Snapchat: Friends and Family Reign as the True Travel Influencers

In the ever-evolving world of travel advertising, personalization is key. While targeted ads on various platforms are becoming more relevant, it turns out that people still rely heavily on travel recommendations from their close friends and family. According to World Travel Market London research, family and friends have a greater influence on travel decisions than traditional advertising channels such as TV, radio, and print media, as reported by Skift.

Social media also plays a significant role in shaping travel choices, but there’s a catch. Many social media platforms have fallen victim to the transactional nature of influencer culture, leaving travelers skeptical about the authenticity of recommendations. However, Snapchat offers a unique approach by combining the power of social media with close-knit communities. As a “best friends network,” Snapchat allows users to catch up with their real-life circles. Travelers, in turn, rely on Snapchat to find trustworthy recommendations and engage with high-tech experiences that aid them in making passionate travel decisions.

Snapchat’s audience has grown and matured over the years, with over 50% of Snapchatters now aged 25 or older. These older Gen Zers and Millennials seek meaningful interactions within their existing communities. In fact, a 2022 study commissioned by Snap, Inc. found that 75% of Snapchatters use the platform to interact with their closest circles of family and friends.

Unlike other influencer-led platforms that pressure users to post perfectly curated content, Snapchat focuses on connecting with existing communities in a down-to-earth and relatable manner. A 2021 study commissioned by Snap, Inc. revealed that Snapchatters prioritize deep connections by sharing personal travel experiences or seeking advice from their real influencers: friends and family.

With concerns over influencer credibility and advertising techniques, it’s no wonder that friends and family emerge as the most trustworthy sources of information. An impressive 91% of Snapchatters trust recommendations from loved ones regarding brands and services. Furthermore, Snapchatters are avid travelers, with 7 in 10 having traveled in the past six months and 8 in 10 planning to travel in the next six months, according to a 2022 Ipsos study commissioned by Snap, Inc.

Travel begins long before packing a bag, and over 50% of Snapchatters enjoy researching travel. Snap Map, a feature used by over 300 million people, allows users to see where their friends are visiting and explore destinations of interest. The app’s camera-first design sparks creation, inspiration, and conversation, making it an ideal platform for travel research and planning, according to Kelly Covato, Snap’s U.S. head of travel.

Snapchatters typically share their travel highlights with close friends and family, who trust and show active interest in their experiences. This stands in contrast to traditional influencers, whose content may be difficult to interpret due to a lack of trust and the prevalence of paid placements. Snapchatters seek authentic connections and value the opinions of their inner circles.

Augmented reality, also known as AR, takes the travel inspiration and research phase to another level. AR immerses users in virtual experiences, helping them picture themselves in various destinations. Over 250 million Snapchatters engage daily with AR features, allowing travel brands to enter conversations authentically. According to an Alter Agents and Publicis study, 64% of consumers would purchase a travel product or service after experiencing it in AR.

Snapchat also offers professionally produced and viral travel content, such as Discover and Spotlight, to inspire travelers further. This content helps users visualize themselves in different destinations, fostering positive associations and pre-trip excitement. Southwest Airlines, for instance, has successfully utilized AR on Snapchat to showcase its destinations, immersing Snapchatters in the possibilities of travel.