From clicks to trips: How digital marketing
is redefining the way we plan and
experience travel ?
A few years ago, people planned their trips at travel agencies or using paper guidebooks such as Le Routard. Today, digital marketing influences almost every travel decision. From the moment you consider a destination to the moment you book a flight, everything depends on screens, clicks, and algorithms. Every travel choice now combines technology and influence.
The algorithms behind our dream travel
The power of digital tools lies in their ability to predict what travelers want even before they start searching. Algorithms collect data from searches, social media activity, and browsing history to create personalized recommendations. Someone who likes videos of paradise beaches on Instagram will see more and more of them and will see ads for Bali or Thailand pop up. This is never a coincidence. It is marketing based on user behavior and data analysis.
AI now makes it possible to adjust ads in real time, personalize newsletters, and send messages tailored to specific interests. Algorithms have become travel assistants that know preferences faster and better than users themselves.
But this digital evolution comes with new risks. Many travelers find themselves in digital bubbles, exposed only to famous destinations and “common” tastes. They don’t try to visit new places or form their own opinions. This raises ethical questions in marketing. Brands must learn to strike a balance between personalization and diversity in order to keep travel open to new experiences beyond the control of algorithms.
The increase of digital influence in travel
Influencers on social media also play a major role. Most young people who travel don’t choose their destination without first looking at Instagram posts, TikTok videos, or YouTube vlogs. Influencers now set the standards for travel. On TikTok, for example, creators such as @lexielimitless and @millesvoyages act as tourist guides and inspire new dream destinations. A single viral video can transform a little-known destination into an international tourist attraction overnight. In addition, brands are collaborating with these creators to reach new audiences with authentic, emotional, and meaningful content.
According to a report by Jannik Linder (CEO of Gitnux), 65% of travelers use social media to plan their trips.
Many brands organize press trips and exclusive travel experiences for influential trendsetters. These partnerships are part of digital marketing strategies aimed at creating links between users and brands. When influencers share their travels on social media, their followers don’t see it as advertising for products or brands, but simply as content. However, ethical questions are multiplying on this subject. Users are demanding greater transparency about paid content and its environmental impact. The impact of excessive travel on ecosystems is now a hot topic. Some users accuse influencers of promoting mass tourism, showing only idealized images, or ignoring local realities. In 2025, travelers no longer want just beautiful photos and videos; they expect those they follow to make their travel dreams something sincere and respectful of the planet.
Digital marketing has not only changed the way we travel, but also the reasons why we travel. Discovery is still linked to a certain curiosity to explore the world, but now it is also linked to social and digital influence. Algorithms guide our choices, and digital influence fuels our imagination and ambitions.
However, the real experience will only begin when we stop following recommendations and opinions that have already been made, and explore the world for ourselves 🌍.