A new global research study conducted by Snapchat in partnership with Publicis Media and NRG identifies three key technologies transforming the travel industry: artificial intelligence, augmented reality, and social media platforms. 

The research, which surveyed over 3,100 travelers aged 13-60 across five markets (U.S., UK, Canada, Saudi Arabia, and France), highlights shifts in consumer behavior as travel spending in the U.S. is projected to reach $1.2 trillion by 2027.

AI and AR Rewrite Travel Shopping Rules

Traditional search methods for travel planning continue to decline, with 72% of consumers reporting they use conventional search less than in the past. Instead, travelers increasingly rely on new technologies that streamline the purchase.

Image source: Snapchat

The research indicates that 67% of respondents believe AI-enabled technology more accurately learns their travel preferences, while visual and voice search capabilities enhance the discovery of new destinations. Virtual tours, AI reviews, and virtual assistants enable consumers to evaluate personalized options more efficiently.

According to 67% of Snapchat users surveyed, augmented reality features, particularly on platforms like Snapchat, transform travel shopping into an engaging experience.

Social Platforms Drive Travel Inspiration and Purchases

Social media has become the primary starting point for travel discovery, with 73% of travelers reporting that they first learn about new travel ideas, brands, and services on social platforms.

The study reveals that Snapchat users are 3.1 times more likely to make travel-related purchases through links shared by friends, family, creators, or brand advertisements on social platforms. 

This finding aligns with broader industry trends, as TikTok previously reported that 71% of its European users actively search for travel content, with 77% making travel-related purchases after discovering destinations on the platform.

Friends, Family, and Creators Shape Decision-Making

The research highlights the key role of personal connections in travel decisions. Among respondents, 76% stated that seeing friends and family travel influences destination considerations, while 75% enjoy messaging their social circle about travel options.

Creator content has emerged as a trusted information source, with 62% of travelers finding creator reviews more trustworthy than traditional reviews. Snapchat users are 2.5 times more likely to book through creator-shared links due to high trust in these recommendations.

Suggestions for Travel Marketers

The research suggests that brands should invest in AI and AR technologies to simplify the consumer journey from discovery to purchase. Establishing a presence on social platforms where travelers already spend time is identified as essential for building trust and engagement.

Image source: Snapchat

Snapchat recommends that brands join travel conversations on platforms where friends and family discuss recommendations in one-to-one and group conversations. Additionally, collaborating with creators to develop authentic, immersive content can help travelers plan their experiences while enhancing brand perception of social relevance (66%) and authenticity (64%).

The platform recently expanded travel-focused features, including the rollout of “Footsteps” to all iOS users in late 2024. This feature utilizes Snap Map to track users’ location history and visualize their global exploration, potentially offering new opportunities for travel marketers to connect with consumers.