Insight
Social media is now the top planning source for 57% of Millennials and Gen Z travelers, surpassing traditional search channels.
Announcing Skift Creator Summit 2026: Creator-Led Demand in Travel
Summary
Creator-led demand is reshaping travel discovery, with social media surpassing search for younger demographics. Brands are shifting focus from reach to trackable sales, impacting how they budget and partner with creators for STR bookings.
Key takeaway
Tags#Social Media