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Social is deeply embedded in the travel journey
Social media platforms are in the fabric of how travelers plan, research, and share their trips. From investigating the first sparks of a trip idea until the time they reach home and share memories, social is a piece of the modern trip experience.
For travel brands and destinations, social media can be a double-edged sword. On one hand, it’s a visually powerful, far reaching and cost-effective way to communicate with consumers. On the other, viral content can drive overtourism in hot spots or encourage bad behavior “for the gram”.
With a body of content growing every day from acquaintances, brands, and influencers posting to platforms, it’s time to untangle the expansive use of social in travel and understand how to best leverage it for the modern traveler.
