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Image Credit Allianz Partners USA
A survey conducted by Allianz Partners USA has found that social media and pop culture are playing a significant role in shaping travel decisions for Americans in 2025. The Vacation Confidence Index, conducted by Ipsos Public Affairs, highlights that younger Americans, particularly those aged 18-34, are increasingly planning trips inspired by viral destinations and popular media content.
The survey indicates that 47% of Americans aged 18-34 report that their travel plans are influenced by social media platforms such as TikTok, Instagram, and YouTube. Additionally, 42% of this age group say their vacation choices are affected by recent TV shows and movies. This trend suggests a growing connection between digital content consumption and real-world travel experiences.
The data also reveals a gender difference in how media impacts travel planning, with men more likely than women to be influenced by social media content and pop culture references when choosing travel destinations. This highlights that the influence of digital platforms and entertainment media is not only generational but also behavioral.
The Vacation Confidence Index has been conducted annually since 2009 and defines a vacation as a leisure trip of at least one week to a location 100 miles or more from home. The 2025 survey was conducted with a sample of 2,005 Americans aged 18 and older, with a credibility interval of +/- 2.7 percentage points.
The survey’s findings underscore a shift towards experiential and story-driven travel, where destinations featured in media content become focal points for travel itineraries. As digital content continues to shape consumer behavior, the travel industry may need to adapt to these evolving preferences.
