Social media isn’t just another channel for travel marketers—it’s the center of modern culture, a place where travelers discover their next adventure, make purchasing decisions, and even seek customer support. The 2025 Sprout Social Index™ reveals valuable insights about what consumers really want from brands on social media, offering travel marketers a clear roadmap for staying relevant and impactful.

Social is the Pulse of Culture—Tap In Wisely

In 2025, social media continues to be the epicenter of cultural moments and trends. It’s the primary place people go to discover new experiences, plan vacations, and interact with brands. According to Sprout Social, a striking 90% of consumers use social media to keep up with trends, significantly surpassing other traditional channels like TV or digital media.

For travel marketers, the implication is clear: your brand needs to maintain cultural fluency. This doesn’t mean blindly hopping onto every trending meme or TikTok challenge—in fact, doing so might dilute your brand’s identity. Instead, it means strategically participating in conversations and trends that genuinely align with your brand ethos and resonate deeply with your audience.

Interestingly, while consumers expect brands to stay culturally informed, they’re also quick to spot inauthentic or forced attempts at relevance. About 33% of consumers find it embarrassing when brands awkwardly jump on trends, while 27% believe brands are effective only if they participate within the first 24-48 hours. This means if you do not have a process in place to approve content quickly, as a travel marketer, you should approach trends thoughtfully and swiftly—recognizing which moments to join and which to gracefully let pass.

Prioritize Authenticity and Relatability Over Volume

One of the most striking revelations from Sprout’s report is the clear hierarchy of content traits consumers value: authenticity and relatability top the list. Travel marketers should embrace content that humanizes their brand, showcases genuine experiences, and fosters real connections.

Gone are the days when polished, product-centric posts ruled the feeds. Today, consumers are far less concerned about content being highly polished or product-centric. Instead, they seek relatable, authentic, and engaging storytelling. They appreciate content that feels genuine, personal, and responsive to their interests and concerns. The consumer also recognizes the relentless nature of social media and are gravitating towards brands that speak when they can bring value to the market, instead of posting in order to just make noise.

Customer Care is Your Competitive Edge

Travel decisions can be complex, emotional, and often high-stakes. Consumers increasingly expect rapid, personalized customer service from brands directly through social platforms. In fact, the survey indicated that personalized customer service should be the #1 priority for brands. What happens if a brand doesn’t take that advce? According to the Index, nearly three-quarters (73%) of consumers will choose a competitor if their inquiries on social go unanswered. This statistic alone should make it crystal clear to travel marketers that responsive customer service isn’t just nice—it’s essential.

Investing in social-based customer care creates a powerful differentiator for travel brands. The key is personalization. Generic, slow responses aren’t acceptable. Consumers seek white-glove service: a personal touch tailored specifically to their needs and delivered promptly. Consider using AI-driven chatbots and human customer support teams in tandem, ensuring your brand can respond swiftly, accurately, and empathetically.

Social Commerce is Rising—Be Prepared

The Sprout Index identifies a significant trend toward social commerce, with 81% of consumers actively using social media to make spontaneous purchases inspired by content they encounter. While just 13% of consumers currently buy directly from social media platforms, that number is poised to rise sharply.

Travel marketers should view social media not just as an awareness or engagement channel, but increasingly as a direct sales opportunity. Platforms like Facebook, Instagram, and TikTok are making it easier for travelers to book instantly, reducing friction between inspiration and purchase. If you haven’t already, now is the time to streamline your social commerce strategy—integrating seamless booking tools, offering exclusive social media promotions, and harnessing the persuasive power of influencers and user-generated content.

Invest Wisely in Platforms that Matter

While social media feels limitless, your marketing budget isn’t. Sprout’s Index highlights the importance of prioritizing platforms strategically. Consumers predominantly use Facebook and Instagram to stay connected to trends, but preferences vary significantly by generation. Gen Z, for instance, gravitates heavily toward Instagram, TikTok, and YouTube.

For travel marketers, the lesson is clear: invest intentionally. Understand your primary audience segments and meet them on their preferred platforms with content that genuinely speaks to their travel desires and aspirations. Don’t spread yourself thin trying to maintain a presence everywhere; instead, focus deeply on creating value in fewer, strategically chosen places.

Brands as Cultural Stewards

Finally, consumers overwhelmingly expect brands to take active roles in combating misinformation and being responsible digital citizens. Travel marketers should see themselves as stewards of trust in an era where misinformation can quickly erode credibility. Actively combatting misinformation relevant to your destinations, products, or brand commitments not only bolsters trust but also deepens customer loyalty.

Takeaways for Travel Marketers in 2025

• Stay culturally fluent, but selectively join trends relevant to your brand.
• Prioritize authentic, relatable content over posting frequency.
• Deliver personalized, prompt customer service through social media channels.
• Embrace social commerce by streamlining purchasing opportunities directly within social platforms.
• Invest intentionally in the platforms that your key demographics prefer.
• Combat misinformation actively to protect and enhance your brand’s trustworthiness.

Social media has evolved from a simple marketing channel into the central nervous system connecting travelers with destinations, experiences, and brands. In 2025, success belongs to travel marketers who approach social platforms not as megaphones but as vibrant, dynamic community where authentic engagement, responsive service, and strategic commerce converge.

By embracing cultural relevance without sacrificing brand integrity, prioritizing genuine connections over vanity metrics, and meeting travelers at every stage of their journey with personalized attention, forward-thinking brands won’t just capture more bookings—they’ll become trusted guides in an increasingly complex digital landscape. The future of travel marketing isn’t about being everywhere, but about being meaningfully present where it matters most.