Snapchat Releases Travel Marketing Insights Report

Snapchat has published a new research report examining how consumers make travel-related decisions, and the growing role of emerging technologies in shaping those choices. Conducted in partnership with Publicis Media and NRG, the study provides a closer look at how social platforms and AI tools are influencing travel planning and purchases – just in time for the summer season.

According to the findings, AI-enabled tools are playing an increasingly important role in how travelers discover destinations. Sixty-seven percent of respondents said that AI technology is “more accurately learning my preferences for travel,” with features like virtual tours, AI-generated reviews, and digital assistants helping users narrow down personalized travel options. Augmented reality, particularly via Snapchat, also ranked highly, with the same percentage describing AR-enhanced travel shopping as “a fun experience.”

Social media continues to be a powerful influence in the travel decision-making process. The report notes that 73% of travelers first encounter new travel ideas on social platforms. Snapchat users specifically were found to be 3.1 times more likely to make travel-related purchases through links shared by friends, family, or content creators.

This social dynamic appears to be central to Snapchat’s value proposition. Seventy-six percent of participants said that travel experiences shared by friends and family often inspire them to consider those same destinations. Additionally, Snapchatters are 2.5 times more likely to book through creator-shared links, with creator content generally seen as more trustworthy than traditional reviews.