According to a November 2024 global study, millennial tourists relied the most on social media influencers for travel planning. While 31 percent of surveyed millennials said they relied on influencers to plan their last trip, just five percent of baby boomers said the same.
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Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation
respondents who traveled for leisure over the past 12 months with at least one overnight stay
Method of interview
Online interview
Supplementary notes
The number of respondents per country was as follows: Australia (1,000), Brazil (1,000), China (1,002), France (1,002), Germany (1,001), Singapore (1,001), South Korea (1,001), United Arab Emirates (1,003), United Kingdom (1,001), and the United States (1,001).
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Kantar. (February 4, 2025). Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation [Graph]. In Statista. Retrieved June 12, 2025, from https://www.statista.com/statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar. "Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation." Chart. February 4, 2025. Statista. Accessed June 12, 2025. https://www.statista.com/statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar. (2025). Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation. Statista. Statista Inc.. Accessed: June 12, 2025. https://www.statista.com/statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar. "Share of Tourists Who Relied on Social Media Influencers to Plan Their Last Trip Worldwide as of November 2024, by Generation." Statista, Statista Inc., 4 Feb 2025, https://www.statista.com/statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar, Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation Statista, https://www.statista.com/statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/ (last visited June 12, 2025)
Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation [Graph], Kantar, February 4, 2025. [Online]. Available: https://www.statista.com/statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
