Search is no longer limited to a search bar. For many users, especially younger audiences, discovery now begins inside Instagram and TikTok. Not on Google. Not on travel blogs. Not on traditional review sites.
NB: This is an article from 80 Days
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People are actively searching for things like “hotels in London with rooftop bars”, “best boutique stays in Paris” or “what to do in Barcelona this weekend” directly within social platforms.
At the same time, Instagram content is increasingly being surfaced in Google results and even in AI-powered answers. Social is no longer just where inspiration happens. It is now part of how people find information.
THE SHIFT FROM SEARCHING TO SCROLLING
The way people discover travel has changed in a subtle but important way.
Instead of always starting with a search engine, users are now starting with video and imagery. They watch TikToks to decide where to eat in a city. They save Instagram Reels as informal travel guides. They rely on creators showing real experiences rather than reading static lists.
Search has become more visual and more emotional. It is less about keywords and more about context. For hospitality brands, this shift changes where and how decisions are made.
INSTAGRAM AND TIKTOK ARE NOW SEARCH BEHAVIOUR PLATFORMS
TikTok has effectively become a discovery engine. It doesn’t wait for users to search. It learns intent and serves content that feels relevant before a query is even fully formed.
Instagram is moving in a similar direction, but in a slightly different way. Its search function is becoming more powerful, and more people are using it deliberately to find places, hotels, restaurants and experiences.
Search terms like “boutique hotel London”, “rooftop bar Paris” or “aesthetic hotel room” are now common inside Instagram itself.
At the same time, Instagram content is no longer contained within the app. It is increasingly being indexed and pulled into wider search ecosystems, including AI-driven discovery tools that summarise and recommend content based on social signals.
This means your Instagram presence now contributes directly to how discoverable your brand is beyond social media.
