Travel information searches are rapidly shifting from text-based platforms like blogs to video platforms such as YouTube, according to new research.
Consumer Insights, a consumer research firm, released its "Weekly Travel Behavior and Planning Survey" on the 27th, based on 26,000 annual respondents. The findings showed YouTube as the only information channel showing clear growth among domestic and international travelers.
YouTube's rise was particularly pronounced in overseas travel searches. While blogs ranked first at 35% for overseas destination research, YouTube reached 34%, overtaking recommendations from acquaintances at 33%. Compared to 2020, blog usage dropped 20% while YouTube surged 89%.
Video content also gained influence in domestic travel decisions. "Recommendations from acquaintances" led at 41%, but second-place blogs at 28% plummeted more than 30% over six years. YouTube at 22% rose 57%, rapidly closing the gap with established channels.
YouTube's influence now extends beyond destination research into spending decisions for restaurants and accommodations. YouTube usage for restaurant and lodging decisions more than doubled since 2020 for both domestic and international travel, exceeding gains seen in destination selection.
Overseas accommodation bookings showed a different pattern. Travel product purchase channels ranked first at 30%, followed by specialized travel sites and apps at 27%, ahead of blogs at 26%, acquaintance recommendations at 21%, and YouTube at 17%. Analysts attribute this to travelers preferring official platforms with clear cancellation and refund policies for high-cost overseas accommodations that carry greater uncertainty due to language and cultural barriers.
"This demonstrates that specialized official channels retain unique territory that YouTubers and influencers cannot replicate," Consumer Insights stated. "While marketing that stimulates desire through video and images matters, trust assets that enable consumers to pay with confidence at the final stage may prove more enduring and powerful."