Travel Video Marketing Statistics

Key takeaways

1. Travel and tourism was 3.03% of U.S. GDP in 2023 and supported 10.0 million jobs, according to the Bureau of Economic Analysis. (BEA) See details
2. TSA screened 904 million airport passengers in 2024, and the U.S. received 68.3 million international visitors in 2025. (TSA; NTTO) See details
3. Published shares of travellers influenced by social video run from 9% to 84%. The low end is an EU government survey of all adults; the high end is TikTok's survey of its own users. (European Commission; TikTok) See details
4. In a monthly survey of more than 4,000 U.S. travellers, 41.9% of travellers used YouTube, TikTok or Reels for travel planning in the past year, and 17.2% used TikTok for inspiration. (Future Partners) See details
5. Only 37% of U.S. adults use TikTok, so a finding about 60% of TikTok users describes at most about 22% of adults. (Pew Research Center; our calculation) See details
6. Booking Holdings spent 30.4% of revenue on marketing in 2025; Airbnb's advertising was about 6.9% of revenue. (SEC filings; our calculation) See details
7. '2 in 5 travellers use YouTube Shorts' is an India-only survey, and Google's 2014 'two out of three watch travel video' works out to about 23% of leisure travellers. (Think with Google; our calculation) See details

How big is the U.S. travel industry?

Travel and tourism made up 3.03% of U.S. GDP in 2023, according to the Bureau of Economic Analysis's Travel and Tourism Satellite Account, the government's own measure of the industry (BEA). BEA puts tourism-related output at $2.64 trillion that year and tourism-related employment at 10.0 million jobs, of which 6.5 million were direct tourism jobs (BEA; BEA; BEA). That makes about 65% of tourism-related jobs direct (our calculation). The 2023 account, published in February 2025, is the latest edition.

The businesses that sell trips and beds are counted by the Census Bureau. County Business Patterns found 15,704 employer establishments in travel arrangement and reservation services in 2023, employing 186,812 people in mid-March (U.S. Census Bureau; U.S. Census Bureau). Accommodation had 70,350 establishments and 1,963,343 employees (U.S. Census Bureau; U.S. Census Bureau).

Travel agencies alone employed 82,899 people in March 2023 (U.S. Census Bureau). Travel arrangement businesses paid $19,349,675 thousand in annual payroll (about $19.3 billion), about $103,600 per employee (U.S. Census Bureau; our calculation). That average is high because the category includes online travel companies and reservation systems, not only high-street agents.

The Bureau of Labor Statistics counts the same industries from unemployment-insurance records. Its Quarterly Census of Employment and Wages found private travel arrangement employment averaged 184,933 jobs in 2025, at average annual pay of $101,463 (BLS QCEW; BLS QCEW). Travel agencies averaged 74,912 jobs (BLS QCEW). Private accommodation averaged 1,919,034 jobs at average pay of $45,205 (BLS QCEW; BLS QCEW). The Census and BLS establishment counts are built differently and should not be compared line for line.

By occupation, BLS estimated 55,110 travel agents in May 2025, with a median annual wage of $50,160 (BLS OEWS; BLS OEWS). It also counted 53,500 tour and travel guides and 261,420 hotel, motel and resort desk clerks (BLS OEWS; BLS OEWS). These occupational estimates leave out the self-employed. BLS's projections, which include them, start from 61,500 travel agent jobs in 2025 and expect 0% change to 2035, with about 5,900 openings a year, mostly to replace people who leave (BLS Occupational Outlook Handbook; BLS; BLS).

How many people travel, and how much do they spend?

TSA screened 904 million passengers at U.S. airport checkpoints in 2024, more than 5% above 2023 (TSA). Its busiest day of 2025 was Sunday, June 22, with 3,096,797 people screened, and it screened nearly 10.4 million over the 2025 Labor Day weekend (TSA; TSA). U.S. airlines carried 81.2 million scheduled passengers in December 2025 alone, according to the Bureau of Transportation Statistics (BTS).

Domestic trips dwarf international ones. The U.S. Travel Association, an industry trade body whose forecasts are produced with Tourism Economics, puts domestic person-trips at 2.36 billion in 2024 and total travel spending in the United States at $1.335 trillion (U.S. Travel Association; U.S. Travel Association). These are modelled estimates, not a government count. The Commerce Department's National Travel and Tourism Office counted 68.3 million international visitors to the United States in 2025, who spent more than $250.2 billion (NTTO; NTTO).

Worldwide, UN Tourism estimates 1.52 billion international tourist arrivals in 2025, about 4.2 million a day (UN Tourism; our calculation), and US$1.9 trillion in international tourism receipts (UN Tourism). The World Travel & Tourism Council, an industry body, cites 1.54 billion arrivals for the same year (WTTC). The two disagree; UN Tourism is the official compiler of arrival statistics, so we use its figure. WTTC's modelled estimate of the sector's global GDP contribution is US$11.6 trillion (WTTC). In the UK, the Office for National Statistics estimates residents made 94.6 million visits abroad in 2024 (ONS).

What share of travellers use TikTok, YouTube or Instagram to plan trips?

Somewhere between 9% and 84%, depending on who was asked and what the question was. The lowest figure comes from the only government survey here. In the European Commission's 2021 Flash Eurobarometer, 9% of EU residents aged 15 and over named online influencers and blogs among their three most important information sources for travel plans (European Commission). 21% named a provider's website or social media page (European Commission). The highest figures come from TikTok's own surveys of TikTok users.

The largest U.S. survey on this page is Future Partners' State of the American Traveler, a monthly survey of more than 4,000 U.S. adult travellers. Future Partners, formerly Destination Analysts, sells research to destination marketers. In its March-April 2026 wave, 41.9% had used YouTube, TikTok or Instagram Reels for travel planning in the past year, up from 38.3% a year earlier (Future Partners). TikTok was a source of travel inspiration for 17.2% of U.S. travellers, behind YouTube at 33.8%, Facebook and Instagram (Future Partners). In January 2025, 14.2% said they would be receptive to destination marketing on TikTok, against 41.5% of Gen Z travellers (Future Partners).

The table sets the TikTok and social video figures side by side. Read the population column before quoting any of them.

Three things move the number. The first is the population. A survey of TikTok users measures TikTok users, and Pew Research Center finds only 37% of U.S. adults use TikTok, against 84% who use YouTube and half who use Instagram (Pew Research Center; Pew; Pew). Among adults under 30 the shares are 63% for TikTok, 80% for Instagram and 95% for YouTube (Pew; Pew; Pew). Applied to all U.S. adults, MGH's 60% of TikTok users would be at most about 22% (our calculation, an upper bound across two surveys with different samples and years).

The second is age. Surveys limited to younger travellers report the highest shares. Klook's surveys of mostly Millennial and Gen Z travellers found 79% had booked activities, stays or dining based on social media recommendations in 2024, and 80% in 2026 said social media actively influences what they book (Klook; Klook). Deloitte found more than half of Gen Z holiday travellers use short-form social video for inspiration (Deloitte). KAYAK, surveying U.S. Gen Z and Millennials, found one in five had been inspired to visit lesser-known places after seeing them online (KAYAK).

The third is the question. "Inspired" is a lower bar than "booked". Expedia Group's 2025 Traveler Value Index, a Wakefield Research survey of 11,000 adults in 11 markets, found more than 60% cited social media as a source of travel inspiration, up from 35% in its 2023 survey, and more than 70% said an influencer's recommendation had affected a booking decision (Expedia Group; Expedia Group). Its Unpack '25 report said half of consumers had wanted to book a trip they saw in their social feeds (Expedia Group). TUI Musement's 2026 survey found more than 43% of respondents of all ages had booked a trip or activity after a viral post or video (TUI Group). MGH found 32% of U.S. TikTok users had booked a hotel or resort they saw on TikTok (MGH). In American Express's 2023 survey, 31% of respondents had been inspired to visit a destination by Instagram, and 46% of Gen Z and Millennials (American Express).

What do TikTok, YouTube, Snap, Meta and Pinterest report about travel?

Each platform publishes travel figures about its own users, usually from surveys it commissioned. They are useful for what they measure and should be labelled as the platform's own numbers. TikTok says users are 2.6x more likely to book an experience after searching on TikTok, from a 2023 study run for it by Material (TikTok for Business). In a U.S. survey of 500 TikTok users in April 2024, 67% had searched TikTok for something travel-related (TikTok for Business). TikTok's UK business blog says 71% of its European users are likely to book a holiday based on recommendations seen on TikTok, but the footnote points to a UK-only survey (TikTok for Business UK). When it launched TikTok GO in May 2026, TikTok said tens of thousands of new posts about accommodation and things to do are shared on TikTok each day (TikTok Newsroom).

Google's most recent travel figures come from Asia. In a Google-commissioned Kantar survey of 1,000 online adults in India in 2025, 68% of travellers used YouTube for travel inspiration (Think with Google). A 2022 Kantar study for Google of 19,985 people in Australia, Indonesia, India, Japan and South Korea found 41% turn to YouTube specifically in their travel journeys (Think with Google). Google and Ipsos found Google or YouTube used by 93% of Southeast Asian travellers in their purchase journey, in Indonesia, the Philippines and Thailand in 2025 (Think with Google).

Snap, with Publicis Media and NRG, surveyed more than 3,100 travellers aged 13 to 60 in five markets: 73% said social platforms are where they first learn about new travel ideas, brands and services (Snapchat for Business). A Tourism Economics study commissioned by Meta found Meta's apps reached 77% of the digital population in key outbound travel markets in January 2024 (Tourism Economics). Pinterest says its users made over one billion travel-related searches in a year, and that 8 in 10 weekly users turn to Pinterest when planning summer trips (Pinterest; Pinterest). Travellers contributed 38.1 million photos and videos to Tripadvisor in 2024 (Tripadvisor).

How much do online travel companies spend on marketing?

A lot, and most of it is performance marketing, not video. Booking Holdings reported marketing expenses of $8,186 million in 2025, 30.4% of its $26,917 million in revenue (Booking Holdings 10-K). It says performance marketing, meaning search engines, affiliates, meta-search and social media, is a substantial majority of that spend (Booking Holdings 10-K). Brand marketing is mainly television plus online video and display, including TV ads run online and on social media (Booking Holdings 10-K). Booking said its 2025 performance-marketing return slipped slightly, driven partly by increased social media spend, and that direct visitors booked a mid-fifties percentage of its room nights (Booking Holdings 10-K; Booking Holdings 10-K).

Airbnb is the outlier. Its advertising fell to $843 million in 2025 from $1.1 billion in 2024, and it says its brand lets it keep a lower reliance on paid marketing channels (Airbnb 10-K). Tripadvisor now lists LLM platforms as a marketing channel next to search, social media and email, and warns that AI overviews displacing top-ranked links will hurt its search traffic further (Tripadvisor 10-K; Tripadvisor 10-K).

Video is most visible in Asia. Trip.com Group's advertising rose to about RMB 9.9 billion in 2025 from RMB 7.0 billion in 2024 (Trip.com Group 20-F). It runs its own live-streaming platform with travel bloggers and partners, and says its travel live streams have drawn millions of views (Trip.com Group 20-F). India's MakeMyTrip spent $176.3 million on marketing and sales promotion in the year to March 2026 (MakeMyTrip 20-F). Hotel chains lean on loyalty instead: about 68 percent of Marriott's global room nights were booked by Bonvoy members in 2025, and Hilton Honors had 243 million members at the end of 2025 (Marriott 10-K; Hilton 10-K).

How do destinations and tourism boards use video?

Mostly through social channels, and most report video views without saying whether they were paid. Sojern, which sells advertising to destination marketing organizations, surveyed more than 350 of them in 2026: 55% used YouTube and 88% invested in paid social (Sojern). The share using TikTok fell to 28% from 49% in its 2025 survey, and 58% rated connected TV as somewhat to critically important in their media mix (Sojern; Sojern). In its 2025 survey of nearly 200 destinations, 91% used social media for marketing and 85% were keeping or raising digital advertising budgets (Sojern; Sojern). The typical destination organization is small: Destinations International reported a median operating budget of $1,772,250 in 2022 (Destinations International).

Return on investment is reported three different ways, and the numbers are not comparable. Brand USA's commissioned Tourism Economics model credits its 2024 marketing with $24.56 of visitor spending per marketing dollar (Tourism Economics for Brand USA). Visit California reports that $25.6 billion of incremental visitor spending followed a $60.1 million media and website investment, measured by its research vendor (Visit California). VisitBritain puts the return on its screen-tourism campaign at £20 of visitor spending per pound, with a 99% view-through rate for the campaign video (VisitBritain; VisitBritain). Florida's legislative economists measure something narrower, state tax revenue per state dollar, and found VISIT FLORIDA returned 0.58 for 2019 to 2022, a period that includes the pandemic (Florida EDR).

What the popular travel video statistics really say

Many travel video statistics in circulation are real numbers that have lost their population, their country or their date. We traced seven of the most repeated to the earliest document we could read. Pages that repeat a claim are linked only as dated evidence of how it changed, never as a source for the number.

"2 in 5 travellers use YouTube Shorts for travel inspiration"

This figure is real, but it describes India. It comes from a Google-commissioned Kantar survey of 1,000 online adults aged 18 and over in India, published by Think with Google in November 2025: YouTube Shorts was a source of inspiration for 2 in 5 Indian travellers (Think with Google). Quoted without "India", it becomes a global claim no survey has measured. What to use instead for the U.S.: Future Partners' 17.2% of American travellers using TikTok for inspiration, or 41.9% using any of YouTube, TikTok or Reels for planning.

"Travel views on TikTok grew 410% since 2021"

TikTok did publish this, but not the data behind it. Its business blog said in September 2023 that since 2021 it had seen a 410% increase in views of travel content (TikTok for Business). The footnote on that line points to a TikTok survey of UK users, which cannot measure view growth, and the post gives no base figure or definition of travel content. The earliest version we could read, in New Digital Age on June 29, 2023, reported the 410% as January 2021 against January 2023, released alongside a TikTok survey of 1,000 users (New Digital Age). Treat it as a platform claim with two different descriptions of its period.

"Two-thirds of travellers watch travel videos when planning a trip"

This is a 2014 figure measured on a narrow group and then widened. Google and Ipsos MediaCT's "Traveler's Road to Decision" study found 65% of U.S. leisure travellers who had watched travel videos did so "when thinking about taking a trip" (Google/Ipsos). But only 35% of leisure travellers who watch online video had engaged with any travel video in the previous six months (Google/Ipsos). Multiplied through, that is about 23% (our calculation), not two-thirds.

Google's own August 2014 article restated the result as "two out of three U.S. consumers watch online travel videos when they're thinking about taking a trip" (Think with Google). The same article is the source of the "travel video views up" figure, 118% year-over-year growth in U.S. YouTube travel views, measured in 2012 to 2013 (Think with Google). A trade site was still repeating the two-thirds wording, credited to a video-advertising agency's report, in September 2025. Both numbers are more than a decade old.

"40% of millennials choose a destination by how Instagrammable it is"

This was a single question put to young British adults to promote an insurer. In 2017, holiday-home insurer Schofields asked about 1,000 UK adults aged 18 to 33 to rank five factors in choosing a holiday; 40.1% put "how Instagrammable the holiday will be" first (Schofields). The PR agency behind it says the survey asked 18-33 year olds a single ranking question and was launched as a link-building campaign in March 2017 (Bronco). Schofields' 2023 follow-up, of UK adults aged 18 to 23, reported 43% and described that figure two different ways in the same release (Schofields). It is UK-only, age-limited and forced-choice, not a measure of how travellers in general decide.

"86% became interested in a destination after seeing user-generated content"

The survey was about photos from friends and family, run by a company that sold user-generated content software. Stackla's 2019 consumer survey in the U.S., UK and Australia reported that 86% had become interested in a destination after seeing photos posted by friends, family or peers on social media (Stackla). It measured neither video nor influencer content, and Stackla, now part of Nosto, sold tools for brands to use such posts.

"Guests are 67% more likely to book when a hotel has a video tour"

This traces to a 2007 comparison of self-selected website visitors. Hotel rich-media vendor VFM Interactive and Omni Hotels tracked nearly 130,000 visitors to Omni's websites for 34 days and found those who chose to view videos or virtual tours were 67% more likely to book than those who did not (Hotel Online, reprinting the 2007 release). People already planning to book are more likely to click a tour, so the result shows correlation, not the effect of adding a video. Hotel software vendors such as Cloudbeds now repeat it as "when a video tour is available", a claim no study we found measured.

"83% of people discover new destinations on TikTok"

The 83% is real but describes TikTok users, not people. TikTok's travel industry guide attributes "83% of TikTok users agree that TikTok sparks their interest in visiting new destinations" to GWI panel data on TikTok users aged 18 and over in eight countries, collected in 2023 (TikTok for Business). With 37% of U.S. adults using TikTok at all, it cannot be read as a share of travellers.

How we built this page

We started from the questions people search for about travel video marketing statistics and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 148 figures from 48 publishers.

On September 30, 2026, each of the 140 sourced figures on this page was re-fetched from its source with the fetch cache cleared and matched against the recorded wording, and the BLS occupational estimates were checked against their series in the BLS public data API. Pages that block automated requests, including bls.gov, bts.gov, UN Tourism, the U.S. Travel Association and several tourism boards, were checked against dated Internet Archive copies. We left out what we could not re-check or could not attribute: a 75% figure from American Express's 2023 survey, whose PDF columns run together so the statement it belongs to is unclear; Brand USA's annual-report video view counts, whose only readable copy is too large to re-fetch reliably; American Express's 2024 to 2026 reports and Expedia's newsroom, which refuse automated requests; MMGY's traveller study and Destinations International's financial study, which are sold or members-only; and TikTok's 'Travel on TikTok 2025' European figures, which we found only in trade press, not on a TikTok page.

We only cite the producer: government agencies, regulators, company filings and official posts, and the survey owner's own report. We do not cite statistics roundups, Statista-style aggregators, or salary sites without a public method. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.

Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:

This edition contains no Mark Studios customer data.

Limitations

• Almost every figure about travellers and social video comes from a company that sells travel or advertising. TikTok, Google, Snap, Meta and Pinterest sell ads; Expedia, Booking.com, Skyscanner, KAYAK, Klook, TUI and American Express sell travel; Future Partners, Sojern and MGH sell research or marketing to the industry. The European Commission's Eurobarometer is the only survey here with no commercial interest.
• Platform surveys ask platform users. A share of TikTok users is not a share of travellers. Pew Research Center's 37% of U.S. adults who use TikTok is the scale to apply before quoting them as a share of the public.
• Question wording is often unpublished. Several surveys give a headline percentage without the question, the sample size or the field dates; where that is the case the table says so.
• No U.S. government survey measures how travellers use social video. Government sources count businesses, jobs, pay, passengers, visitors and spending.
• Company filings define marketing their own way. Booking, Expedia, Airbnb, Tripadvisor and Trip.com each draw the line between marketing, advertising and sales differently, and none breaks out video spend.
• Tourism board video figures are self-reported and use different definitions of a view. Some count paid impressions, some count views on their own channels, and some do not say.
• Some figures are snapshots or modelled. TSA daily counts, platform user numbers and budgets change; WTTC, U.S. Travel Association and return-on-investment figures are model estimates, not counts.

How to cite this page

For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/travel-video-marketing-statistics#SRV-014. To cite the page as a whole:

Mark Studios. "Travel Video Marketing Statistics." Last verified Sep 30, 2026. https://www.markstudios.com/research/travel-video-marketing-statistics

Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.

Sources

Download the evidence table (CSV)

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Update policy and change log

We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is December 2026. Corrections go to contact@markstudios.com.

• Sep 30, 2026: First published with 148 figures from 48 publishers, each checked against its original source.
• Sep 28, 2026: weva.com no longer responds, so the three WEVA survey figures now link to Internet Archive captures of the same 2003 and 2006 releases, re-checked word for word.