{"id":262,"date":"2024-12-19T11:56:00","date_gmt":"2024-12-19T11:56:00","guid":{"rendered":"https:\/\/journalists.org.uk\/sophie-jarvis\/?p=262"},"modified":"2025-01-03T14:36:23","modified_gmt":"2025-01-03T14:36:23","slug":"likes-to-flights-how-social-media-is-reshaping-gen-zs-travel-plans","status":"publish","type":"post","link":"https:\/\/journalists.org.uk\/sophie-jarvis\/2024\/12\/19\/likes-to-flights-how-social-media-is-reshaping-gen-zs-travel-plans\/","title":{"rendered":"Likes to Flights: How Social Media is Reshaping Gen Z\u2019s Travel Plans"},"content":{"rendered":"\n<div class=\"wp-block-media-text is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"541\" height=\"1024\" src=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1-541x1024.jpg\" alt=\"\" class=\"wp-image-272 size-full\" srcset=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1-541x1024.jpg 541w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1-158x300.jpg 158w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1-768x1454.jpg 768w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1-811x1536.jpg 811w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1-1082x2048.jpg 1082w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3463-1.jpg 1178w\" sizes=\"auto, (max-width: 541px) 100vw, 541px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p>Young travellers are no longer thumbing through glossy brochures or browsing travel agent shop windows to map out their adventures. Instead, social media travel content has revolutionised the way they plan and execute their trips\u2014one \u2018<em>like, comment, follow<\/em>\u2019 at a time. From&nbsp;<a href=\"https:\/\/www.instagram.com\/\">Instagram<\/a>&nbsp;profiles filled with dreamy landscapes to&nbsp;<a href=\"https:\/\/www.tiktok.com\/\">TikTok<\/a>&nbsp;videos offering real-time tips, online platforms are reshaping the dynamics of tourism.<\/p>\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/www.adobe.com\/express\/learn\/blog\/using-tiktok-as-a-search-engine?trk=article-ssr-frontend-pulse_little-text-block&amp;clickref=1100lzWUmy6H&amp;mv=affiliate&amp;mv2=pz&amp;as_camptype=&amp;as_channel=affiliate&amp;as_source=partnerize&amp;as_campaign=skimlinks_phg\">According to a study by Adobe<\/a>, 1 in 10 Gen Z TikTok users now turn to TikTok as a search engine, favouring short-form, visually engaging content over traditional browsers like Google.<a href=\"https:\/\/skift.com\/2024\/09\/10\/how-travel-brands-are-transforming-tiktok-trends-into-real-world-getaways\/#:~:text=Travel%2520content%2520continues%2520to%2520grow,year%2520over%2520year%252C%2520in%25202023.&amp;text=Moreover%252C%252083%2520percent%2520of%2520TikTok,through%2520travel%2520content%2520on%2520TikTok.&amp;text=2-,%E2%80%9C,for%2520travel%2520experiences%2520or%2520destinations.&amp;text=Combined%2520with%2520TikTok's%2520%E2%80%9CFor%2520You,new%2520destinations%2520and%2520drives%2520visits.%E2%80%9D\">&nbsp;Sixty percent of Gen Z TikTok users say they\u2019ve visited new destinations after discovering them on the platform<\/a>. This shift highlights how content creation is transforming travel planning and how deeply social media influences the choices of young people.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-1024x1024.jpeg\" alt=\"\" class=\"wp-image-263\" srcset=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-1024x1024.jpeg 1024w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-300x300.jpeg 300w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-150x150.jpeg 150w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-768x768.jpeg 768w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-600x600.jpeg 600w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458-400x400.jpeg 400w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/IMG_3458.jpeg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Statista infographic about social media informing travel choices. Image Credits: Statista<\/figcaption><\/figure>\n\n\n\n<p>Katie Groves, a 22-year-old Masters graduate in Developmental Psychology from Liverpool Hope University, runs a&nbsp;<a href=\"https:\/\/www.tiktok.com\/@grovestrotting?_t=8sNA6saMekD&amp;_r=1\">TikTok<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.instagram.com\/grovestrotting?igsh=ejRjYnp1dnVvYXh1\">Instagram<\/a>&nbsp;travel brand, GrovesTrotting, which she created in 2022. After navigating South East Asia and an Australian interrail, she\u2019s currently working a Christmas season in Lapland before heading to South America in the new year. For Katie, social media is about more than just showcasing picturesque destinations\u2014it\u2019s about sharing authentic experiences, both good and bad.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@grovestrotting\" data-unique-id=\"grovestrotting\" data-embed-from=\"oembed\" data-embed-type=\"creator\" style=\"max-width:780px; min-width:288px;\"> <section> <a target=\"_blank\" href=\"https:\/\/www.tiktok.com\/@grovestrotting?refer=creator_embed\">@grovestrotting<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p><br>I don\u2019t even care who sees it\u2014I just enjoy making my platform,\u201d Katie told me, sitting at her desk after a day of working in a high school to save for her 2025 travel goals. \u201cPosting empowers me and inspires me to travel again and again. Social media has changed a lot because of influencers. Especially on TikTok, people make a video, and if it does well, others want to recreate it to go viral too. Every third video feels like something you\u2019ve seen before. I want GrovesTrotting to be about me\u2014what I\u2019m doing, enjoying, and experiencing\u2014rather than just \u2018this is what you need to do.\u2019\u201d<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"1024\" src=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3460-830x1024.jpg\" alt=\"\" class=\"wp-image-273 size-full\" srcset=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3460-830x1024.jpg 830w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3460-243x300.jpg 243w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3460-768x948.jpg 768w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3460.jpg 1179w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p>Katie\u2019s use of social media for travel reflection is an appealing cornerstone of travel content consumption and isn\u2019t uncommon. For Rosie McKenna, her Instagram serves as a digital diary to document her growth while solo travelling.&nbsp;<a href=\"https:\/\/www.statista.com\/statistics\/1477280\/gen-z-millennials-planning-solo-travel-worldwide\/#:~:text=Published%20by%20Statista%20Research%20Department,to%20travel%20solo%20in%202024.\">Nearly 75% of Gen Z travellers planned to take a solo trip in 2024<\/a>, a figure that has doubled since 2022. The \u2018#solotravel\u2019 tag on Instagram has reached a&nbsp;<a href=\"https:\/\/www.bokun.io\/rise-of-solo-travellers\">staggering 7.9 million posts.<\/a><\/p>\n<\/div><\/div>\n\n\n\n<p>So what\u2019s the appeal?<\/p>\n\n\n\n<p>\u201cIndependence,\u201d says Rosie McKenna. A third-year Politics and History student at Newcastle University, Rosie has spent the last six years balancing solo travel with her degree, documenting her adventures on her Instagram,&nbsp;<a href=\"https:\/\/www.instagram.com\/my.unique.lens?igsh=Y3N2dnEwaTBia285\">@my.unique.lens<\/a>. \u201cI like being independent, going out and finding stuff by myself. I like getting lost and finding my way. When solo travelling, you experience so much growth that it is hard to explain to somebody who has never done it.\u201d<\/p>\n\n\n\n<div class=\"wp-block-media-text has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<p>Rosie describes her blog as a space to document her travels and reflect on her journey. \u201cEven now, when I look back on my posts, I can see the growth in my personality and how I approach things,\u201d she says. But her blog has proved to be more than a creative outlet; it\u2019s also been a source of support during tough times on the road.<\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"507\" height=\"1024\" src=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461-507x1024.jpg\" alt=\"\" class=\"wp-image-274 size-full\" srcset=\"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461-507x1024.jpg 507w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461-148x300.jpg 148w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461-768x1552.jpg 768w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461-760x1536.jpg 760w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461-1013x2048.jpg 1013w, https:\/\/journalists.org.uk\/sophie-jarvis\/wp-content\/uploads\/sites\/24119\/2024\/12\/thumbnail_IMG_3461.jpg 1179w\" sizes=\"auto, (max-width: 507px) 100vw, 507px\" \/><\/figure><\/div>\n\n\n\n<p>\u201cI remember arriving at a hostel in Budapest that was an absolute nightmare. I felt really low. But when I posted about it, I received around 30 messages of encouragement from my followers. It made me think, \u2018I can do this.\u2019\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Rosie McKenna on solo travel\" width=\"810\" height=\"456\" src=\"https:\/\/www.youtube.com\/embed\/2Mc0DPurbsY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>As solo travel surges in popularity,&nbsp;<a href=\"https:\/\/www.statista.com\/statistics\/1477285\/gen-z-millennials-solo-travel-motivations-worldwide\/#:~:text=Most%2520popular%2520motivations%2520to%2520travel,worldwide%2520as%2520of%2520February%25202024&amp;text=%C2%B9%2520Total%2520survey%2520sample.,born%2520between%25201981%2520and%25202012.\">with a 7% increase in Gen Z\u2019s interest in solo travelling between 2023 and 2024<\/a>, content creators continue to inspire others and build communities. Dr Pau Obrador Pons, an Assistant Professor of Tourism and Events Management at Northumbria University, acknowledges that what was once a solitary pursuit for seasoned travellers is now part of a well-connected community.<\/p>\n\n\n\n<p>\u201dThere are new things that suggest solo travel has become easier,\u201d Dr Obrador Pons says. \u201cSocial media has, in many ways, made solo travel less \u2018solo\u2019. When you travel, you are always contactable, you can always be in contact back home. You are never really alone.&nbsp;<\/p>\n\n\n\n<p>\u201cApps nowadays, like TikTok, are tools to contact other people like you and create a community on the go. So in that respect, solo travel has changed form and made it a bit easier in the current climate.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-soundcloud wp-block-embed-soundcloud\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How has solo travel evolved in the current climate, and what are the benefits? by User 609683513\" width=\"810\" height=\"400\" scrolling=\"no\" frameborder=\"no\" src=\"https:\/\/w.soundcloud.com\/player\/?visual=true&#038;url=https%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F1990553147&#038;show_artwork=true&#038;maxheight=1000&#038;maxwidth=810\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.travelperk.com\/uk\/blog\/gen-z-travel-statistics-trends\/\">With a study by TravelPerk<\/a>&nbsp;revealing that 88% of Gen Z follow at least one travel influencer, the influence of social media on travel shows no signs of slowing down after&nbsp;<a href=\"https:\/\/www.nationalgeographic.com\/travel\/article\/how-tiktok-is-changing-travel#\">garnering a 410% increase in consumption in 2023<\/a>. However, with travel trends evolving rapidly, the uncertainty of what next year\u2019s statistics might reveal is a reminder of how dynamic the industry has become. From shifting preferences for solo travel to the rising appeal of off-the-beaten-path destinations discovered through viral videos, the future of tourism remains unpredictable\u2014how will social media continue to redefine the way we explore the world?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do you think that social media is reshaping travel trends? Let me know in the comments below, or share your thoughts with me on Instagram&#8230; @thewanderingreport! <\/h3>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How has content creation informed travel decisions amongst young people?<\/p>\n","protected":false},"author":271,"featured_media":266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wds_primary_category":24,"footnotes":""},"categories":[24],"tags":[37,9,38,42,41,33,39,40,20,6,5,21],"class_list":["post-262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","tag-blog","tag-budget","tag-gen-z","tag-influencer","tag-instagram","tag-news","tag-social-media","tag-tiktok","tag-tips","tag-tourism","tag-travel","tag-tricks"],"_links":{"self":[{"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/posts\/262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/users\/271"}],"replies":[{"embeddable":true,"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/comments?post=262"}],"version-history":[{"count":0,"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/posts\/262\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/media\/266"}],"wp:attachment":[{"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/media?parent=262"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/categories?post=262"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journalists.org.uk\/sophie-jarvis\/wp-json\/wp\/v2\/tags?post=262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}