The travel sector is undergoing a significant transformation, driven by the explosion of social media, streaming platforms, and the recent rise of artificial intelligence. A recent report from Expedia, titled Horizons 2025, reveals that films, TV series, and streaming services now influence the destination choices of two-thirds of travelers. This marks a 16% increase from the previous year, highlighting how easily accessible varied content has reshaped travel motivations.
Expedia's study, which draws on data from 25,000 travelers, found that half of them rely on trusted influencer posts at least once a month to make purchasing decisions. While booking travel through social media is still in its infancy, there is potential for platforms like TikTok and Instagram to become as integral to travel planning as they are for fashion and beauty products.
However, challenges remain. About one in two travelers who attempted to book vacations through social media faced lengthy and complex processes. This situation has prompted Expedia to explore solutions, including fully branded storefronts and enhanced app features.
In recent years, reality shows and streaming programs have spurred travelers to seek inspiration from their screens for vacation planning. This phenomenon, known as set-jetting or cine-tourism, has become a genuine travel behavior. Popular series like 'Emily in Paris' and 'The White Lotus' have already influenced tourism, and they won’t be the only ones in 2025. According to Expedia Group, here are some of the top destinations inspired by both small and big screens: