# What Really Sparks Wanderlust? New Research Maps Varying Influence of Marketing Media

**Publisher:** Expedia Group  
**Published:** n/a  
**Category:** Research, media & analysts  
**Type:** Study  
**Access:** Not specified  
**Official source:** https://www.expedia.com/research/science-of-wanderlust  
**Canonical:** https://tourismintel.ai/reports/what-really-sparks-wanderlust-new-research-maps-varying-influence-of-marketing-m-expedia-group

## At a glance
- Social media platforms dominate inspiration sources for younger audiences; traditional media remains influential for older traveller segments.
- Travel marketers must tailor strategies by audience age and media consumption habits to maximise engagement and conversion.

## What the report covers
Expedia Group's research examines what media and content types trigger travel decision-making across demographic segments. The study maps the varying influence of visual content, social media platforms and traditional media on wanderlust and booking behaviour. It provides guidance for destination marketing organisations and hoteliers seeking to understand and reach different traveller cohorts through appropriately targeted channels.

## Key findings
Visual content plays a dominant role in travel decision-making. According to the report, 67% of travellers cite visual content as influential when selecting destinations or accommodation, highlighting the centrality of imagery, video and design in modern travel marketing strategies.

Social media platforms, particularly Instagram, significantly influence younger travellers' inspiration. The research finds that Instagram drives 45% of travel inspiration among younger demographics, reflecting the preference of Gen Z and younger millennials for visual, peer-generated and influencer-driven content.

Traditional media retains substantial influence over older traveller segments. The survey indicates that 38% of older travellers cite television as a key source of travel inspiration, demonstrating that broadcast and conventional channels remain effective for reaching mature audiences.

Demographic segmentation is essential for marketing effectiveness. The report underscores that travel marketers cannot apply uniform strategies; instead, they must tailor campaigns based on target audience age, media consumption patterns and platform preferences to drive engagement and conversion.

## Why it matters
**DMOs & destinations** — Understanding media influence by traveller demographic enables DMOs to allocate marketing budgets efficiently across channels. Younger audiences require strong Instagram and social strategies; older segments justify continued television and print investment. Targeting mismatches waste resources and reduce destination competitiveness.

**Hotels & hospitality** — Visual content quality directly affects booking conversion. Properties must invest in professional photography and video for all channels, but tailor distribution: Instagram-native content for younger guests, traditional media placements for mature markets. Channel-audience alignment improves occupancy and revenue management.

**Travel tech & distribution** — Platform providers must facilitate visual-first discovery and ensure content optimisation for age-segmented audiences. Agencies and metasearch platforms benefit from understanding that younger users prioritise peer-generated content and influencers, while older cohorts trust editorial and traditional media endorsements.

## Methodology and limits
This brief is based on the publicly available summary only; the full report is access-restricted behind a verification gate. The summary references survey findings on traveller behaviour across demographic segments, but the underlying sample size, survey period, questionnaire design and statistical margins are not disclosed in the available text. Figures represent observed survey responses rather than forecasts.

> Note: this brief is based on the publicly available summary of the report only.

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© Expedia Group for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.expedia.com/research/science-of-wanderlust