Tourism and Social Media 2025 insights: Who hasn’t searched for travel destinations on Instagram or looked up a hotel or destination they saw on social media?
Instagrammable spots, breathtaking landscapes, unique experiences… Who hasn’t used social media to seek inspiration or fuel the dream of traveling? This was the starting point for Marktest’s new Tourism and Social Media study, whose 2025 edition is now available.
The study aims to understand the influence of social media on the travel choices and habits of Portuguese tourists. It seeks to explore users’ habits when accessing social media to find travel information, the degree of influence social platforms have on their travel decisions, the type of tourism content they enjoy most, their favorite social networks for travel-related content, and their purchases of travel products or services through social media.
Tourism and Social Media 2025 insights: The study also evaluates awareness and usage of hotel chains, online travel platforms, travel agencies, and travel influencers—who they follow on social media, the platforms they use, and the trust they place in influencers’ opinions and recommendations.
Visits to nationally classified sites (geoparks, village networks, biosphere reserves, and UNESCO-listed areas) and the extent to which people enjoy these experiences are also covered in this study.
Did you know…
- 63% of social media users have already used them to search for hotel/accommodation information.
- 54% of younger users have used them to look for leisure or entertainment spots.
- Travel tips are the most popular content.
- Beach-related content is the most appreciated.
- The Azores and Madeira are the Portuguese regions that Northern Coast residents most enjoy seeing tourism content about on social media.
- Instagram is the most influential social network when it comes to choosing travel destinations.
- 51% of women have booked a hotel/accommodation based on information or recommendations found on social media.
Contact us if you would like more information on this topic.
You can also find more details at:
https://www.marktest.com/wap/a/n/id~2b91.aspx
