In today’s rapidly evolving digital landscape, social commerce is redefining the way travelers discover, plan, and book their trips. On a recent episode of the Skift Podcast, Jeremy Jauncey, CEO of Beautiful Destinations,joined Sarah Kopit and Seth Borko to discuss the growing influence of social media platforms like TikTok and Instagram on travel. Their insights highlight how brands and destinations can leverage these changes to engage modern travelers more effectively.
How Is Social Commerce Changing the Way We Travel?
“We are in the most exciting time in the history of travel marketing,” said Jauncey, whose company Beautiful Destinations has pioneered high-quality digital storytelling to inspire wanderlust worldwide. “The way people discover travel is fundamentally different now. The traditional model of searching for a destination, visiting a travel agent, and booking through a website is rapidly being replaced by social commerce.”
Social commerce merges social media influence with direct consumer purchases, allowing users to discover destinations through organic content and seamlessly book their next trip without leaving the app. Platforms like TikTok, Instagram, and YouTube have become virtual travel agencies, where users find inspiration and make real-time booking decisions based on what they see.
According to Seth Borko, a senior research analyst at Skift, younger generations are driving this shift, placing greater trust in influencers and user-generated content over traditional advertisements.
“Millennials and Gen Z are scrolling through their feeds and seeing firsthand experiences from people they follow and admire. That authenticity is what makes them act,” Borko explained. “This isn’t just advertising; this is experiential storytelling with a call to action.”
One of the key drivers behind this transformation is short-form video content.
“Instagram Reels and TikTok have changed the game,” Jauncey noted. “A 15-second video can transport a user to a remote island in the Maldives or a street market in Bangkok. And with a simple tap, they can book a flight, hotel, or experience right there on the platform.”
Unlike traditional marketing strategies, which often require multiple steps from inspiration to booking, social commerce streamlines the process. Integrated ‘Book Now’ buttons and social-first travel agencies enable travelers to go from watching a video to confirming a reservation within minutes.
Sarah Kopit, Editor-in-Chief at Skift, emphasized the importance of adapting to these changing consumer behaviors.
“Travel companies that are still relying on static images and generic ads are falling behind,” Kopit stressed. “You need to be in the spaces where your audience spends time – and right now, that’s TikTok, Instagram, and even emerging platforms like BeReal.”
How Are Influencers and Community Engagement Driving Travel Bookings?
The conversation also highlighted the crucial role of content creators and travel influencers in driving bookings. Unlike traditional advertising, influencer marketing fosters trust through authenticity and relatability.
“Travelers want to see real people experiencing real moments,” Jauncey explained. “It’s no longer about polished, overproduced ads. It’s about storytelling through a lens that feels personal and attainable.”
This shift has led to the rise of micro-influencers—travel creators with smaller yet highly engaged audiences. These influencers often provide in-depth guides, real-time experiences, and unfiltered reviews, making their recommendations more credible.
“We’re seeing a shift away from big celebrity endorsements toward niche, passionate creators who actually visit and experience the places they promote,” Borko added. “They drive more conversions because their followers see them as trustworthy sources.”
What Does the Future of Travel Marketing Look Like?
As social commerce continues to expand, industry experts agree that travel brands must adapt or risk being left behind. Key takeaways from this discussion include:
• Short-form video is the future of travel marketing. Brands should invest in compelling, mobile-friendly content that captures users’ attention within seconds.
• Seamless booking experiences drive conversions. The fewer steps between inspiration and purchase, the higher the likelihood of bookings.
• Authenticity is key. Travelers engage more with real, relatable experiences from influencers and user-generated content.
• Community engagement matters. Travel brands that foster relationships with their audiences rather than solely pushing sales will see greater long-term success.
“The brands that will succeed in this new era of travel are the ones that recognize the power of social discovery and immediate action,” Jauncey concluded. “This is no longer the future – it’s happening right now.”
As the travel industry shifts toward experience-driven, mobile-first marketing, companies that embrace social commerce will be at the forefront of the next travel boom. For travel brands and destinations, the message is clear: adapt now, or risk being left behind in a world where the next viral destination is just one scroll away.
