Instagram sits at the heart of modern trip planning.
In January 2025, Instagram ads could reach about 1.74 billion people worldwide, according to Meta’s own planning tools.
In the U.S., half of adults say they use Instagram, and Instagram’s ad reach equals 53% of U.S. internet users, making it a natural place to inspire and convert travelers.
Social content is no longer “just for inspiration.”
Big studies show it now nudges real choices: 41% of global travelers cite social media as a source of trip inspiration; in the U.S., 51% say creators influence their travel decisions; and half of consumers have wanted to book a trip they saw on their feeds.
Key Stats: Instagram & Travel / Tourism
- For about 37% of Americans, Instagram is their go-to platform for travel inspiration — more than YouTube or Facebook.
- Travel/hospitality brands typically see around 3.1% engagement on Instagram (average), especially when using appealing formats like high-quality imagery, stories, carousels.
- Reels are the rising star: for influencer content in 2024, Reels averaged ~2.08% engagement, topping carousels (~1.7%) and photo posts (~1.17%).
- Branded travel content averages ~1.9% engagement; Reels slightly lower in some cases. Still solid given large audience sizes.
- Social media is now more powerful in influencing travel decisions than travel agents for many: 35% of global consumers turn to social media first; in Gen Z it’s 53%.
- Among travel enthusiasts (those already interacting with travel content), ~67% use Instagram to pick their next destination.
- Posts that show attractions, activities, and experiences (rather than just lodging or travel logistics) tend to get more interest.
How big is Instagram’s audience for travel content?
Instagram’s scale makes it a top-of-funnel powerhouse for tourism marketers.
- Global ad reach (Jan 2025): ~1.74B.
- Top user markets: India, the U.S., Brazil, Indonesia, and Turkey—each still growing year over year.
Instagram scale & where the audience lives (Jan 2025)
| Metric | Figure |
|---|---|
| Global ad-reachable audience | ~1.74B users |
| U.S. adults who use Instagram | 50% |
| U.S. ad reach vs. internet users | 53.2% |
| Biggest user countries | India (414M), U.S. (172M), Brazil (141M), Indonesia (103M), Turkey (58.5M) |
Sources: DataReportal (global & country breakdowns; U.S. ad reach), Pew Research (U.S. adult usage).
Does Instagram actually influence travel decisions?
Yes—social media content (including Instagram) is now a mainstream driver of where people go and what they book.
- Global: 41% of travelers say social media inspires trips.
- Gen Z (U.S.): 65% cite social as their top source of inspiration—where Instagram is a primary platform.
- U.S. overall: 51% report creators influence their travel choices.
- Conversion signal: 50% of consumers have wanted to book a trip they saw on social.
Social video & creators: the travel effect
| Indicator | 2024–2025 figure |
|---|---|
| Global travelers citing social media for inspiration | 41% |
| U.S. Gen Z citing social as top inspiration source | 65% |
| U.S. travelers influenced by creators | 51% |
| Consumers who wanted to book from social content | 50% |
Sources: Skyscanner (global & Gen Z), MMGY, Expedia.
What formats work best on Instagram for travel?
Instagram has become video-first: eMarketer (via Reuters) notes users spend close to two-thirds of their time on Instagram watching video.
Reels is central to that shift and a big driver of Meta’s ad momentum.
At the same time, carousels continue to win on engagement rate in broad cross-industry benchmarks.
Translation: use both—short video for discovery, carousels for save-worthy depth.
Meta also reports steady time-spent growth on Instagram thanks to improved recommendations (+6% time spent in the six months to Q1 2025), which helps new travel content find audiences faster.
Format signals to guide your travel posts
| Format | What it’s best at | 2025 signal |
|---|---|---|
| Reels / video | Rapid discovery, reach beyond followers | Users spend ~⅔ of IG time watching video; Reels monetization rising. (Reuters) |
| Carousels | Itinerary-style posts, lists, save-ability | Top engagement format in Rival IQ’s 2025 benchmarks. (Rival IQ) |
| Stories | Real-time moments, polls, Q&A | Complements main-feed; good for “behind-the-scenes.” (Benchmarks vary by brand.) |
What should DMOs and travel brands do with this?
- “Inspo to booking” journey: Pair Reels (discovery) with carousel guides (details) and a clear link to book—capitalizing on that 50% “I want to book what I saw” signal.
- Aim where the audience is: The U.S. alone has 172M Instagram users, but the largest growth pockets are India, Brazil, and Indonesia—useful for long-haul campaigns.
- Measure both engagement and watch-time: Benchmarks show engagement rates fell across platforms in 2025; optimize for saves, watch-time, and clicks, not just likes.
FAQ
Is Instagram still growing?
Yes. DataReportal shows Instagram’s ad reach grew year over year into early 2025, with particularly strong momentum in its largest markets.
How many people can Instagram ads reach right now?
Roughly 1.74 billion globally (Jan 2025), per Meta’s ad tools (compiled by DataReportal).
Do Instagram creators really move the needle for travel?
In the U.S., 51% of travelers say creators influence their decisions; globally, 41% cite social as inspiration.
Which format should we prioritize—Reels or carousels?
Both. Video dominates time spent, but carousels lead on engagement in recent benchmarks. Use video to reach, carousels to convert and save.
Sources
- DataReportal — Essential Instagram Statistics (Jan 2025 ad reach & top countries)
- Pew Research Center — Social Media Fact Sheet (U.S. adult Instagram usage)
- DataReportal (USA) — Digital 2025: United States (Instagram ad reach vs. internet users)
- Skyscanner — US Travel Trends 2025 (41% social media inspiration, global) and Gen Z Travel Statistics (65% in the U.S.)
- MMGY Travel Intelligence — Portrait of American Travelers (51% influenced by creators)
- Expedia Group — Unpack ’25 Trend Report (50% wanted to book from social)
- Reuters / eMarketer — Instagram to make up more than half of Meta’s U.S. ad revenue (video share of time)
- Meta Investor Relations — Q1 2025 Earnings Call (time-spent +6% on Instagram)
- Rival IQ — 2025 Social Media Industry Benchmark Report (carousels vs. Reels engagement)
0 Comment