Has Social Media Broken the Travel Funnel?

Published: March 11, 2026

Miyuki Sasada, Senior Account Manager, Booking.com*, Rising Revenue Optimization Leaders Council Member

 

During a Rising Revenue Optimization Leaders Council discussion, we talked about how social platforms have reworked the travel funnel. What used to be a progression of steps now acts more like a loop, with inspiration, planning, and booking happening in the same space. TikTok and Instagram accelerating in‑app hotel bookings only reinforces it.

Nearly two‑thirds of travelers who use social media for trip planning are making decisions based on content they’ve viewed. And what they’re searching for is peer‑level insight. As someone in the discussion said, “I don’t think I would book a hotel without looking at it on social media first. I want to see from a guest perspective and a traveler’s perspective, what does this outlet look like?”

That expectation changes how commercial teams think about the early side of the journey. The inspiration and planning phase has become more visual, more user‑driven, and more connected to actual purchase. It also raises the question of how hotels measure return when impressions and likes aren’t enough for owners.

What’s shifting

• Social media now influences both planning and booking.
• Platforms are positioning themselves as distribution points through partnerships.
• Many hotels are not yet using social as part of their strategy, but want to.
• Visibility needs differ across property types.
• Current metrics (impressions, likes) don’t match owner expectations.

 What teams can prepare for

Hotels are navigating a new circular funnel that’s more dynamic and more public. Our conversations highlighted a few themes:

• Treating social platforms as closed‑user‑group spaces for targeted offers.
• Creating on‑property moments guests naturally share.
• Using platform‑specific codes to measure revenue impact.
• Accounting for how OTA‑platform partnerships may shift mix.
• Rethinking how to align content strategy with revenue expectations.

The opportunity is less about chasing trends and more about aligning commercial functions around where travelers already are.

Recommended Reading

• TikTok Partners with Booking.com to Book Hotels Directly Through the App
• Expedia brings generative AI trip-planning tool to Instagram
• How social media is Reshaping the Modern Traveler’s Journey

 Questions for Teams

1. Do you utilize TikTok, Instagram, or other social platforms to plan personal travel?
2. Do you utilize this funnel for your hotel strategy?
3. Do you want to or plan to use this funnel for your hotel?
4. How do we feel about TikTok and Instagram becoming booking engines? Does that change your strategy?
5. What revenue strategies could you implement to lean into social as a revenue-driving pathway?
6. How should we rethink pricing in a world where social platforms influence funnel behavior?

*This article reflects the collective views of the individual HSMAI Rising Leader Council members, and not the views of the author alone or Booking.com.