Snap to Suitcase: The Role of Snapchat in the Travel Journey
New research from Snapchat and Suzy reveals how Snapchat shapes the entire vacation journey - from initial inspiration to booking and even after travelers return home.
For travelers planning their next trip, every step of the journey — inspiration, planning, booking, and storytelling — now happens in one seamless flow on social platforms like Snapchat. According to new research from Snapchat and Suzy, Snapchat is no longer just part of the trip, but the connective thread across the entire travel experience.
For Snapchatters, travel isn’t occasional, it’s foundational to their lifestyle. 87% of Snapchatters take at least one leisure trip per year, 1.2x greater than non-Snapchatters. 1 Snapchatters are also 1.5x more likely to have taken an international trip in the past year. 2
And they rarely travel alone. Snapchatters are highly social travelers - more likely to vacation with partners, friends, and family than non-Snapchatters.
When it comes to timing, Snapchatters begin planning trips early, with 43% of Snapchatters planning trips at least three months ahead. 2 That long planning window presents a powerful opportunity for brands to influence consumers' travel - and Snapchat is uniquely positioned to facilitate that inspiration.
For Snapchatters, social apps like Snapchat are a place to find travel inspiration and information. The study reveals that 61% of Snapchatters trust travel information found on social platforms, 1.6x more than non-Snapchatters. 2 This trust fuels influence across the entire journey:
And the influence is only growing- 75% expect social platforms to become even more influential in travel decisions over the next year. What’s more — 77% agree their social content influences friends or family to consider those destinations. 2
On Snapchat, inspiration doesn’t stop at scrolling. Travel ideas are saved, screenshotted, debated, and ultimately lead to conversions. 66% of Snapchatters have added a destination to a wishlist after seeing it on Snapchat. 2
In particular, the Chat tab is where real conversations happen every day and where peers become the ultimate influencers. When planning trips, Snapchatters say Chat on Snapchat helps them:
Get recommendations from friends and family (71%)
Ask for opinions (71%)
Decide where to go (67%)
Coordinate holiday travel (64%) 2
Snapchat’s immersive formats like AR Lenses amplify this effect. When travelers can imagine themselves at a destination, they’re more likely to go there.
In true Snapchat fashion, Snapchatters love sharing their travels during and after the trip. Snapchatters share content 1.6x more on Snapchat compared to other platforms. 2
Top behaviors while traveling include sending Snaps to friends and family, posting Stories, chatting back home, and sharing attractions and activities.
But the most powerful dynamic happens after the suitcase is unpacked:
1. Show up early and stay present.
Travel planning starts months in advance, and Snapchat influences decisions at every stage. Brands that enter the journey early- and remain visible - earn consideration.
2. Design for sharing, not just viewing.
Short-form video, Stories, creator content, Sponsored Snaps, and engaging ad formats encourage saving, sending, and chatting. Travel ideas spread organically through friend networks.
3. Lean into trust and authenticity.
Snapchatters trust content from friends, family, and creators. Polished messaging alone isn’t enough,authentic storytelling drives action.
4. Use immersive formats to make travel feel real.
Engaging content and AR experiences help travelers picture themselves at the destination, increasing booking intent.
5. Turn inspiration into action.
On Snapchat, inspiration converts. Make it easy to move from discovery to wishlist to discussion to booking.
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