Instagram, AI, and Itineraries: The Future of Travel Marketing Has Arrived - EFK Group

Instagram, AI, and Itineraries: The Future of Travel Marketing Has Arrived

What’s really moving travelers in the scroll economy?

Social media isn’t just where travelers get inspired, it’s where they plan, compare, decide, and book. For tourism brands, that means we’re not just creating content anymore. We’re now creating conversion points.

At EFK, we’ve been tracking the shifts shaping the travel and tourism space this year, and one thing is clear: attention is the new itinerary.

Here’s our top list of what you should keep your eyes on in 2025 and into 2026.

  1. Searchable Social is the GAME CHANGER: with Instagram content now being indexed by Google, your posts don’t just live in your grid, they live in your potential customers search bar. Destination marketing must now blend social storytelling with SEO strategy (see our blog post just on this topic, we can chat about it for days). That dreamy reel of your coastal town? It’s now an entry point to your brand, and you need to make it count.
  2. AI-Enhanced Itinerary Planning Is Going MAINSTREAM: From TikTok itineraries to AI-generated trip plans, travelers are blending automation with authenticity. Social content should not only inspire but plug into online planning behaviors. Think swipeable guides, local hacks, save-worthy maps, and creator collabs that turn into shareable itineraries.
  3. Hidden Gems Over Luxury: Todays travelers aren’t just chasing five-star stays, they’re chasing five-star experiences. Social content should spotlight local, hidden gems, and real people. Give the algorithm a reason to care about your community and your audience will follow. Youll see a resurgence for micro influencers and trendy content opportunities.
  4. A new spin to Short-Form Video: Snackable content still performs, but the sweet spot now is story-driven short form. That dreamy reel of your coastal town? It’s now an entry point to your brand, and you need to make it count.
  5. Social Ad Targeting Is Getting Smarter (and Trickier): Privacy updates continue to limit retargeting. But intent-based targeting on platforms like Meta and Pinterest is rising. Creative must be tailored, contextual, and ready to perform without a second shot. First-impression creative matters more than ever.

EFKs Final Boarding Call, in 2025, social media for travel isn’t just about likes. It’s about being findable, followable, and bookable at every touchpoint of the consumer journey.

Lead with Reels, TikToks, or even YouTube Shorts that tell a story in 15–30 seconds, with authentic voice overs, text overlays, and strong hooks. “Best brunch at the Jersey Shore” will always win over “Explore our destination.”

At EFK, we help destinations turn creative into conversions, and browsers into believers. If your content needs to work harder this year, we should talk.

Let’s connect.