginable, or so it seems. But, what do the numbers say? Is it really what it appears? Let’s take a dive into all the ways social media has impacted the travel industry—the good, bad, and the ugly.

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Social Media Impact on Travel

According to an article by Forbes Magazine , there are more than 300,000,000 posts just on Instagram that are hashtagged with the word “travel.” That breaks down to over 100,000 posts every single day for more than 8 years. That doesn’t even come close to the true amount when you take in those who don’t utilize hashtags or those who chose one of the thousands of other travel-related tags to use. Now, given that 4.76 billion people are social media users as of 2023, according to a new study by We Are Social and Hootsuite , that’s a whole lot of people looking at travel-related material. 

Millennials, or those who were pretty much born and raised with the ability to Google, are now the most populous group on the planet , and YPulse puts their spending power at 2.5 trillion dollars in a 2020 survey . Given that millennials also travel more than previous generations and that 97% of millennials use social media while traveling, the effects of social media platforms on the travel industry are no-brainers! Let’s take a look at a few specific ways that social media has changed the landscape of the travel industry.

Ways Social Media Has Changed Travel and Tourism

1. social media has increased general travel knowledge..

There’s no doubt about it; we now have the travel world at our fingertips. With Instagram, YouTube, and TikTok basically operating as image and video search engines, we can look up any place in the world and see it in detail in seconds. Plus, the more you look at travel, the more social media sites know that you like travel, and the more pictures and videos they flood your feed with… brilliant how that works!

With hundreds of thousands of travel influencers out there (plus regular folks sharing their vacations), the amount of information on specific destinations now on your everyday scroll is mind-blowing! According to a study done in Economics journa l, a whopping 91.35% of people surveyed were turned on to a travel destination by pictures or information they saw on social media. Long gone are the days of booking a vacation to your parent’s favorite spot or a place that is famous in your region. Now, travelers are privy to detailed information about faraway lands, complete with edited photos to lure them to wander. 

2. Social media has increased accessibility to travel.

With so many social media influencers, marketing ads, and budget-travel experts helping us out now, worldwide travel is much more accessible to most people. It still blows my mind how many older people in my life assume that travel is exorbitantly expensive or that they would never be able to see the world. I hear it all the time! Those in the age group that routinely uses social media know better. 

Budget tip websites, travel hacking blogs, and YouTube travel gurus have taught us how to see the world on a dime, and for that, I’m very grateful. On a personal note, I can attest that I spend approximately half the amount of money traveling the world full-time as I spent living in the United States. I am able to do this based partially on lessons learned from years of travel, but it’s also heavily based on the information that I glean from social media and the internet in general. 

3. Social media has helped change the travel demographic.

Until the Millennial generation and the rise of social media, big travel experiences were mostly reserved for special occasions—a yearly family vacation or honeymoon, for instance. Travel was seen as something you could do (hopefully) when you retired. That’s no longer the case. Millennials, who are currently right in the heart of their career and rearing families, are traveling more than any other generation. Gen Z isn’t far behind. We’re traveling as much during the busy years of our lives as Boomers are during their retirement. 

Research shows that while millennials do travel more, they are also more likely to travel for different reasons than just leisure. Bleisure travel, or the mix of business and leisure, has become a huge part of the tourism industry in recent years as more and more jobs go remote. Social media certainly helps fuel this phenomenon with countess profiles touting the perks of the digital nomad life and how to make money while traveling. 

4. Social media has increased travel FOMO.

Oh, FOMO, the fear of missing out… social media has created an envy and a desire to experience what we see on our screens for ourselves. We see our friends and family and all those influencers on some remote beach, enjoying a local film festival or trying exotic foods in a street market, and it causes many viewers to wish they were doing the same. This obviously doesn’t apply to everyone who sees the images. My own father and sister have zero desire to travel the world despite my career. They couldn’t care less. But for many, this knowledge that these amazing experiences are out there and that they are missing out on them is a primary driving force to travel.

5. Social media has created a false travel universe.

Speaking to that travel envy… is it really what it seems? The simple answer is no! A study by Alliance Global has shown that 36% of Millennials surveyed confessed to posting misleading and false information to glamorize a destination or trip. Why? Why would you deliberately mislead your followers? When asked, 65% of the deceivers stated that they did it to make friends and family envious. Fifty-one percent said they also do it to compete with other social media posters. The latter stat is probably the influencer crowd speaking. 

With TikTok and YouTube providing monetization to large accounts, there is a push to present the most eye-catching content, and that involves cropping out graffiti, editing the water color with Lightroom, only photographing certain aspects of a city or location, and, sometimes, outright lying about an experience. This especially goes if you’re representing a hotel or tourism board, which many influencers are being paid to do. According to stats provided by Stackla , social media users do say they make travel decisions based on user-generated content (UGC) far more than content by travel influencers. So, there’s an awareness that people are being paid to present this info, and people do take that into account. However, according to the numbers, your friends and family might be fudging the facts, too!

6. Social media has increased location targeting.

Social media has changed the locations that people travel to. Let’s take a look at the Riviera Maya in Mexico as an example. Cancun has been a top tourist destination for decades, and Playa del Carmen is popular with cruisers, but most people, until recent years, would not have heard of little Tulum. Now, you’ve undoubtedly seen scores of couples on bikes posing in front of the “Follow that dream” street sign or the Ven a La Luz sculpture outside Ahau Hotel.

According to Travel Pulse , Tulum received around 250,000 visitors in 2017. This was after being listed as an up-and-comer with TripAdvisor in 2016. In 2022, after those couple of spots became Instagram sensations, the Cancun Sun reports that Tulum has had years with more than 2 million visitors. That is quite a growth spurt! 

7. Social media has caused socioeconomic changes due to tourism.

While the uptake in tourism dollars certainly increases the overall GDP of popular destinations, it has also caused some difficulties. Now, social media is not the only reason there has been an increase in travel across the board, but it plays a huge part. Some of the negative effects we’ve seen from this include locals being driven from affordable housing so that Airbnbs can be created for tourists and the increase of poverty in popular tourist destinations. Many of the destinations that are hashtag-targeted blow up in popularity much faster than the local population and infrastructure can support.

Let’s take a look at Mexico again. There have been several online articles written about disputes and frustration within Mexico City. Locals are reportedly being evicted from their apartment complexes because owners are turning them into more profitable vacation rentals and homes for digital nomads. According to Euronews, the number of legal evictions increased by 27% from the year 2020 to 2021, and that doesn’t even include non-legal rental agreements. Tulum too has seen an uptake in poverty levels attributed to migrant workers coming in to build luxury hotels and vacation rentals. These workers are reportedly living in poverty in temporary (and illegal) squatter villages. According to the Cancun Sun , between the years of 2015-2020, at the height of its tourism surge, Tulum’s poverty rate almost doubled, the highest numbers recorded for the Yucatan region.

8. Social media has changed travel motivation.

Not only has social media contributed to more people traveling, but it has also changed the reasons why people travel. According to an article by Travel Pulse and statistics by Jet Cost , a survey of 4,000 Americans aged 22-37 stated that 21% admitted their primary reason for travel was to get snaps for their social media page. Sixty-one percent said they would not consider a vacation destination where they could not take and post pictures. That means approximately 1/5th of Millennial travelers are doing it for the Gram.

9. Social media has changed the travel planning process.

It’s a rare occasion these days that a perspective traveler busts out a traditional travel guidebook (although you should). Travelers use Instagram, YouTube, and TikTok as search engines, pulling up and following hashtags and accounts that specialize in their intended destination. We save posts that give pertinent information, create Instagram albums with all the specific attractions we want to see, and take notes from YouTube listicles. Before long, the whole trip is prepared in photo form, all logged on our smartphones.

According to YouGov’s 2022 Travel and Tourism Report , 39% of Gen Z tourists state that their primary source of information when planning a vacation is social media. Many more use it as a secondary source or for inspiration. This is an increase over previous generations, so it looks like the future of travel will rely even more heavily on the influence of UGC on social media. 

10. Social media has changed customer service.

Diana Trowbridge, vice president of marketing for Marriott, via an interview with Travel Pulse states that customer service is much more difficult than it used to be. Hotels must not only rely on the in-person experience, but they must provide a comprehensive social media profile, increasing their burden. 

Customer service agents must respond quickly to complaints submitted via Twitter, WhatsApp, or Facebook in order to avoid negative reviews that impact their future traveler’s perceptions. Hotels are increasingly responsible for not just shelter and a pleasant stay but a profile-pic-worthy, envy-inducing experience. It’s no longer good enough to be a great hotel; you must present as a great hotel. 

More Than Hotels

Hotels aren’t the only ones that must adapt. Tour companies, restaurants, and attractions that don’t utilize social media in a savvy way will likely struggle, at least with international travelers. Having a social media account is no longer enough, either. Social media strategists are constantly evolving, researching, and adapting their strategies to target the needs and interests of travelers. This might include featuring posts on your business’s environmental footprint, your ethics around animal tourism, and what you’re doing to be inclusive of all cultures and people groups. All of these aspects (and many more) and how they are presented to the public via social media affect the bottom line. 

11. Social media has decreased the element of surprise.

Since the rise of social media, it’s hard to travel to a destination that you haven’t seen before. As we’ve proved, most travelers are choosing destinations based on what they’ve seen online or on social media, and they’re researching these places thoroughly before making a decision to travel. Since there’s a known problem with influencer exaggeration and heavily doctored photos, smart travelers are digging for the truth, so by the time they actually visit the destination, they likely know much more about it than they would have if they had taken this trip 20 years ago. 

There’s a balance to traveling wisely—finding the best deals, experiences, and locations and having some sense of spontaneity. I often fight this battle myself. In essence, I’m a budget traveler and believe that I get more out of the experience when I’ve researched the culture, traditions, local restaurants, and authentic experiences. However, it’s always a balance between a detailed itinerary and leaving room for spontaneous day trips and evenings spent with new local friends. Sometimes, the amount of information I know about my destination takes away from the wanderlust and awe of stumbling upon the unknown. 

12. Social media has changed the actual travel experience.

I can speak to this one personally, and you probably can, too. When I first started traveling heavily, around 2009 or so, there were definitely places where you waited in line, and there were tourists with camera phones, but nothing like today. Recently, my husband and I took a road trip through Turkiye, and two specific spots were glaring examples of this change.

The number of photographers with giant angel wings ready and waiting to photograph young girls along the white limestone cliffs of the natural pools at Pamukkale was staggering! We sat in the blue water pools as TikTok influencers performed sexy dances around us, and women in flowing gowns and wings posed at our backs to get that perfect shot. 

From there, we visited Cappadocia, and as we soared over the incredible landscape in a hot air balloon, dozens of women and couples were shooting with local photographers below us. There are businesses that specialize in renting elaborate, flowy dresses and vintage cars just for these Instagram photoshoots. That is certainly something you would not have seen ten years ago. 

It’s quite common now to wait in long lines just to get that Insta-snap at places like Norway’s Trolltunga, the Ahau Hotel sculpture in Tulum, or sunrise pics at Angkor Wat. It’s common for us to be walking down a cobblestone street in Europe (probably vlogging) and catch a TikTok dance being filmed in front of us. In short, waiting and taking turns to get the shot is now an everyday part of travel in many parts of the world. 

13. Social media has created new travel industry jobs.

Social media has undoubtedly created a whole new arena of jobs, including digital marketing specialists working with hotels, professional UGC creators, and YouTube video makers. We aren’t just talking side hustles, either. Social media influencers are pulling in massive paydays. The most successful ones have retirement funds, investment portfolios, and multiple properties all funded by their lucrative social media contracts. 

Hotels, resorts, and tourism boards now have social media managers who work with the traditional marketing team to handle their public appearance. A realm of photography has developed that focuses solely on producing professional-looking staged photos for Airbnb properties. Tourism boards are hiring influencers to produce content that draws visitors to their cities. It’s a huge business. 

14. Social media has increased awareness of travel downfalls.

Social media has helped raise awareness of questionable aspects of the travel industry. Multiple accounts, for instance, have called out and shamed animal tourism businesses that do not treat their animals with care and love. Social media has assisted in massive beach cleanups in India and many other locations, organizing efforts for the masses who came out to help. Social media has shone a light on the sometimes unacceptable behavior of influencers as well. Whole accounts are dedicated to embarrassing travelers who treat the environment flippantly or are unsafe in their attempts to capture photos. While some of these accounts can be a bit harsh, hopefully in the long run, social media spotlights will lead to more culturally, environmentally, and socially responsible travelers. 

Keep Scrolling!

Whether you love it or hate it, there’s no doubt that social media has changed travel in just about every way possible. While some of the effects are certainly negative, social media has also opened up swaths of opportunities for whole new generations to travel the world their way. With the amount of information now at our fingertips, it’s possible for every kind of traveler to find the trip that suits them perfectly and aligns with their ethics, too.

Have you ever found your next vacation destination from a social media post? Let us know in the comments! 

Social media isn’t the only way to find a great trip! We happen to love providing you with amazing options via our travel blog. Our writers are avid travelers and experts in their crafts. Check out our travel section for tons of amazing trip ideas! 

Looking for a more meaningful way to travel? Take some cues from “ Travel With Purpose: Long-Term Volunteer Opportunities .”

Frequently Asked Questions

Social media impacts travel negatively by overrunning popular destinations that don’t have the infrastructure to support the masses and by presenting false information about destinations .

Yes! According to Economics Journal, 91.35 % of people say they have been inspired to travel because of a social media post . Now, the sky seems to be the limit when it comes to traveling.

With millennials traveling more than any other generation and 97% of them using social media , daily scrolling exposes millions of prospective travelers to inspiration each day.

Social media apps like Instagram are used for travel inspiration and planning . Google Maps and Translate are wonderful for directions and language, and Let’s Roam has amazing scavenger hunts!

Technology has positively impacted travel by increasing knowledge and accessibility . Travel apps provide inspiration, directions, language help, and local guides for food and attractions .

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Mapping the Journey: How Social Media Shapes and Transforms Travel Experiences

I n the digital age, social media has become an integral part of our lives, influencing various aspects from our daily routines to our travel experiences. The way we plan, document, and share our journeys has been revolutionized by platforms like Instagram, Facebook, and Twitter. Here are ten ways shared by Zishan Khan, Chief Acquisition Officer & Co-Founder, Ekostay, a leading homestay venture in which our social media footprint moulds our travel experiences.

Inspiration for Destinations: Social media is a treasure trove of travel inspiration. Platforms like Instagram and Pinterest are brimming with stunning photos and travel stories that spark our wanderlust. Influencers and travel bloggers share their adventures, showcasing hidden gems and must-visit spots. This constant stream of visual content helps travelers discover new destinations and experiences they might not have considered otherwise.

Research and Planning: Gone are the days when travelers relied solely on guidebooks and travel agents. Now, social media plays a crucial role in the planning process. Travelers can join travel groups on Facebook, follow hashtags on Instagram, and read reviews on platforms like TripAdvisor. These resources provide real-time insights, tips, and recommendations from fellow travelers, making it easier to plan a well-informed trip.

Real-Time Updates: Social media allows travelers to stay updated with real-time information. From flight delays and weather updates to local events and festivals, platforms like Twitter and Instagram keep travelers informed about the latest developments. This instant access to information can be invaluable, especially in unfamiliar destinations.

Connecting with Locals and Fellow Travelers: One of the most enriching aspects of travel is connecting with people from different cultures. Social media facilitates these connections by allowing travelers to join local groups, attend meetups, and follow local influencers. Platforms like Couchsurfing and Meetup make it easier to find local hosts and fellow travelers, fostering meaningful interactions and friendships.

Enhanced Travel Experience Through User-Generated Content: User-generated content (UGC) is a powerful tool that enhances the travel experience. Travelers can share their own photos, videos, and reviews, contributing to a collective pool of information. This content provides authentic and relatable insights that help other travelers make informed decisions. UGC also allows travelers to relive their experiences and share them with a wider audience.

Virtual Reality and Augmented Reality: Technological advancements in virtual reality (VR) and augmented reality (AR) are transforming the way we experience travel. Social media platforms are incorporating VR and AR features, allowing travelers to explore destinations virtually before visiting them. This immersive experience helps travelers make better decisions about where to go and what to do, enhancing their overall journey.

Influence of Travel Influencers: Travel influencers have a significant impact on the travel industry. Their curated content and personal experiences inspire millions of followers. Brands and destinations collaborate with influencers to promote their offerings, leveraging their reach and credibility. This trend not only boosts tourism but also shapes travelers' perceptions and preferences.

Documenting and Sharing Experiences: Documenting and sharing travel experiences on social media has become a norm. Travelers use platforms like Instagram, Snapchat, and TikTok to share photos, stories, and videos of their adventures. This not only allows them to preserve memories but also provides a way to share their journey with friends, family, and followers. The instant feedback and engagement from their audience add to the excitement of traveling.

Social Media as a Travel Journal: Many travelers use social media as a digital travel journal, chronicling their adventures in real-time. Platforms like Instagram Stories and Facebook Memories provide a timeline of their journeys, making it easy to look back and relive their experiences. This digital archive serves as a personal diary and a source of inspiration for future trips.

Influence on Travel Trends: Social media has a profound influence on travel trends. Viral content, popular hashtags, and trending destinations shape where and how people travel. The rise of phenomena like the "Instagrammable" destination highlights the impact of social media on travel choices. Destinations that offer unique and visually appealing experiences attract more visitors, driven by the desire to capture and share perfect moments online.

In conclusion, social media has transformed the way we travel, from inspiration and planning to documenting and sharing experiences. Our social media footprint shapes our travel journeys, providing us with endless resources, connections, and opportunities. As technology continues to evolve, the influence of social media on travel will only grow, making our adventures more connected and enriching. Whether you’re a seasoned traveler or planning your first trip, leveraging social media can enhance your travel experience in myriad ways.

Expedia Group Media Solutions

Social media’s rising influence on the travel industry.

By Expedia Group Media Solutions

January 18, 2023

Social media has been around for over a decade now, but its influence over our decision making and buying preferences continues to grow. As travel is an inherently social activity, this influence is particularly present for our industry.   

Consumers are constantly inspired by stunning landscapes, compelling food, and adventurous experiences online, presenting an opportunity for brands to connect and amplify their messages to reach a larger audience. As new social platforms emerge, the importance of engaging with travelers in the areas they are looking for inspiration only grows.   

Social media as a source of inspiration

While family, friends, and travel providers are the most popular sources of travel inspiration, our 2023 Traveler Value Index showed that social media is right behind them, with 35% of consumers saying they use social for travel inspiration. The use of social media as travel inspiration surpassed more traditional outlets, such as travel agents (29%), media publications such as newspapers or magazines (26%), and entertainment, like TV shows and movies (25%).  

53% of Gen Z consumers say they use social media for travel inspiration

But the influence of social media is much more present when you look at younger generations. For consumers under the age of 40, 50% of them say they use social media as a source for inspiration, a very close second to family (52%). For Gen Z, social media is the number one most popular source of inspiration, with 53% saying they turn to social for inspiration, meaning a strong social presence is essential for connecting with younger travelers.  

Taking a regional look, consumers from South Africa and Mexico are particularly influenced by social. In South Africa, 59% of consumers look to social for inspiration and 54% in Mexico.  

Hotel advertising that can reach any traveler, anywhere

Travelers looking to book a hotel use multiple channels to find their ideal place to stay, from social media to travel websites, and more. This is why it’s imperative that you know when — and where — to reach the right traveler. Whether you’re trying to reach early-bird or last-minute bookers, our targeting capabilities can help you connect with the right traveler at the right time.  

Crafting successful social media campaigns 

To connect with travelers finding inspiration on their social feeds, creating fresh, innovative, and authentic social media campaigns is key. This helps your brand not only get in front of travelers but stand out in a way that will be memorable. We’ve worked with many brands to develop social media campaigns and strategies that resonate and use social channels to amplify other creative elements of campaigns.  

Destination Canada explores TikTok

Destination Canada, the NTO (National Tourism Organization) for Canada, worked with our team to leverage Expedia Group’s social media channels, including TikTok , in a summer social media campaign targeting travelers from key U.S. states.  

The 15-second TikTok video featured the Top 5 Things Not to Miss in Canada, including the country’s most exciting sights and experiences such as its stunning lakes, lush rainforests, and iconic Toronto cityscape. The social video drove impressive results, reaching over 2 million users from key U.S. markets and generating over 3.5 million impressions, further proving bite-sized social content can create big impact for marketing campaigns. 

@expedia canada is calling ?? #canada #travel #traveltiktok #tiktoktravel #explorecanada #adventuretravel #bucketlisttravel #expedia ♬ 是夏天啊 – Official Sound Studio

Abu Dhabi creates an immersive experience, promoted through social  

Our campaign with the Abu Dhabi Department of Culture and Tourism took a more immersive approach by following the adventures of social media influencer, Ellie, as she explored Abu Dhabi. Our in-house creative agency developed an original video episode for “The Next Turn” series. In the “City of Surprises” episode, travel shoppers can watch, explore, and book, all on the same page to effectively connect inspiration with a shoppable booking experience.  

The video is amplified through social media, utilizing short trailers to hook viewers and entice them to learn more. Ellie is also sharing the content on her social channels, further expanding the message to her trusted audience and encouraging bookings. 

Using social media marketing for travel inspiration and influence

By using our social media solutions for travel marketing , you can take advantage of a highly targeted audience of travelers across our brands like Expedia, Vrbo and Hotels.com. Some of the solutions we offer include:  

• Social integration packages to transform standard ads into a native social experience across traveler’s social feeds. 
• Instagram stories, which motivate travelers who are seeking inspiration and increase engagement with your brand. 
• Co-branded videos that capture traveler interest with compelling video content.  
• Custom social promotion across multiple platforms to create the most engaging social experience while telling your brand story.  

These social media solutions are set up to help your brand stand out in our highly engaged travel community. As the popularity of social media continues to rise and travelers look to new platforms for inspiration and advice, ensuring your brand has a strong social strategy is a recipe for success.  

To learn more about our social media strategies and how we can help your brand, contact us today. Or, to learn more about the latest trends that your brand should be paying attention to, download our 2023 Traveler Value Index .  

Expedia Group Media Solutions is the world's leading travel media network. We connect advertisers with hundreds of millions of travelers across the globe. Our exclusive first-party data on traveler trends, search behavior, and booking data provides travel marketers with unique insights to inform their strategies. We offer a full-funnel suite of solutions to help you convert travelers, and our digital experts can help you create advertising campaigns that deliver.

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3 Ways Social Media Has Changed the Way We Travel

Social networks, websites and apps have become go-to tools for trip planning and travel advice.  

iStockPhoto

With digital tools like Twitter and Instagram, you can discover new places you want to visit, gather recommendations from friends and connect with like-minded travelers who share your interests.

Through social media platforms like Facebook, Instagram, Snapchat, Twitter and Pinterest, our desire to discover new places has grown exponentially. And with a wealth  of digital-savvy tools  at our fingertips, it's easy to see why we've become obsessed with staying connected on social media platforms. If we don't have our mobile devices within arms' reach, we feel isolated and out of touch. 

We also use social media to share travel experiences with close ones and connect with friends and family, near and afar. And in today's digital age, it's hard to go to the beach or attend a big event, without 'checking in' on Facebook or uploading a photo to Instagram. Let's face it: Social networks are bigger today than ever, and with a rise of new platforms and mobile technology, social media will continue to influence the industry and the way we travel. Many social applications, especially mobile-friendly platforms, like Instagram and Snapchat, are becoming the go-to platforms for connecting with each other and sharing our life experiences. With that in mind, here are three ways social media has impacted how we travel.  

We Can Easily Discover New Places

Just a decade ago, before we turned to social media for travel-planning inspiration, we relied on print guidebooks to tap into new destinations around the world. But today, social media takes connectivity to a new level. With social media outlets enabling stories, pictures and status updates to go viral, it's never been easier to learn about exotic places.

On Instagram and Twitter, for example, you can search common hashtags to see real-time content from people who are in the area. On Snapchat and Periscope, you can watch live-streamed videos from people across the globe. And on Facebook, you can follow travel brands, industry experts and friends for inspiration.

We're Always Connected

When you're on the road, there's no better way to engage with the local culture than utilizing social media platforms to connect with residents that share your interests. And in addition to mainstream social networks, there are a number of other social  applications  that make meeting others a breeze.

Couchsurfing, for instance, links travelers with locals who have extra room to spare in their house.  The app offers a platform for members to stay on couches (or beds) at a local's home. You can also post a message in a public group forum to ask for travel advice and arrange meet-ups with local residents. Meanwhile, the BonAppetour app helps connect travelers with local hosts to savor home-cooked meals and other dining experiences, such as cooking classes. And the Party with a Local app, as its name suggests, connects like-minded travelers, locals and expats nearby who want to party. To help ensure safety, you can even browse user profiles and reviews to get a sense of users' interests before meeting in real life. Other social-driven dating apps, such as Tinder and Hinge, help match users around the world in a given location. And though such apps aim to help connect singles, they can offer a useful tool for meeting people around the world.   

We're Constantly Sharing Travel Experiences With Friends and Family

Perhaps the main reason we use social networks is to show off to our friends. Our favorite activity is posting photos of ourselves on a beach in Thailand, or in front of the Eiffel Tower in  Paris  or along the  Great Wall of China . 

What does this do? It shares scenes from vibrant destinations across the globe to people in our network, inspiring our friends to get out and explore the world. Posting  photos  from exciting places also introduces our loved ones to lesser-known and underappreciated places they've never heard of before.

These three reasons, among many more, are clear signs social media has shifted the way we travel. And with the chance to easily discover awe-inspiring places and connect with new travel companions the world over through interactive features and tools, it might just be for the better.

Tags: Travel , technology , Travel Tips

About En Route

Practical advice on the art of traveling smarter with tips, tricks and intel from En Route's panel of experts.

Contributors have experience in areas ranging from family travel, adventure travel, experiential travel and budget travel to hotels, cruises and travel rewards and include Amy Whitley , Claire Volkman , Holly Johnson , Marsha Dubrow , Lyn Mettler , Sery Kim , Kyle McCarthy , Erica Lamberg , Jess Moss , Sheryl Nance-Nash , Sherry Laskin , Katie Jackson , Erin Gifford , Roger Sands , Steve Larese , Gwen Pratesi , Erin Block , Dave Parfitt , Kacey Mya , Kimberly Wilson , Susan Portnoy , Donna Tabbert Long and Kitty Bean Yancey .

Edited by Liz Weiss .

If you make a purchase from our site, we may earn a commission. This does not affect the quality or independence of our editorial content.

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CASE STUDY: How Social Media Is Changing The Way We Travel (By The Numbers)

BY Michelle van Praag

Social media use has grown exponentially over the past decade and there is no doubt that it is having a huge impact. It has begun to influence almost all areas of our lives - in particular, how we travel. 

There is no doubt that Facebook is king, with over 2.38 billion monthly active users, making it the biggest social network worldwide. 

Youtube and Whatsapp follow closely with 1.9 billion and 1.5 billion monthly active users respectively.

And with over one billion monthly users, Instagram alone has become the new ‘landing page’ for many businesses, not least those which depend on image-driven marketing such as hotels and resorts(1).

ForeverVacation is a premium tour and entertainment company that focuses on fun, premium and unique tours around South East Asia. We currently have locations in Bali, Malaysia, Vietnam and Thailand and employ 43 team members which are comprised of management, marketing and our amazing tour guides.

In this case study we’re going to show exactly how social media is changing the way we travel using our own numbers based on over 2,000 private tours analyzed in South East Asia. For the purpose of this study, we used tours only from Bali, Malaysia & Vietnam.

Let’s dig into this a little deeper…

Research conducted by Facebook in 2019 showed that 67% of travelers use Instagram to find travel inspiration before booking a trip and once the trip is booked, they continue to use the platform to get themselves pumped for the upcoming adventure(2).

 It’s encouraging people to explore new places they never even knew existed until they saw a photo pop up on their newsfeed! Now, we’re only a few clicks away from seeing an image on Instagram to purchasing a ticket to go there. 

The power of social media should not be overlooked, especially when used by influential people. In 2015, Justin Bieber filmed his music video for “I’ll Show You” at the Fjadrárgljúfur canyon in Iceland which was shared on all of his social media pages. After this, tourism to the once sleepy town doubled between 2017 and 2018 . 

The small alpine town of Wanaka in New Zealand also benefited from embracing this new way of online marketing. Thanks to it’s ‘insta-worthy’ scenery, there was a 14% growth in tourism in 2018. 

Tourism chiefs attribute this to a social media campaign in which social media influencers were hosted in the town, generating a wave of Instagram related publicity(3).

This suggests that consumers are now looking to social media for travel inspiration. Many even go as far as to recreate particular images or videos from their favorite Instagram pages. 

At ForeverVacation, we offer 50 different tours in Southeast Asia and our tours that focus on capturing great photos make up about 73% of our tour bookings. This shows that the motive for travel is now all about creating exciting images. 

And a study carried out by Schofields also found that over  40% of millennials aged 18-33 consider ‘Instagrammability’ when selecting their next holiday destination. 

Instagram seems to be the leading name when it comes to travel inspiration. The platform has more than 300,000,000 posts tagged with the word ‘travel’ in them. 

In terms of our customers, 68% of our tour bookings are booked by millennials . Research shows that 75% of millennials post on social media every day and 97% use social media while traveling(4). The millions of vacation pictures flooding the internet are proof of this! This generation is leveraging social media to share their travel stories with the world. 

Companies looking to sustain themselves have to keep the millennial traveler demographic in mind. Millennials are aspirational and experiential travelers. 

If one or more social posts appeal to them, they might be tempted to book right on the spot. Photos of dramatic landscapes could easily translate into travel plans for the immediate future. 

Millennials are choosing, booking, recording and sharing their travels on social media in ways older generations simply didn’t. 

But with social media at their fingertips and immediate access to endless inspiration and information, millennials want instant confirmation and communication from travel companies. They want to organize and engage digitally and seek much more instant gratification. Communication needs to happen as fast and as regularly as social updates do. 

It seems that although millennials are less inclined to pick up the phone and prefer to arrange everything online, they still want human help if they hit a snag on the road. This is where companies should consider a hybrid model that allows customers to book with a click, but still be able to contact a concierge team at all times in case of last-minute delays or miscommunications. 

This is where social media platforms such as Whatsapp are extremely useful. At ForeverVacation we now use Whatsapp to communicate with all of our customers during and leading up to their tours with us.

To millennials, a favorite travel influencer’s recommendation means more than one from friends or family in a lot of cases. Millennials are 54% more likely to make a purchase based on a social media influencer’s recommendation. 

We have seen this in our own data as approximately 12% of our tour bookings come from referrals when being tagged or mentioned on Instagram or Facebook by a guest.

With smartphones making it easier and quicker to both take and share high quality photos and video, there has been an explosion of visual content right at the customer’s fingertips. 

And it is the people behind the cameras who dictate where customers travel, rather than the travel agent’s or glossy travel brochures. Increasingly, consumers trust peers or influencers more than brands or celebrity endorsed campaigns. 

With social media developing all the time, new ‘stories’ and ‘live’ features mean that there is little about the narrative which gets left untold. Each detail is carefully captured, meaning that the consumer has already been to the destination before even leaving home! 

Now you can almost curate your whole experience based on the images you see online - of course this is changing the way we travel!

Travel motives are about visiting certain attractions and creating beautiful images to post on social media

Millennials want instant communication and gratification via social media platforms when trip planning 

Consumers look to peers and influencers on social media for referrals and recommendations 

Basically, social media IS changing the way we travel in a big way. But, this is not necessarily a bad thing! Consumers now have instantaneous access to so much travel inspiration and information, and companies can use this to their benefit. 

Millennials are quick-thinking multi-taskers who are being encouraged to spend their money on experiences rather than things. The world is changing very rapidly and social media is always progressing, but we can use this to our advantage. And one thing that will never change is that people will always want to travel the world! 

References:

https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

https://www.olapic.com/resources/the-impact-of-social-media-on-travel-inspiration_blog-p1aw-f1tr-v1th-t1sm/

https://www.nytimes.com/2019/08/25/business/iceland-economy-wow-air.html

https://www.condorferries.co.uk/millennials-travel-statistics-trends

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18+ Statistics on How Social Media Affects Travel [2024]

Welcome to our curated and vetted 2024 list of 18+ statistics on how social media affects travel.

Here’s a quick breakdown of what we’ll cover:

Top Social Media vs. Travel Statistics

Consumption patterns and preferences in travel content on social media, influence and trust in travel influencers, impact of social media on travel decisions and experiences, stacking it all up.

• A significant 78% of Americans admit that social media influencers prompted them to explore new destinations, restaurants, or attractions.
• Globally, 35% of consumers turn to social media for travel inspiration.

• About 38% of Gen Zers and 28% of Millennials claim social media made them overspend on travel after seeing other users’ vacations.
• Nearly half ( 48% ) of travelers visit places to flaunt them on social media.

01. A majority of Americans choose Instagram (37%) as their top social platform for their travel needs.

02. Activities and attractions (19%) is the type of travel information Americans typically search for on social media.

03. The primary reason why social media users engage with travel content is for entertainment and vicarious experiences (42%).

04. A full 89% of Americans go on social media while on vacation.

05. People on vacation usually dedicate 1–2 hours to social media every day.

06. A majority of Americans (58%) lament their latest vacation was marred by excessive social media usage.

Sources: ePassportPhoto , Passport Photo Online #1 , Passport Photo Online #2

07. A significant 78% of Americans admit that social media influencers prompted them to explore new destinations, restaurants, or attractions.

08. Most people (45%) have only moderate trust in content creators on social media.

09. Roughly 59% of social media users have felt duped by a blogger’s travel advice at least once.

10. Information accuracy (25%) is Americans’ primary concern when considering travel recommendations from influencers on social media.

Sources: Passport Photo Online

11. Globally, 35% of consumers turn to social media for travel inspiration. For Gen Zers, this number jumps to 53%.

12. More people find travel inspiration from social media (35%) than from travel agents (29%), newspapers/magazines (26%), and TV shows/movies (25%).

13. Social media (75%) has the greatest influence on travel destination choices, ahead of TV/news/movies (64%) and family and friends (47%).

14. The “travel” hashtag on TikTok has amassed over 27.2M posts and 223.1B views.

15. Six in 10 TikTok users have grown interested in visiting new places (e.g., parks, beaches, cities) after watching a video about them.

16. About 32% of people have booked stays at hotels or resorts they saw on TikTok.

17. About 38% of Gen Zers and 28% of Millennials claim social media made them overspend on travel after seeing other users’ vacations.

18. Nearly half (48%) of travelers visit places to flaunt them on social media.

Sources: Credit Karma , Expedia , MGH , Statista , TikTok Hashtags

That concludes our deep dive into how social media affects travel.

If you think this information would benefit your audience, you’re welcome to share it. Just remember to link back to this page as a nod to our efforts.

As a Digital PR specialist and a member of the Society of Professional Journalists (SPJ), I have 5+ years of writing experience. Over the course of my career, my work has garnered significant attention, with features in numerous prominent publications such as The New York Times, Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, TechRepublic, Glassdoor, and G2.

35+ Stats on How Social Media Affects Travel [2023]

There’s no question about it:

Social media has a ripple effect on many aspects of our lives, including travel. 

So much so that many have started to choose travel destinations based on how “Instagrammable” the pics will be.

That’s why at Passport Photo Online, we’ve decided to compile the most recent and valuable statistics on how social media shapes tourists’ choices in 2023.

Let’s dive in.

Top 10 Social Media vs. Travel Statistics to Know in 2023

General social media vs. travel stats.

• 89% of US vacationers checked social media during their most recent leisurely trip.
• Over half of travelers (55%) spend between 30 and 120 minutes daily on social media.
• 46% of Americans want to make followers jealous with their travel experience.
• Almost six in 10 travelers (58%) believe frequent social media use negatively impacted their most recent vacation.
• 40% of Millennials pick travel destinations based on how Instagrammable the pics will be.
• 52% of travelers decided to visit a specific destination after seeing its images/videos from friends, family, or peers on social media.
• Over half of vacationers (60%) post photos on social media while away. When it comes to Millenials specifically, that number rises to 97%.
• Friends’ photos on Facebook influence over 50% of users’ travel plans.
• Every week, 1M+ travel-related hashtags are searched on Instagram.
• 70% of Americans update their Facebook status while on vacation.

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• 69% of the worldwide population uses social media platforms for travel-related needs.

• Over 37% use social media specifically for travel inspiration.
• In 2015, Justin Bieber filmed a music video for “I’ll Show You” at the Fjadrárgljúfur canyon in Iceland—a few years later, tourism to the once-sleepy town nearly doubled.
• Instagram has over 300M+ posts with the word “travel” in them.

• Instagram is the top source of travel inspiration for Gen Zers.
• 76% of people who scroll social media for travel say it’s made them want to travel more.
• 86% have grown interested in traveling to a specific destination after seeing its images in their feeds.
• Nearly half of Americans (45%) say friends’ social images are the most influential factor when choosing a restaurant at a travel destination.
• Over 57% of people have made plans to dine at a given restaurant based on images/videos in their feed.
• A quarter of Gen Zers take 50+ pics daily while on vacation. Of those, 40% share them on social media.
• Nearly half of Gen Zers (45%) trust influencers’ travel recommendations.
• 43% of Gen Zers are interested in destinations that look good in pictures.

• 20% of global travelers choose a place to stay that they could style in photos to make it look more expensive.
• Over a quarter of global travelers (26%) like unique accommodation options, as they can help them stand out from the crowd.
• A little over half of travelers (53%) avoid booking hotels that don’t have reviews on social media.

• Over half of future travelers (52%) have liked a Facebook page associated with their destination.
• Over 50% of hotels have a booking engine or widget on their Facebook page to ease booking.
• 38% of Americans use social media to blog about their travel experiences.

• A little over 30% of people track their social media posts’ interactions while on vacation.
• 39% of travelers check in at cool places.
• Over 72% of travelers post vacation photos on social media.

• Just under 40% of global luxury travelers will place more emphasis on social media when traveling in the coming year.
• Over half of global luxury travelers (55%) believe capturing social media content while away helps them enjoy a more meaningful experience.

Stacking It All Up

There you have it.

A comprehensive list of social media vs. travel stats and facts for 2023 you can use to better understand the effect of social media platforms on travelers’ decision-making.

Let us know in the comments if there are any other statistics you’d like to see.

Fair Use Statement

Did you like our infographics? If so, feel free to share them with your audience. Just remember to mention the source and link back to this page.

• BankMyCell, “Digital Detox on Vacation”
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• Schofields, “Holiday Destination Chosen Based on How ‘Instagrammable’ the Holiday Pics Will Be”
• Stackla, “Bridging the Gap: Consumer & Marketing Perspectives on Content in the Digital Age”
• Statista, “How Do You Typically Use Your Mobile Phone to Find Inspiration or Ideas on Where to Travel?”
• Sweeney E., “Study: Just 15% Of Consumers Say Social Channels Influence Travel Choices”
• Wex, “US Travel Trends 2019 Report”
• Woolf M., “Smartphone Use On Vacation [2022 Study]”

As a Digital PR specialist and a member of the Society of Professional Journalists (SPJ), Max has 5+ years of writing experience. Over the course of his career, Max’s work has garnered significant attention, with features in numerous prominent publications such as The New York Times, Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, TechRepublic, Glassdoor, and G2.

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Main sources for travel inspiration worldwide July 2020

Sources of vacation inspiration preferred by travelers worldwide as of july 2020.

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October 2020

18 years and older

adults who have traveled for business or leisure in the past 12 months and were planning to travel in the next 12 months (if/once travel restrictions are lifted)

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*The survey sample included: 999 respondents from the United States, 496 from Canada, 497 from Mexico, 997 from Colombia, 999 from Brazil, 499 from Argentina, 995 from Australia, 499 from New Zealand, 999 from Spain, 996 from Italy, 996 from France, 999 from the United Kingdom, 996 from Germany, 498 from Netherlands, 499 from Denmark, 499 from Sweden, 498 from Croatia, 1,001 from Russia, 498 from Israel, 997 from India, 994 from China, 499 from Hong Kong, 497 from Thailand, 496 from Singapore, 499 from Taiwan, 997 from South Korea, 500 from Vietnam, and 995 from Japan.

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‘This Is Where Rachel Dolezal Got Her Inspiration’: ‘Touched By an Angel’ Actress’s Blackface Episode Resurfaces Amid Outrage Over White Author Disguising Himself as Black to Uncover Racism In America

The CBS sitcom “Touched by an Angel” is being reexamined through a new lens as a complicated episode about racism is being recirculated on social media.

The drama starred beloved “Harlem Nights” actress Della Reese as Tess, a supervisor of sorts for angels in training, and Roma Downey as Monica, an angel grappling to understand the human experience.

It has become a topic of discussion amid outcry over white author Sam Forster disguising himself as Black to “document how racism persists in American society” for his new book “Seven Shoulders: Taxonomizing Racism in Modern America.” John Howard Griffin predated Forster by decades with a similar social experiment for his book “Black Like Me,” published in 1961.

Backlash includes people stating the obvious, that he could have spoken with Black people instead of using blackface to have a Black experience. Which, therein lies the connection to “Touched by an Angel.”

Reacting to Forster’s debacle, an X user wrote , “That reminds me of that episode of ‘touched by an angel’ when monica was Black. when these yt men were chasing her, she prayed SO hard for God to reverse that thang.”

Last summer, I disguised myself as a Black man and traveled throughout the United States to document how racism persists in American society. Writing Seven Shoulders was one of the hardest things I’ve ever done as a journalist. It’s out on May 30th: https://t.co/jK2kvIPh1H pic.twitter.com/TE8mEfOiHi — Sam Forster (@ForsterSam) May 28, 2024

During season 5 episode 23 “Black Like Monica” (1999), Downey’s character is unable to make the connection between the lynching of a man named Moody in a rural southern Illinois town and race. An investigation into the tragedy is delayed as the mayor is preparing to welcome Rosa Parks for a civil rights celebration and does not want a hate crime to ruin the planned events.

As a result of Monica’s probing for answers about the murder, she is locked up, and at the behest of God, she undergoes a shocking transformation — her skin becomes brown and her hair goes from straight brown locs to curly tresses styled in an afro.

This is what happened to that author that became black for their story https://t.co/ChVvcrxn78 — Mr. I Told You So (@DotMyNameOnYou) May 30, 2024

Later in the episode, while trying to flee two men suspected of killing Moody, she says, “In that moment I realized everything. I was human and I was going to die.” As she hid behind a tree, gasping to catch her breath, she prayed, “Oh dear God in Heaven, I’m so afraid, please, please, make me white again.” By the time one of the men finds her, she is white, panicked, and pleading, “Please don’t,” only to be told to relax and that he was looking for a “n—er woman.”

In another scene, while on a bus with Parks, Tess tells Monica that God allowed her to experience being Black “to change your heart because you can’t go on preaching against the darkness until you’ve seen it in yourself first. And there’s not too many politically correct ways to do that, you just have to jump in and dig deep until you face yourself.” X users were stunned by the forgotten episode.

“Is she in blackface? am I tripping?” asked one dumbfounded person. Some others felt that the episode could not have garnered Reese’s approval. They wrote , “Wooooow, I used to love this show. Della musta been out of the country when they did this episode.”

A third user said , “So this is where Rachel Dolezal got her inspiration from lol.” Rachel Dolezal , also known as Nkechi Diallo, is a white woman who fooled the Spokane, Washington, chapter of the NAACP, where she served as president, and many others that she was a fair-skinned Black woman for decades.

Rachel Dolezal, who pretended to be Black for years, says she hasn’t been able to find a job for 6 years “Being a maid at a hotel, working at a casino. I wasn’t able to get any of those jobs either.” https://t.co/USa3TYEjtU pic.twitter.com/jBEynKiwZV — philip lewis (@Phil_Lewis_) February 11, 2021

She defended the lie, saying that she denounced her whiteness and its privilege in order to be a true ally. Despite being outcast for cosplaying her cultural identity, she continues to see herself as a Black woman.

And a fourth person shared, “And of course this actor is married to Mark Burnett-the man that has the recordings of trump during The Apprentice using racial slurs, but won’t release it.” It was also noted that Monica “prayed to be white & not to end racism.”

“Touched by an Angel” ran for seven seasons between 1994 and 2003. Reese passed away in 2017 at the age of 86. The long-running series spawned the short-lived spinoff “Promised Land.”

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Inside WCWS reunion of OU softball star Tiare Jennings, UCLA's Maya Brady

Years ago, Mike Stith’s Orange County Batbusters youth travel softball team dropped their first game at nationals.

Losing in the first round in the tournament meant playing significantly more games, working through the loser’s bracket and playing six contests the day before the championship for 15 consecutive hours. Maya Brady was sick and Tiare Jennings was exhausted from the amount of games their team had played.

“That’s probably our most special and fun memory looking back on them,” Maya’s mother, Maureen Brady, told The Oklahoman .

Fast forward nearly a decade, Brady's and Jennings’ run-in at the Women’s College World Series in Oklahoma City this past week made the rounds on social media. Brady, now a star shortstop at UCLA, and Jennings, one of the greatest players in OU history and third on the all-time home run list, have been like sisters since their time on the Batbusters and couldn’t contain their excitement seeing each other.

Before the two faced off Saturday afternoon on Maya’s birthday, Tiare texted her, "No matter the outcome, I love you. I'm rooting for you."

More: Kelly Maxwell delivers signature outing with OU softball vs UCLA in old-school WCWS win

They always support each other, even though the Sooners narrowly defeated the Bruins 1-0 in an old-school pitching duel where Jennings hit a solo home run.

“It was really special,” said Maureen, who comes from an athletic family as the sister of seven-time Super Bowl champion quarterback Tom Brady and who twice led Fresno State to the WCWS. “We love their family and the girls have such a special relationship and friendship from playing so many years together. It's fun to watch both of them on the field.”

Before Maya Brady and Tiare Jennings were teammates with the Batbusters they were opponents in little league and took private hitting lessons together. 

Now, Jennings sits second all-time on OU’s career home run list, while Brady sits second all-time on UCLA’s career home run list. Saturday’s contest is one they’ll remember forever.

“It was super special, me and her go way back,” Jennings said. “We know, no matter what, the love runs deep, way more than softball. 

“We have that sisterhood like no other.”

More: Relive OU softball's run to three straight WCWS titles with our 'Crimson Empire' book

Throughout their collegiate careers Maya and Tiare have lived over 1,300 miles apart and the WCWS has become a place where childhood softball memories are rekindled on the diamond. 

OU and UCLA have met in the WCWS four times during their careers, with Tiare and the Sooners boasting a 3-1 record. Maya crushed two home runs during the June 6, 2022, matchup.

The Bruins are still alive in this year’s tournament and a rematch in the championship series remains a possibility.

“I always love seeing her,” Brady said. “Obviously, we stopped going to school together, so this is the stadium where we get to see each other play a lot. I love watching her do her thing and live out her dream.”

While it’s always all love off the field, the two are fiercely competitive.

Whenever Brady and Jennings would work out or practice together, they’d mess with each other to try and get in the other’s head.

“I see her and I'm like, ‘Hey, you're too slow to go catch that little flyer,’” Jennings said. “And she looks at me and laughs. No matter how competitive we are, the love runs deep for the Batbusters. For me and her, it's a full-circle moment on the field.”

Stith observed the friendly competition day-in and day-out throughout their teenage years. Both infielders and a year apart in age, a natural competitiveness brewed.

Brady played second base and Jennings played shortstop for the Batbusters and the two complimented each other, forming the most lethal infield in youth softball.

“They both had strengths that were different,” Stith told The Oklahoman . “Both of them motivated each other. If you have people that want to be great and know this is what they're going to do, exceptionalism shows in how they prepare. They would push each other, they would communicate with each other. 

“When one was down, one went up, one would push, but that's what allowed that unique friendship to come together so much.”

Outside of travel ball, Maya starred at Oaks Christian High School in Thousand Oaks, California, and hit .558 as a senior. Maya was ranked the No. 2 recruit in the nation by FloSoftball and chose to stay close to home and play for the Bruins.

Tiare took home the 2019-20 Gatorade Softball Player of the Year award in California and while she admired UCLA growing up, she signed with the Sooners and bought into Patty Gasso’s culture.

With their leadership, Maya and Tiare helped mold several Batbuster teammates who signed with Division I programs.

“Both of them we've had since they were 10 years old,” Stith said. “To watch them where they're at now is quite unique. It's more than watching two good players play when you know the backstory, the friendship, how tight they are and how well they played together and how they helped develop so many good players.”

In 2019, Mark Campbell, who coached the 14U Batbusters and some of the best players in softball history including Maya and Tiare, tragically died after feeling ill while coaching and being rushed to the hospital.

Tiare honored Campbell by shouting him out during her postgame press conference Saturday.

“(Maya and Tiare) were always at the forefront of helping everybody get through that,” Stith said. “Those are memories you never forget. They understand things that are more than just the win of a game, the score of a game or what jersey you're wearing.”

More: OU softball shuts out UCLA as Kelly Maxwell pitches Sooners into WCWS semifinals

‘When you win, I win’

Not only have Maya and Tiare created an everlasting bond, but the Brady and Jennings families have grown close as well.

The Jennings even celebrated Maya’s career at her senior day at UCLA this season.

“The Brady family is top notch,” Maria, Tiare’s mother, told The Oklahoman while tailgating in the Devon Park lot pregame Saturday. “They are kind and loving and the best family, from the parents, to Maureen and Maya’s sister. For the last eight years they have been a part of our lives.”

Even thousands of miles away, both families keep up with how the other is performing in their games.

“We love watching Tiare, it's fun even being at UCLA, watching all of her success and how well she's done at OU,” Maureen said. “We always knew she was going to be great, she was a great player when she was young and it's been fun to watch her maturation and the success that she's had in her career. They've always supported each other and as soon as the game's over and the rest of the time, they’re super great friends.”

Not seeing one another every weekend during tournaments anymore, the Women’s College World Series has also become an event that reconnects the families. 

They keep in touch throughout the season, but when both Maya and Tiare make it to the grandest stage in the sport, it’s hard not to become sentimental. Sitting on opposite sides of the stadium in different colors, both families are rooting for the same two players.

“When you spend so much time with people on the travel ball circuit from 12 years old to 18, you become family,” Maureen said. “So when we see them at the World Series, it feels so comfortable and normal and we’re looking forward to seeing each other.”

It’s possible Saturday’s contest was Maya and Tiare’s final collegiate game as opponents. The Bruins face Stanford at 6 p.m. Sunday in an elimination game for a spot in the semifinals against Texas.

Maureen took a second to reflect on the families’ journeys.

More: Why OU softball's pitching depth is critical during run in Women's College World Series

“Their careers are coming to an end and you look back and appreciate everything,” Maureen said. “I'm so grateful and thankful that softball brought their family into our family and we're going to be forever friends. Now we root for Fa’atele and Elai and they root for my daughter, Hannah, it's fun. 

“Softball comes to an end, all sports come to an end at some point. But the relationships that you make along the way are the best part of the whole thing.”

It’s rare for elite athletes at the top of their game who played together throughout their childhood to remain close friends and make an effort to stay in contact. They text, Snapchat and share social media posts with each other.

During the offseason in California, Maya and Tiare could be found at the beach or at Los Angeles Angels games.

“It's really inspiring to watch that they're really good friends even now,” Stith said. “They're probably tighter now because they can relate to the pressures of what they're doing more than most, so it's even more of a unique friendship.”

More eyes than ever are on college softball and playing for two of the most historic brands in the sport undoubtedly brings expectations. On Saturday morning before their game, Maya responded to Tiare’s birthday text with a message, “When you win, I win. No matter the outcome, we love each other.” 

Those that know them best weren’t surprised when the video of them embracing was posted on the NCAA softball’s official X account.

“They are goofballs,” Maria said. “They are so dorky and hilarious together and we see a side of them that probably not many people see. In that video, see how they were? They're always like that, they're so nerdy. It's hilarious.”

Years after playing in that regional tournament until they couldn’t stand any longer, Maya and Tiare are still playing the game they love. In the first inning of Saturday’s contest, Jennings advanced to second base where Maya was covering following a wild pitch. 

Tiare patted Maya as the two smiled and laughed.

The moment was a small detail in the grand scheme of things. But for those two and their families on the biggest stage playing for the ultimate prize, Maya and Tiare’s bond was on display for perhaps the final time.

Trump’s Ugly, Hateful Attacks on Media Suddenly Take a Dangerous Turn

His posting of a video of a man cursing at joe scarborough sends a broader message: if elected, he’ll use state power to come after countless other americans..

On Sunday, Donald Trump posted video of a man raging and cursing uncontrollably at MSNBC’s Joe Scarborough outside what appears to be an airport in New York. This generated a flurry of attention on social media, with some pointing out that Trump’s fury at Scarborough has a history dating back to the Morning Joe host’s public turning against Trump, which includes Trump falsely suggesting Scarborough murdered a young congressional intern.

Scarborough and the whole Morning Joe crew have been stern Trump critics for years, but I’d like to focus on something beyond Scarborough here: the video’s declaration that if Trump wins the presidency, “liberals” are “done.”

As the man delicately puts it:

He’ll get rid of all you fucking liberals. You liberals are gone when he fucking wins. You fucking blowjob liberals are done. Uncle Donnie’s gonna take this election — landslide. Landslide, you fucking half a blowjob. Landslide. Get the fuck out of here, you scumbag.

By posting this video, Trump appears to be endorsing that sentiment about not only Scarborough but about liberals generally. Shouldn’t that be pretty big news in and of itself?

Some will give Trump the benefit of the doubt. Surely Trump thought the video was funny. Surely he only intended his MSNBC nemesis as the target. Surely calling a person or group “done” is just a figure of speech. And Scarborough doesn’t appear to feel threatened by the guy in the video. He was just a crank, right?

But the news here isn’t this one man’s anger at Scarborough, it’s that Trump elevated it. And moments like these require context: This one should be placed alongside Trump’s other recent threats, such as his vow that news organizations will be “thoroughly scrutinized” if he wins, his promise to persecute his “vermin”-like political foes, and his threat to prosecute a range of enemies without cause. Looked at this way, is it really a leap to suggest that Trump is broadcasting the idea that liberals should feel threatened en masse by a second Trump term?

There is a mini cottage industry of punditry that is forever on the lookout for the merest hint of disrespect toward conservative voters, particularly rural and working-class white ones. But the fact that the GOP nominee for president approvingly posted a video that declares a large ideological subgroup of Americans “done” and “gone” if he is elected—never mind the vile epithets directed at them—appears to have garnered almost no headlines . Few if any top-shelf pundits have scowled with disapproval.

This is not intended as whataboutism. Rather, the point is that allowing such moments to remain decontextualized makes it easier to evade grappling with their true underlying intent. After all, it is undeniable that a central rationale of Trump’s presidential run is the threat to use state power to persecute and target—in a newly aggressive way—a large, albeit ill-defined, class of Americans who are designated as enemies of Trump and his MAGA movement.

Importantly, this vow is not merely rhetorical. As CNN’s Oliver Darcy shows , Trump’s threat to “investigate” the media exists in the form of a concrete program, with ideas about prosecuting media figures now discussed openly by Trump loyalists who are expected to serve in a second Trump administration. This talk has taken a truly dangerous turn.

What’s more, the threat also applies to ideological enemies beyond the media: When Trump vowed to root out the “vermin,” he also explicitly declared that his target is a nebulous enemy that lies “within” our country, a word he repeated multiple times. Trump has also vowed to prosecute a whole range of actors in response to his criminal charges. This is often described as a threat of “retribution,” but that’s a euphemism: It really means he will prosecute all these figures without any rationale that’s remotely tethered to the rule of law.

On top of all that, The Washington Post just reported that in mid-May, Trump told a group of donors that he would have student demonstrators not just arrested but expelled from the United States.

Is there any doubt that many Trump supporters hear all these threats precisely as the fellow in that video apparently does—as an expression of the intent to use state power to “get rid” of liberals, that they will be “done” and “gone”? Is there any doubt that when Trump shares that video, he is endorsing that particular reading?

I suspect many liberal columnists won’t get angry about Trump posting this video because, in some sense, they want to appear open to the idea that there is an undercurrent of virtue—a kernel of justification—in the anger of Trump voters at small- l liberal elites.

You may recall that David Brooks recently wrote a column purporting to plumb the true nature of Trump support. Brooks singled out geographic inequalities, the decline of social mobility, the maintenance of top-tier class privileges across generations disguised as “meritocracy,” and other elite liberal sins, arguing that Trump voters stick by him because of those things, which leads them to disregard criminal charges against him as elite institutional corruption.

Leading journalists rushed to endorse this theory. Yet as Zack Beauchamp explained at Vox, it was an easy way out for them. It doesn’t explain why countless working-class voters also on the losing end of those developments have not reacted by demanding that Trump be placed beyond accountability and the law, which in a way downgrades their virtue.

There is nothing wrong with trying to explain Trump support by pointing to genuine elite liberal failings. Surely that’s part of the story . But that can’t be the end of it. You need to ask the next question: What if some subset of Trump supporters continues backing him not in spite of his efforts to place himself above our institutions and the law—not in spite of his threats to unleash punishment and suffering on other large groups of Americans—but precisely because of those things?

When Trump threatens to disregard the results of the next election, he’s really threatening to treat the political aspirations of millions of ordinary Americans with absolute contempt —their votes are subject to cancellation. When Trump vows to target the “vermin,” or “ obliterate the deep state ,” or prosecute people who labor in the justice system, he’s really talking about persecuting untold numbers of people who have devoted themselves to making our country function better.

When Trump says undocumented immigrants are “poisoning the blood of our country,” he’s talking about countless longtime residents who have become deeply integrated into communities across the country. When Stephen Miller enthuses that coming mass deportations will be “spectacular,” he’s telling Trump supporters to prepare to thrill to unbearable levels of cruelty directed at all those living, breathing human beings.

And when Trump elevates one of his supporters for celebrating the idea that a second term will result in “blowjob liberals” being “done” and “gone,” it doesn’t matter who he is, or whether he’s crazy, or even if he’s joking—in the very act of sharing the video, Trump is plainly talking about you and me.

Enough of the MAGA sanitization already. If Trump voters are sticking with him through all these things, we should be asking whether these factors are key drivers of some of this support, not credulously treating them as self-evidently incidental to it.

Greg Sargent is a staff writer at The New Republic and the host of the podcast The Daily Blast . A seasoned political commentator with over two decades of experience, he was a prominent columnist and blogger at The Washington Post from 2010 to 2023 and has worked at Talking Points Memo, New York magazine , and the New York Observer. Greg is also the author of the critically acclaimed book An Uncivil War: Taking Back Our Democracy in an Age of Disinformation and Thunderdome Politics.  

Trump Media shares swing wildly and then tumble…

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‘a huge kiss and make up:’ disney world, florida leaders plot major expansion, trump media shares swing wildly and then tumble a day after former president was convicted.

Shares of Trump Media & Technology Group closed lower Friday after swinging wildly over the course of the day following the conviction of former President Donald Trump in his hush money trial.

After the U.S. stock markets closed Thursday, a New York jury found Trump guilty of falsifying business records in a scheme to illegally influence the 2016 election through hush money payments to a porn actor who said the two had sex.

After rising more than 2% at the opening of trading Friday, the shares ended the day down 5.3%.

The stock, which trades under the ticker symbol “DJT,” has been extraordinarily volatile since its debut in late March, joining the group of meme stocks that are prone to ricochet from highs to lows as small-pocketed investors attempt to catch an upward momentum swing at the right time.

The stock has tripled this year, in the process frequently making double-digit percentage moves either higher or lower on a single day. It peaked at nearly $80 in intraday trading on March 26. For context, the S&P 500 is up almost 10% year to date.

In a filing with the U.S. Securities & Exchange Commission before going public, Trump Media warned investors of the potential pitfalls faced by the former president and the adverse affect it might have on the stock.

“President Donald J. Trump is the subject of numerous legal proceedings, the scope and scale of which are unprecedented for a former President of the United States and current candidate for that office. An adverse outcome in one or more of the ongoing legal proceedings in which President Donald J. Trump is involved could negatively impact TMTG and its Truth Social platform.”

Earlier this month, Trump Media reported that it lost more than $300 million last quarter , according to its first earnings report as a publicly traded company .

For the three-month period that ended March 31, the company posted a loss of $327.6 million, which it said included $311 million in non-cash expenses related to its merger with a company called Digital World Acquisition Corp. DWAC was an example of what’s known as a special purpose acquisition company, or SPAC, which can give young companies quicker and easier routes to getting their shares trading publicly, but with much less scrutiny.

Trump Media & Technology fired an auditor this month that federal regulators recently charged with “massive fraud.” The media company dismissed BF Borgers as its independent public accounting firm on May 3, delaying the filing of its quarterly earnings report.

Trump Media had previously cycled through at least two other auditors — one that resigned in July 2023, and another that was terminated by its board in March, just as it was rehiring BF Borgers.

Trump was charged with 34 counts of falsifying business records at his company in connection with an alleged scheme to hide potentially embarrassing stories about him during his 2016 Republican presidential election campaign.

The charge, a felony, arose from reimbursements paid to then-Trump lawyer Michael Cohen after he made a $130,000 hush money payment to porn actor Stormy Daniels to silence her claims of an extramarital sexual encounter with Trump in 2006. Trump was accused of misrepresenting Cohen’s reimbursements as legal expenses to hide that they were tied to a hush money payment.

Trump’s defense contended that the Cohen payments were for legitimate legal services.

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Wealthy Chinese influencers are being banned from social media for flaunting lavish lifestyles

• China is banning social media influencers for flaunting lavish lifestyles and promoting materialism.
• The Cyberspace Administration of China launched a crackdown to discourage wealth displays in April.
• An influencer dubbed "China's Kim Kardashian" was barred from Douyin, the Financial Times reported.

Flaunting a lavish lifestyle to promote materialism can get you thrown off social media in China.

Since April, China has been busy cracking down on influencers who promote ostentatious lifestyles as a means of gaining profit.

China's internet regulator, Cyberspace Administration of China, launched a campaign last month to discourage social media users from "deliberately showcasing a lavish lifestyle built on wealth," the Financial Times reported.

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One influencer who's been a casualty of the crackdown is Wang Hongquanxing, who's been dubbed "China's Kim Kardashian" and had 4.3 million followers on the Chinese version of TikTok, Douyin, the report said.

Others, including "Sister Abalone," who had over 2 million followers and gave tours of her luxurious homes, and "Mr Bo," who posted about luxury goods, have also had their accounts restricted, per the FT.

Platforms like Weibo, Douyin, and Xiaohongshu announced a wave of measures to curb ostentatious behavior on May 15.

Weibo's list of conduct that could see influencers barred includes showing off luxury homes and cars to promote products, flaunting large amounts of cash, and posting minors using luxury goods to "attract traffic and hype." In 2021, China launched similar measures to curb influencers posting "unethical" content.

The Cyberspace Administration of China announced at the time that celebrities could no longer "show off wealth" or "extravagant pleasure" on social media. China has also clamped down on influencers posting fabricated stories online.

Influencer "Thurman Maoyibei" had her Doyin, Weibo, and BiliBili accounts seized in April after she shared a fake story of a boy whose homework books went missing, BBC News reported. In the video, which went viral, she reportedly claimed that a coffee shop worker in Paris gave her two homework books that belonged to a Chinese student and said she'd return them to him.

This led to a viral hashtag and campaign to find the student.

China's Ministry of Public Security said the incident was a "typical example" of it taking action against misinformation, the BBC reported. According to the report, the influencer apologized for "polluting the internet," and police said she and her company could receive a warning or detention as punishment.

Weibo, Douyin and Xiaohongshu didn't immediately respond to requests for comment from Business Insider, made outside normal working hours.

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