It may seem commonplace today that social media sparks people’s interest in travel, but Stackla’s study found that an impressive 86 percent of people have become interested in traveling to a particular destination specifically based on friends’, family or peers’ social images - 1.8 times more than images from a travel influencer on social media.

And this isn’t just serendipitous social scrolling; people actively seek out social proof when researching places to visit and stay while traveling.

Report: Consumer & Marketing Perspectives on Content in the Digital Age