“Saw It, Liked It, Booked It” TikTok Is Gen Z’s New Travel Agent

Travel planning doesn’t start with a guidebook or Google search anymore. It starts with a scroll. At least for Gen Z.

TikTok has become the go-to source for trip inspiration, turning short reels into bucket lists, last-minute getaways, and viral destination crazes.

In the U.S., it has officially become the top travel inspiration tool for Gen Z. This year’s Talker Research Travel Trend Report confirms this shift, showing that more than 52% of Gen Z travelers now rely on TikTok to plan their next trip.

TikTok has become Gen Z’s unofficial travel agent. Instead of spending hours searching online or flipping through guidebooks, they let their For You Page do the work for them.

A single 20-second reel of a neon-lit café in Paris or a hidden waterfall in Costa Rica can turn a casual idea into a must-see destination.

TikTok’s algorithm curates content based on interests, making recommendations seem personalized. When a Santorini sunset pops up in a sunset lover’s feed, Greece stops being a “someday” dream and starts to feel urgent.

It’s no secret that Gen Z is quick to act on trends. When something goes viral, they want to become part of it.

A perfect example happened just this month when two Americans accidentally boarded a flight to Tunisia instead of Nice, France. They documented the mix-up on TikTok, turning what could have been a stressful situation into a series of lighthearted posts.

The videos reached more than 28 million views and inspired thousands of viewers to look up flights to Tunis. What began as an accident became a moment that shifted travel interest in real time.

3. Posting Is Part of the Itinerary

For Gen Z, a trip does not feel complete until it is documented and shared. The Talker Research report found that 39% of Americans feel obligated to post about their trip, and more than half of Gen Z respondents said sharing content is a key part of their experience.

Planning now involves considering what to capture. The mental checklist might include a rooftop cocktail photo, a selfie at a colorful mural, a video of a morning market, and a golden hour shot at a scenic overlook. Posting is not an afterthought. It is woven into the fabric of the trip itself.

Even ordinary moments become content. The popular #AirportDadMode challenge shows travelers playfully acting like the ultra-organized “airport dad,” complete with power walking and gate checking.

These clips rack up millions of views and remind travelers that even layovers, flight delays, and rental car mix-ups can be entertaining when shared.

One of the most revealing statistics in the report is that 34% of travelers admit to booking certain activities mainly so they can post about them later.

For Gen Z, the visual payoff matters. They seek out hot-air balloon rides, colorful cafés, rooftop pools, and quirky hotels because those experiences look great on camera. The trip is about the memories but also about the content they are able to share.

Gen Z does not just watch travel content. They contribute to it, creating a feedback loop that inspires their audience. When they post about a destination, they influence friends, followers, and strangers who may add the same spot to their own lists.

Hashtags like #travelvibes, #naturevibes, and #sunsets are pulling millions of views each month. One clip can inspire dozens of trips, which leads to more posts, which keeps the cycle going.

TikTok isn’t just influencing travel for Gen Z. It’s running it. A single swipe can turn into a plane ticket, a reservation, or a once-in-a-lifetime experience. This generation is shaping a new kind of travel culture, one where inspiration, action, and sharing happen in real time.

Talker Research conducted the 2025 Travel Trend Report surveying 2,000 Americans between May 5–8, 2025. Talker Research is a member of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).