News and Insights

Chef’s kiss: the art of precision in travel social media for 2025

August 19, 2025

Key takeaways at a glance

To sharpen your travel brand’s social media:

Tailor content to each platform and audience
Don’t copy-paste posts across channels. Instead, match your message and format to how each audience engages—short-form video thrives on TikTok and Instagram Reels, while YouTube dominates for immersive travel storytelling.

Map your content to the traveller journey
Guide travellers from dream to booking and beyond by aligning content with each phase: spark inspiration, simplify planning, drive bookings, support the trip itself and encourage post-trip sharing.

Authenticity drives trust and engagement
User-generated content is more trusted than brand posts. Encourage your community to share real experiences and ensure your content stays true to your brand voice, visuals and values.

Isn’t life better when you refine the essentials? Think of a chef, not just cooking, but perfecting each dish. Or a musician, not just playing notes, but making them sing. In today’s fast-paced world, it’s not enough to simply do something; you have to do it smarter.

This idea is transforming travel marketing. Just like a compass needs adjusting or a map needs updating, our social strategies must evolve.

The digital world is a crowded place. To stand out, you need to understand your audience, speak their language and meet them where they are. It’s no longer about shouting into the void; it’s about crafting messages that TRULY connect.

Earlier this year, we attended ABTA’s Advanced Social Media workshop for a day focused on sharpening social strategies in a fast-changing digital world. With trends and insights from Meta, Google, TikTok and a host of content creators, the day was filled with practical tips, platform updates and real-world examples to help take your social campaigns to the next level.

The conversations reflected just how essential social media remains for travel marketing in 2025, even as consumer behaviour continues to shift. The workshop heard that 87% of UK adults are active on social platforms, which is a figure that confirms the space’s continued relevance. However, the way people engage is changing.

We also learnt that, on average, UK users now spend five hours and thirty-six minutes online each day, with just over an hour and a half of that on social, which is down 11% from previous years. The message for marketers is clear: attention is more fragmented and quality matters more than ever. In this environment, cutting through the noise means building social strategies that are both platform-specific and audience-first.

Read on to see how to sharpen your social strategy for travel and connect with audiences more effectively in a constantly evolving digital landscape.

YouTube’s dominance in travel content

YouTube was discussed in the workshop. It remains the UK’s most popular social platform, engaging 94% of internet users aged 16 and over. A trend also noted is the rise of smart TV viewing, with over a third of YouTube content now watched on television screens at home, signaling a shift beyond the traditional mobile-first experience. This versatility, combined with support for both short- and long-form video, makes YouTube an increasingly valuable storytelling platform for travel brands aiming to inspire audiences through immersive content. While video continues to dominate, success depends on understanding the context and intent behind viewer behaviour.

Customising content to fit audience behaviours

Each social platform presents unique opportunities for travel marketers but knowing how audiences use them is crucial for success:

• YouTube leads thanks to its wide appeal across age groups and versatile formats. Repurposing short videos like Instagram Reels into YouTube Shorts is a smart way to maximise reach and impact
• Facebook maintains a loyal, predominantly older user base. Workshop attendees heard that average users spend around 16 hours per month on the platform. Though Gen Z spends significantly less time on Facebook (around 15 minutes daily), it remains a powerful channel for campaigns targeting more mature travellers
• Instagram remains a leading platform for visual content, especially travel inspiration, with engagement now heavily focused on Reels
• TikTok, we learnt, reaches 36% of UK adults and is rapidly evolving. Its improved search functions, personalised recommendations, and growing influencer content increasingly influence how travellers discover and book experiences.

Aligning social strategy with the traveller journey

A smart social media strategy in travel follows the customer journey, guiding people from dreaming about their next trip all the way through to sharing their experiences afterward:

• Dreaming:

Inspire wanderlust with beautiful visuals and authentic stories from real travellers

• Research and planning:

Offer helpful information like destination guides, costs and sample itineraries to simplify decision-making

• Booking:

Focus on clear calls to action, special offers and easy booking links

• On the go:

Once travellers are on the go, keep them engaged with handy location-based tips and behind-the-scenes glimpses

• Post-trip:

Encourage them to share their stories online to build community and fresh content.

Authentic storytelling, platform originality and meaningful metrics

A key takeaway from the workshop was the power of user-generated content. With 92% of UK travellers trusting content from fellow travellers more than branded posts, encouraging audiences to share their experiences is crucial for building authenticity.

Platform-specific content is also highly important. Instead of simply reposting across channels, travel brands should tailor their approach to each platform’s unique audience and behaviours. This is especially true for TikTok, where original content often performs best.

While experimentation is encouraged, storytelling must remain authentic and align with your brand’s voice. Maintaining a consistent visual identity (colours, fonts, layouts) is also vital for standing out. Finally, tracking meaningful metrics like ‘saves’ is crucial, as this shows content is truly resonating with travellers during their planning phase.

As consumer behaviours continue to evolve, staying ahead on social media means embracing smart, audience-first approaches. Prioritise authentic stories, tailor content for each platform and focus on meaningful engagement, so your brand can build lasting connections with travellers.

Don’t just keep up; lead the way. Discover FINN Partners’ expertise in travel social media marketing or get in touch with us directly at finntravelukteam@finnpartners.com  to discuss how we can help sharpen your strategy for tomorrow.