In 2025, social media remains a key driver of travel inspiration for Australians, with Facebook leading at , followed by YouTube () and Instagram and TikTok at lower levels. Travel company websites also play a strong role, while traditional travel blogs and platforms like Kayak or Traveloka attract smaller audiences. Visually rich, easily shareable content and official brand channels are the most influential, especially for travelers seeking both inspiration and practical information. For travel marketers, investing in social and owned digital content is crucial to capture attention and build trust.
For further insights, explore most popular booking channels for Australian travelers, most-traveled air destinations for Australians, preferred travel booking method in Australia.
