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Social media is the dominant source of travel inspiration in China and India, used by 68% and 63% of travelers respectively, according to the . Both countries also lead across every other channel: travel booking websites (51% and 49%), search engines (60% and 43%), and AI chat tools (44% and 42%). Argentina sits in the middle, with 54% of its travelers using social media and 39% turning to booking websites, though its AI chat tool usage is just 19%.

Western markets tell a different story. In the USA and Germany, social media reaches only 34% of travelers in each country, and search engines sit at 36% and 31%. The UK lags furthest behind at 23% for social media and 25% for search engines. Travel booking websites hold up better across these markets, at 36% in the USA, and 30% in both Germany and the UK, but the gap with China and India remains wide.