How Social Search Is Shaping the Future of Travel Planning

Social media is playing an increasingly central role in travel discovery, influencing how travelers find inspiration, plan trips and even book experiences.

At an executive panel during The Phocuswright Conference in San Diego, leaders from TikTok, Reddit and YouTube explored how social platforms are reshaping travel behavior and how artificial intelligence (AI)-generated content fits into the picture.

While AI-created videos and text are becoming more common, panelists agreed that travelers still prefer content from real people.

“While there is AI creation happening on all platforms, we haven’t seen it replace authentic human content. People want content they can trust,” said Travis Katz, general manager and vice president of shopping at YouTube.

David Hoctor, director of U.S. verticals, travel and gaming for TikTok Global Business Solutions, echoed the sentiment, noting that travelers still rely heavily on recommendations from other travelers.

“Sixty-seven percent of our users say the most important travel recommendation they get is from a fellow traveler,” Hoctor said. “AI will play a role, but not as the first thing a brand puts forward.”

Eric DeLange, industry director and U.S. head of finance and travel for Reddit, added that travelers increasingly include “Reddit” in Google searches as a “counterpoint to AI,” signaling ongoing demand for human insight and community-driven conversations.

The panel also discussed broader platform strategies—Hoctor touched on TikTok’s evolving travel demographics, Katz outlined YouTube’s mix of long- and short-form content and DeLange highlighted Reddit’s unique anonymity and lack of traditional influencer culture.

As social search expands, each platform is positioning itself as a trusted, human-driven resource at the heart of the travel planning journey.

Tags: phocuswire

How Social Search Is Shaping the Future of Travel Planning

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