The way people discover and book travel is undergoing a seismic shift â and social media is at the center of it. Skift Researchâs new report, Social Commerce in Travel: Opportunities and Consumer Trends, reveals that platforms such as TikTok, Instagram, and Xiaohongshu are no longer just inspiring wanderlust; they are now powerful booking engines reshaping the entire traveler journey.
Video, Creators, and the New Travel Sales Funnel
At the heart of this transformation is the rise of video-first, creator-driven content. Younger travelers, especially Gen Z and millennials, now treat TikTok and Instagram as their default search engines for travel inspiration. Authentic short-form videos â as opposed to polished advertising â build trust and drive bookings.
In fact, influencers are increasingly acting as travel agents themselves, curating experiences and selling directly to their au