How search is changing in travel to be more social and AI
Gen Z and Millennials are rewriting the rulebook, using social media platforms like TikTok, Instagram, and Meta as their go-to search engines for travel inspiration
The way people discover and plan travel experiences is undergoing a major shift. Traditional search engines like Google are no longer the only (or even primary) source for travel research – especially for younger audiences.
Today, Gen Z and Millennials are rewriting the rulebook, using social media platforms like TikTok, Instagram, and Meta as their go-to search engines for travel inspiration and planning. At the same time, AI tools like ChatGPT are also changing the game for how travellers across all age groups are seeking personalised recommendations and information.
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The rise of social search
For Gen Z and Millennials, the travel search journey often begins with a swipe, not a search bar. TikTok, in particular, has emerged as a powerful search tool—where quick, visually-rich videos offer first-hand experiences, destination ideas, and “hidden gem” travel tips. Whether it’s a weekend escape or an overseas adventure, these audiences are searching things like:
- “Best beaches in Bali”
- “Affordable hotels in Melbourne”
- “Things to do in Queenstown”
And instead of reading a blog or article, they’re watching a 15-second video with music, commentary, and real user footage. This format is not only faster but feels more authentic. Instagram Reels and Facebook Stories play a similar role, especially when amplified by influencers or peer content.
What this means for travel brands:
Your presence on platforms like TikTok and Instagram is no longer optional—it’s essential. Visual storytelling, user-generated content, and platform-specific SEO (think hashtags and trending sounds) need to be part of your strategy.
AI-powered planning
Meanwhile, AI is reshaping how other segments – especially Gen X and Boomers – approach travel planning. Tools like ChatGPT and AI-powered assistants are being used for:
- Creating personalised itineraries
- Comparing destinations
- Suggesting experiences based on preferences
- Providing instant answers to questions (like visa requirements or local transport)
These users appreciate the convenience and customisation that AI offers. Instead of clicking through multiple search results, they can get a tailored summary or even a step-by-step plan in seconds.
For travel marketers:
Optimising for AI-driven discovery is the next frontier. This means ensuring your content is clear, structured, and semantically rich so that AI tools can surface your brand in responses. FAQs, well-written service pages, and structured data are becoming increasingly valuable.
Google still matters – But it’s not the whole story
While Google remains a key player, especially for transactional searches like booking flights or comparing hotels, its dominance in the “discovery” phase is being challenged. People no longer begin their search with “best places to visit in…” but instead are being influenced by what they see on social or what their AI assistant recommends.
Google has responded with updates like Search Generative Experience (SGE) and improved integrations of social and video content in results—but the way users interact with content has already evolved.
What hotel and travel brands should do now
To stay ahead in this shifting landscape, travel brands need to:
- Diversify their search strategy
Go beyond Google. Invest in short-form video content, influencer partnerships, and platform-specific SEO. - Embrace visual discovery
Prioritise content that is mobile-friendly, visually compelling, and snackable. Think “thumb-stopping” moments on TikTok and Reels. - Optimise for AI and voice search
Ensure your content is structured for machine readability. Use natural language, answer common questions, and provide clear, useful information. - Monitor trends across generations
Different demographics search differently. Know your audience and tailor your channels and content accordingly.
Final thoughts
The future of travel search is dynamic, visual, and increasingly AI-driven. Travel and hotel brands must stay at the forefront of digital evolution—combining creativity, performance marketing, and tech to deliver meaningful results in a changing landscape.
Adrian Caruso is the Founder and Group Managing Director of Fastrack Digital — APAC’s leading full-service digital marketing, media, and technology agency for the travel, tourism, and hospitality sectors. With over 28 years of industry experience, Adrian is a trusted advisor to many of the region’s most recognised hotel and travel brands, renowned for his expertise in driving direct digital revenue growth. He is also an investor in tech start-ups, as well as a seasoned business consultant and strategist.