Global Travel Insights 2025

Where Do Travelers Get Inspired in 2025?

August 16, 2026

(Updated June 19, 2026)

25% of Gen Z travelers turn to YouTube for destination ideas, while 29% of Millennials rely on Facebook and 35% of Boomers prefer company websites. The data from TGM Travel Insights 2025 reveal a shift in travel inspiration: from one-size-fits-all campaigns to age-driven discovery across video, social, and trusted brand content.

Written by

Chi Bui

With a keen eye for market trends and a passion for creative strategy, Chi crafts compelling stories that help brands connect with global audiences more effectively.

In 2025, the way people discover new travel destinations is shifting: from guidebooks and brochures to feeds, videos, and brand websites. Data from the TGM Global Travel Insights 2025 highlights a digital-first approach, where platforms aren’t just channels for content; they’re the starting point of the journey itself.

Key Takeaways

Facebook, YouTube, and travel company websites are the leading sources of travel inspiration globally in 2025.
Travel inspiration is becoming more age driven, with different generations relying on different platforms and content formats when planning trips.
YouTube is the top platform for Gen Z travelers aged 18 to 24, with 25% relying on video content to discover new destinations (TGM Global Travel Insights 2025, N=21,000).
Millennials aged 25 to 34 often turn to Facebook for travel inspiration, discovering destinations through recommendations, shared experiences, and social content.
Official travel company websites remain the most trusted source among travelers aged 55 and over.

According to the study, the top three most common sources of travel inspiration globally are: Facebook, YouTube, Websites of travel companies.

Looking closely at the data, Facebook leads with 25%, followed by YouTube at 22%, and official travel company websites at 18% (TGM Global Travel Insights 2025, N=21000).

These figures unlock a critical insight: modern travel inspiration is anchored in three pillars, which are social validation, visualization, and credibility. Travelers seek a mix of peer recommendations on Facebook to spark interest, dynamic video content on YouTube to build desire, and official brand channels to establish concrete trust.

Top Source of Travel Inspiration in 2025

These preferences reveal more than media habits; they reflect how travelers define trust, connection, and authenticity in the earliest stages of trip planning.

Three Generations, Three Gateways to Wanderlust

Across age groups, travel inspiration follows a common thread, digital discovery, but diverges in how and where that discovery unfolds. TGM’s findings reveal that content preferences and trust markers vary sharply by generation, shaping where travelers turn when wanderlust strikes.

25% of Gen Z rely on Youtube to discover new travel spots

Gen Z (18–24): YouTube Fuels Immersive Exploration

For younger travelers aged 18–24, inspiration starts with video. According to TGM's study, 25% of Gen Z respondents cite YouTube as their primary source for discovering new destinations (N=2779).

This generation prefers to see places in motion: through vlogs, personal travel diaries, or visual deep dives that offer an authentic look at what a trip really feels like. Here, content is valued not for its polish, but for its realism.

Millennials (25–34): Facebook Feeds Still Fuel Discovery

Among travelers aged 25–34, Facebook continues to play a key role in discovery. With 29% identifying it as their top source (TGM Global Travel Insights 2025, N=5653), this generation blends social connection with curiosity. At the same time, they draw inspiration from shared photos, curated lists, and peer recommendations that surface organically in their feed.

For Millennials, discovery is often social-first, depends on what content their circle posts or engages with.

29% of Millennials rely on Facebook to discover new travel spots

35% of travelers aged 55+ trust official company websites when searching for new travel spots

Older Travelers (55+): Company Websites Provide Clarity and Confidence

For older travelers, trust is earned through clarity, not virality. Among respondents aged 55 and above, 35% turn to official travel company websites when seeking inspiration (TGM Global Travel Insights 2025, N=3654). These users prioritize information-rich platforms that offer structured itineraries, transparent pricing, and dependable insights. In this segment, brand-owned channels outperform influencers, offering the reassurance needed to move from interest to intent.

Inspiration Is Fragmented, Yet Predictable

The modern traveler may begin their planning journey in very different places, but what unites them is the demand for relevance. Whether sparked by a creator’s vlog, a friend's shared itinerary, or a brand’s booking page, the moment of inspiration now depends on how well the message matches the medium.

For tourism marketers, the implications are direct. Generic outreach won’t connect. Success lies in adapting to the discovery behaviors of each audience segment, using the right format, voice, and platform.

Once inspired, what do travelers do next? See how many are embracing self-booking to make their travel dreams real.

Methodology

The TGM Global Travel Insights 2025 study is based on a large-scale quantitative survey conducted across 21 countries, targeting a representative sample of adults aged 18 to 55+. Designed to uncover global travel behavior trends and insights for 2025, the survey explores popular destinations, shifting booking habits, digital discovery channels, and experience preferences across key traveler segments.

Survey Methodology: Online interviews (CAWI – Computer-Assisted Web Interviewing)
Sample Size: 21,000 participants
Age Groups: 18–24, 25–34, 35–44, 45–54, 55+
Country Coverage: Australia, Brazil, Chile, China, Egypt, France, Germany, India, Indonesia, Japan, Jordan, Netherlands, Poland, Qatar, Saudi Arabia, Singapore, South Africa, Thailand, UAE, UK, and the USA
Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.