Gen Z, millennials continue to seek inspiration from social platforms

Social media continues to be an important source for travel inspiration for millennials and Gen Z, according to new research.

The Klook Pulse study revealed that both Instagram and YouTube are perceived as top sources for trip inspiration by Generation Y and Gen Z travelers from the Asia-Pacific region.

The research, which was carried out in November, also revealed that a third of travelers from these cohorts engage with travel content every day, and more than half regularly share travel experiences across social platforms.

The Klook report also highlights the strength of online voices when it comes to travel inspiration. It revealed that more than 80% of the 2,600 study participants based travel bookings on recommendations from content creators.

Further highlights from the Klook study revealed that 64% of millennials and Gen Zs plan to increase travel budgets this year, with nearly half of them willing to spend up to 50% more on their holidays.

In addition, their focus will be on experiences with 69% saying they book activities before departure.

Last year Klook unveiled an affiliate program focused on social media called Klook Kreators. Eric Gnock Fah, co-founder and chief operations officer of the company, said at the time its “aspiration was to build the world’s largest social travel community.”

He added that Klook was seeing social media becoming a “conversion engine.”

A second report, from StudentUniverse, found that Gen Z will look to TikTok for travel inspiration this year. 

The State of Student Travel in 2024 report said TikTok is ranked over other sites and services including Google and Instagram when it comes to travel planning. It added that 88% of study respondents follow at least one travel influencer.

The StudentUniverse research had 6,000 respondents across markets including the United Kingdom, United States and Australia.

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