Next Stop: Emerging Trends in Travel

By 2027, travel spending in the US is expected to reach a whopping $1.2 trillion dollars¹. At the same time, advancements in technology and media, including AI-powered recommendations and AR visual search, have revolutionized how consumers plan and book their trips. 

To better understand the trends shaping travel purchases in 2025, Snapchat partnered with Publicis Media and NRG to conduct a global research study where we surveyed over 3,100 travellers (13-60 YO) across 5 markets (US, UK, CA, KSA, FR). Our research unveiled four emerging trends brands need to know to connect with today’s tech-savvy traveler:

Trend #1: AI & AR have revolutionized travel shopping

New technologies like AI and AR have completely rewritten the rules of the travel purchase journey. In fact, 72% of consumers agree they use traditional search for travel less than in the past. Instead, they are adopting new technologies that reduce friction throughout the purchase journey. 

In particular, visual/voice search and AI-powered personalized recommendations supercharge discovery of new destinations –  67% said AI-enabled tech is ‘more accurately learning my preferences for travel.’ Virtual tours, AI reviews, and virtual assistants also allow consumers to easily evaluate and choose options that are personalized for their needs. Additionally, AR on Snapchat turns travel shopping into a fun experience, as stated by 67% of Snapchatters.

Trend #2: Social platforms ignite the purchase journey

Social platforms are where the inspiration to travel begins - 73% of travelers say social platforms are where they first learn about new travel ideas, brands, and services. Social platforms make assessing travel options easy because all the info is already at consumers’ fingertips – consumers can now discover new destinations, evaluate their options, and even book travel directly on social. Snapchatters are also 3.1X more likely to make travel-related purchases by using travel links sent by friends and family, shared by creators, or featured in ads from brands on social platforms.

Trend #3: Friends and family supercharge travel decisions

With social platforms igniting the purchase journey, friends and family have become a key influencer in travel purchases. In fact, 76% said seeing friends and family travel influences them to consider those destinations, and 75% said they love messaging friends and family on social about their opinions on travel options. And it does not stop at booking – travelers will continue to engage with their immediate social circle before, during, and after travel, making it a golden opportunity for brands to influence future travel purchases.

Trend #4: Creators amplify brand trust and credibility 

Creators have become consumers’ best friends for travel purchases – 62% feel that creator reviews are even more trustworthy than traditional reviews, and Snapchatters are 2.5x more likely to book through links shared by creators because they trust their recommendations. Travelers crave content from creators — from discounts and rewards to testimonial reviews and live streams of destinations. By partnering with creators, brands reap further benefits by being more likely to be perceived as more socially relevant (66%) and authentic (64%).

Takeaway for marketers

New technologies and the evolution of social platforms have transformed how consumers make travel purchase decisions. To stand out, brands can invest in AI and AR to simplify consumers' discovery, evaluation, and purchase journey. The key to building trust? Showing up where consumers are already spending their time — on social platforms. There, brands can promote content that sparks conversations between friends and family about travel plans, and team up with creators to keep the cycle of inspiration, engagement, and purchase going.

To learn more about travel success stories on Snapchat, check out our For Business site!