According to a June 2024 survey, partnerships and collaborations of influencers were the social media content that had the biggest impact on travel decisions in the United States. While 43 percent of the sample said so, one-third of respondents mentioned that paid advertisements influenced their travel decisions.
Main social media content that influenced travel decisions in the United States as of June 2024
social media users with recent purchase or visitation conversion
Supplementary notes
Mutiple answers were possible.
The survey date refers to the date when the study was published.
The source defines social media users as travelers who used a social media platform, including YouTube, for either travel planning or sharing content about a personal trip.
The survey question was phrased by the source as follows: "To the best of your recollection, was any of the social media content that influenced your travel decision(s) ... Select all that apply".
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Phocuswright. (October 15, 2024). Main social media content that influenced travel decisions in the United States as of June 2024 [Graph]. In Statista. Retrieved June 09, 2025, from https://www.statista.com/statistics/1605562/influence-social-media-content-travel-decisions-us/
Phocuswright. "Main social media content that influenced travel decisions in the United States as of June 2024." Chart. October 15, 2024. Statista. Accessed June 09, 2025. https://www.statista.com/statistics/1605562/influence-social-media-content-travel-decisions-us/
Phocuswright. (2024). Main social media content that influenced travel decisions in the United States as of June 2024. Statista. Statista Inc.. Accessed: June 09, 2025. https://www.statista.com/statistics/1605562/influence-social-media-content-travel-decisions-us/
Phocuswright. "Main Social Media Content That Influenced Travel Decisions in The United States as of June 2024." Statista, Statista Inc., 15 Oct 2024, https://www.statista.com/statistics/1605562/influence-social-media-content-travel-decisions-us/
Phocuswright, Main social media content that influenced travel decisions in the United States as of June 2024 Statista, https://www.statista.com/statistics/1605562/influence-social-media-content-travel-decisions-us/ (last visited June 09, 2025)
Main social media content that influenced travel decisions in the United States as of June 2024 [Graph], Phocuswright, October 15, 2024. [Online]. Available: https://www.statista.com/statistics/1605562/influence-social-media-content-travel-decisions-us/
