Unpacking Search Behavior Trends in Travel and Tourism

It is important to understand the nuances of consumer search behavior to create a successful marketing strategy.

In our proprietary research, we surveyed over a thousand consumers to uncover their search preferences across various categories. When looking into the travel and tourism category we examined how search behaviors can differ between age groups and categories.

A prominent theme that emerged is the pronounced divergence in platform preferences between two distinct age brackets, those 18-24 and those 35+.

While Google remains a strong source across both cohorts, there were significant differences between the age groups. The younger generation leans toward the likes of Instagram, TikTok, and Snapchat for their travel-related quests while their older counterparts showed a preference for Bing, Facebook, and YouTube.

Consumers today navigate a wide digital landscape when seeking travel-related information. It becomes evident that advertisers should adopt a diversified approach that spans across these platforms to ensure a comprehensive reach that resonates with travelers of all ages.


Data is a subset of a larger data set


  • Pinterest exhibited a 23% surge in popularity among the 35+ age group compared to the 18-24 demographic. This suggests that Pinterest is swiftly becoming a favored platform for travel-related searches among those 35+ consumers, presenting a prime opportunity for the platform to tailor its travel-related content to this demographic.

  • Social media platforms such as TikTok, Instagram, and YouTube are top of mind as search platforms, particularly among the younger demographic making up 3/5 top preferred platforms. These visually driven platforms also account for 40% of those 35+ demonstrating the prominence of video-oriented content across platforms and ages.

  • The biggest difference in platform preference emerged with Google and Bing. Those 35+ exhibited a preference for both search engines that was over 100% higher than their younger counterparts. This highlights the popularity of search engines as information sources, particularly among the 35+ age group.

Overall, while Google maintained its supremacy in travel-related searches, social media platforms like YouTube and Instagram emerged as popular choices across age groups. Thus, signifying the growing influence of visually engaging content in the travel and tourism sector.

Why is this Important for Advertisers?

This data highlights platform trends and shifts in consumer behavior. Advertisers can stay updated with these trends to ensure their marketing strategies remain relevant and effective.

It also can empower advertisers in the travel and tourism industry to make informed decisions about where and how to allocate their resources for maximum reach and engagement with their target audience. It also helps them adapt their strategies to changing consumer behavior and emerging platform trends. Ultimately improving the effectiveness of their advertising campaigns.