Does influencer marketing generate bookings?

In today’s travel industry, social media and influencer marketing play a crucial role in shaping how travelers choose destinations and accommodations. With digital content consumption at an all-time high, travelers increasingly rely on social media for inspiration and recommendations before booking a trip.

But how exactly do influencers and social platforms drive these decisions?
Let’s dive into the data.

Travelers Are Undecided Early in Their Journey

One of the most significant opportunities for travel brands is the fact that most travelers begin their research undecided on a destination or property. 

• 59% of travelers did not have a specific destination in mind when they first decided to take a trip.

• Among vacation rental bookers, 63% were undecided.

• More than 80% of travelers were open to destination inspiration.

This early indecisiveness highlights a crucial opportunity for influencer marketing: travelers are actively searching for ideas and recommendations, making social media one of the most powerful platforms to drive interest in specific destinations and properties.

The Role of Social Media in Property and Destination Selection

Social media is a dominant force in travel inspiration and research. 

• 65% of travelers use social media to find destination inspiration.

• 40% view travel content from influencers, celebrities, and friends.

• 35% gather feedback from friends and family on potential destinations.

Among the platforms travelers use when planning a trip:

• Instagram: 65%

• Facebook: 48%

• YouTube: 40%

• TikTok: 37%

This data proves that social media plays a critical role in shaping travel decisions.
Influencers, who often have highly engaged audiences, can showcase unique properties, highlight special experiences, and make destinations more desirable.

Social Media and the Path to Booking Accommodations

The impact of social media isn’t just about picking a destination—it also influences where travelers choose to stay. 

Travelers rely on social media for:

• Lodging recommendations & inspiration (49%)

• Content from influencers & celebrities (40%)

• Reading reviews & feedback from friends and family (35%)

On platforms like Instagram and TikTok, influencers showcase vacation rentals, boutique hotels, and luxury resorts, often giving their audiences an inside look at the experience. High-quality images and videos, paired with personal recommendations, create a sense of trust and aspiration, making it more likely that followers will book a featured property.

How Many Touchpoints Does It Take to Secure a Booking?

The average traveler spends a significant amount of time consuming content before making a booking:

• They view 141 pages of travel content in the 45 days leading up to booking.

• They spend 303 minutes engaging with travel-related content during that period.

• The average travel consideration window is 71 days, with 33 days in the inspiration phase and 38 days in research and planning.

Since social media posts—especially influencer content—are an ongoing part of a traveler’s research, consistent exposure to property and destination recommendations can significantly impact their booking decisions.

The Power of Influencer Advertising for Hotels and Vacation Rentals

Advertising also plays a key role in driving bookings:

• 19% of travelers say advertising influenced their decision to book a trip.

• Among vacation rental guests, 26% were influenced by ads.

• 67% of travelers recall seeing an influential ad during the inspiration phase of planning.

Since influencers act as trusted sources, their promotional content is often perceived as more authentic than traditional ads, making influencer marketing an effective strategy for property managers and hotel brands.

How to Leverage Influencers to Drive Bookings

1. Highlight Unique Features – Influencers can showcase the unique aspects of a property, such as breathtaking views, luxury amenities, or exclusive experiences.

2. Leverage High-Impact Platforms – Instagram, TikTok, and YouTube are among the most effective channels for showcasing accommodations.

3. Use Discount Codes & Promotions – Influencers can offer exclusive deals that drive direct bookings.

4. Consistently Engage Across the Booking Window – Since the average consideration phase lasts over two months, maintaining a steady presence ensures ongoing influence.

Final Verdict:
Does Influencer Marketing Drive Bookings for Properties and Destinations?

The answer is a resounding yes—when done correctly. Influencer marketing plays a vital role in destination inspiration, research, and ultimately, bookings. With 65% of travelers using social media for inspiration, 303 minutes spent on travel content before booking, and 19% influenced by ads, properties that strategically integrate influencers into their marketing mix can significantly increase their visibility and conversion rates.