That 30-second Instagram Reel of someone walking through the Himachal mountains, eating street food in Bangkok, or watching a sunset in Bali is now enough to make people check flight prices.
Social media has turned travel inspiration and booking into one step, and travel industry data shows the shift is accelerating.
According to Expedia’s 2025 Traveler Value Index, based on a survey of more than 11,000 people across 11 countries, 61% of travellers now use social media for trip ideas. That is up from 35% in 2022. More significantly, 73% said influencer recommendations had affected their decision to book a trip or part of a trip. Among travellers under 40, the number rises to 84%.
From Brochures to Reels
Ten to fifteen years ago, planning a holiday meant calling a travel agent, browsing brochures, reading magazines, or asking family and friends. Hotels used polished photographs and tourism boards relied on TV and newspaper ads.
Inspiration and booking were separate. Creators changed that by showing the experience, not just the destination. Photographer Murad Osmann’s 2011 “Follow Me To” series, which began with a photo of his girlfriend pulling him by the hand in Barcelona, became an early template.
The idea was simple: show people what it feels like to be there.In India, creators like Tanya Khanijow made solo travel more accessible by mixing destinations with practical details. Her 2025 trip to the Maha Kumbh with her father focused not just on the site, but on trains, crowds, and the personal experience.
Creators and brands such as Bruised Passports, Kamiya Jani, Anunay Sood, Shenaz Treasury and Mumbiker Nikhil have since expanded the format to cover food, luxury, road trips, adventure and everyday travel.
The Industry Adapts
The impact has gone beyond content. Hotels are now selling the balcony view, the breakfast spread, the pool and the sunset — the parts people share online.
Restaurants are marketing presentations and ambiences as much as food. Tour operators are packaging video-friendly experiences. Local guides, homestays and small businesses in remote areas can reach millions without buying TV ads.
Airlines are also part of the loop, with viewers moving from “where is this?” to “how much is the flight?” within seconds.
Platforms are closing the gap further. Expedia’s Travel Shops now let creators build storefronts where followers can discover hotels and experiences and book them in the same ecosystem. Video itself is gaining weight over static ads.
Expedia’s 2025 research found 71% of travellers said video influenced their travel decisions, compared with 24% for static images.
What Travellers Now Want
The definition of a holiday is also changing. Instead of just famous monuments, beaches or cities, people are now travelling for a specific cafe, a hidden waterfall, a local market, a music festival, or a place seen on a Reel. That has created opportunities.
A small homestay can go viral overnight. A lesser-known destination can get national attention. A local food business can find customers outside its city. Influencers are also demystifying travel by showing costs, logistics and ground realities that traditional ads skipped.
The Downsides
There are challenges too. When one location goes viral, thousands arrive looking for the same photo. Quiet places get crowded and nature comes under pressure. A 5-second perfect clip often hides traffic, queues and costs. Trust is another issue. Viewers are asking whether a hotel is being recommended because the creator loved it, or because it was a paid promotion. Transparency is becoming critical.
The Bottom Line
Travel influencers have not just created a new form of advertising. They have changed the entire journey. Earlier, brands advertised travel to us. Today, people show it to us. And when that person feels familiar, one video can turn a place on a screen into the next holiday plan.
