In 2025, social media influencers have become one of the most powerful forces in travel marketing. Gone are the days when travelers relied solely on traditional advertising or Online Travel Agency (OTA) reviews to make booking decisions.
NB: This is an article from Travelboom
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Today, 28% of travelers book accommodations based on influencer recommendations, according to TravelBoom’s latest 2025 Influencer Travel Study.
With YouTube (51%), Facebook (47%), and Instagram (45%) leading as the top platforms for travel influence, hoteliers must adapt to this shift in consumer behavior. Influencers are not just inspiring travel; they’re driving direct bookings and reshaping hotel marketing strategies.
Why Travelers Trust Influencers Over Traditional Advertising
Today’s travelers crave authenticity. Instead of glossy hotel ads, they turn to influencers for real, relatable experiences before booking a stay. Our research found that:
- 42% of travelers trust influencer recommendations over traditional ads.
- 57% of YouTube users and 54% of Instagram users place strong trust in influencer travel content.
- Long-form video content (vlogs, hotel reviews, and travel diaries) outperforms short-form content in driving engagement and bookings.
Influencers bridge the gap between aspiration and action, providing hotel recommendations that feel more genuine, personal, and experience-driven.
The Platforms Leading the Travel Booking Revolution
Not all social media platforms have the same impact when it comes to travel bookings. According to TravelBoom’s study, the top three platforms for travel influence are:
1. YouTube: The #1 Travel Booking Influence (51%)
YouTube dominates as the most trusted platform for hotel bookings. Travelers want in-depth, visual insights, making long-form hotel reviews, destination guides, and influencer vlogs a powerful booking driver.
Tip for Hotels: Partner with YouTubers who specialize in travel reviews and create immersive video content showcasing your property.
2. Facebook: A Trusted Research Tool (47%)
While Facebook is often overlooked in influencer marketing, it remains a key platform where travelers conduct hotel research. Travel groups, influencer recommendations, and direct engagement with hotel pages play a role in decision-making.
Tip for Hotels: Leverage influencer-created Facebook posts and engage with potential guests in travel groups to boost direct bookings.
3. Instagram: The Visual Travel Inspiration Hub (45%)
Instagram remains one of the top platforms for travel inspiration, with 68% of users influenced by travel content. Reels, Stories, and influencer collaborations create fear of missing out (FOMO)-driven bookings.
Tip for Hotels: Focus on high-quality, authentic user-generated content and partner with travel influencers to showcase unique experiences at your property.
