Instagram has overtaken Facebook as the travel industry’s most effective social platform, while TikTok’s influence has dropped sharply, according to new 2026 data from the TravelTech Show.
The research, drawn from more than 100 travel operators, shows TikTok now delivers results for just 9% of companies, less than half its impact last year. The findings raise a provocative question for marketers: is AI about to steal the next dance from TikTok?
Instagram now leads the field, driving results for 61% of operators, almost doubling its performance since 2024 and firmly overtaking Facebook. LinkedIn, once the industry’s most reliable B2B channel, has also seen a steep decline, falling from 70% to 42% over three years.
A Social Battleground in Flux
With nearly 70% of the global population now using social media, the competition for attention and conversions has intensified. The three‑year dataset reveals dramatic swings across the major platforms:
- Instagram: 61% (2026) → 58% (2025) → 37% (2024)
- Facebook: 47% → 63% → 26%
- LinkedIn: 42% → 52% → 70%
- WhatsApp: 23% → 19% → 22%
- TikTok: 9% → 19% → 7%
Search vs Social: The New Sales Frontier
Only 13% of travel companies say most of their customers and bookings come from social media and influencers via online search. But investment plans for the year ahead show a clear shift in priorities, with social media, AI/chatbots and website content each set to receive 15% of digital budgets.
Gen Z Is Driving the Change
TravelTech Show sales manager Thauan (Ty) Albuquerque says TikTok’s decline is particularly striking given its dominance among younger travellers. He notes that Gen Z is increasingly blending AI tools with social platforms to research, book and pay for trips, a behaviour shift that could accelerate with the launch of TikTok GO, the platform’s new in‑app booking feature.
He adds that as search behaviours evolve, operators must stay alert to where customers are discovering brands and which platforms genuinely convert interest into revenue.
On the Agenda at TravelTech Show 2026
This year’s event will explore the shifting landscape in the session “The new social battleground: TikTok vs Instagram and the rise of influencer‑to‑booking”, examining how platforms are reshaping the customer journey and driving sales.
The TravelTech Show takes place 24–25 June 2026 at ExCeL London.