respondents who traveled for leisure over the past 12 months with at least one overnight stay
Method of interview
Online interview
Supplementary notes
The number of respondents per country was as follows: Australia (1,000), Brazil (1,000), China (1,002), France (1,002), Germany (1,001), Singapore (1,001), South Korea (1,001), United Arab Emirates (1,003), United Kingdom (1,001), and the United States (1,001).
Citation formats
Impact of social media influencers on trip planning worldwide 2024, by generation
According to a November 2024 global study, millennial tourists relied the most on social media influencers for travel planning. While ** percent of surveyed millennials said they relied on influencers to plan their last trip, just **** percent of baby boomers said the same.
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Kantar. (February 4, 2025). Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar. "Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation." Chart. February 4, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar. (2025). Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar. "Share of Tourists Who Relied on Social Media Influencers to Plan Their Last Trip Worldwide as of November 2024, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 4 Feb 2025, /statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
Kantar, Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation ÌÇÐÄÆƽâ°æ, /statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/ (last visited July 26, 2026)
Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by generation [Graph], Kantar, February 4, 2025. [Online]. Available: /statistics/1558542/impact-influencers-trip-planning-by-generation-worldwide/
