Social media can be a key driver for sales and brand awareness for travel businesses, so staying ahead of the latest updates and changes is essential to be competitive. Platforms are regularly introducing new tools, reshaping user experiences, and offering opportunities for businesses to connect with audiences in fresh ways.

Here’s a look at the latest social media updates and how they can help your travel business thrive.

1. LinkedIn’s new creator hub: Build Your Voice

LinkedIn is rolling out its Build Your Voice hub, designed to support content creators with:

• Trending moments calendar – Perfect for travel-themed content tied to holidays and events.
• Content guides and video resources – Useful for sharing travel insights or promoting packages.
• Networking events and support channels – To upskill in content creation.

LinkedIn is no longer only for B2B networking; it’s a platform where your brand can stand out. Highlight your expertise, share industry insights, or promote luxury travel packages to professional audiences.

2. Instagram’s profile and DM glow-up

Instagram is giving profiles a makeover:

• Story highlights – Moving to their own tab for a cleaner grid.
• Custom highlights display – Pick and choose what stays on your main grid.
• DM organisation – Businesses can now sort inquiries into folders, making it easier to manage bookings, customer inquiries, or influencer partnerships.
• No more following hashtags – Hashtags are becoming less important, and SEO is taking over, so businesses won’t be able to follow specific hashtags anymore. 

A polished Instagram profile is often the first impression for potential travellers. Use the new tools to organise your content and make it easier for users to explore your services. Also, take the time to optimise your profile, social SEO is more important than ever.

Threads update

Threads is carving out a niche for real-time conversations, but it’s now moving away from Instagram-centric integration where it started. You can still use Threads to provide quick updates on travel trends, real-time destination info, or flash sales, but it will have to be platform-focused from now on. 

3. TikTok: The future of travel discovery

TikTok is rapidly becoming a search and discovery engine, especially for younger audiences. Recent updates include: 

• Smart editing tools – Simplify the creation of engaging travel videos.
• Search optimisation – TikTok users now treat the app like Google for travel inspiration (e.g., “Best beaches in Bali”).
• Live shopping integration – Perfect for selling travel-related products or last-minute deals.

TikTok’s visual nature makes it perfect for showcasing destinations, offering travel tips, or running influencer campaigns. Use TikTok trends like #TravelTok or #HiddenGems to reach new audiences.

4. Snapchat: Amplifying AR for travel

Snapchat continues to lead in augmented reality (AR), with lenses and filters for immersive storytelling. They have recently added: 

• Location-based AR – Engage users with virtual experiences tied to specific destinations.
• Scan feature expansion – Let users scan objects or landscapes for real-time info or recommendations.

Create interactive campaigns like virtual postcards or try-before-you-fly travel experiences. These AR tools can captivate audiences planning their next trip.

6. Facebook: Metrics, AI, and Stories

Facebook’s focus is shifting toward views as the primary metric for success which may affect data and ads in the beginning. They are also experimenting with in-app generative AI tools to create custom stickers. Travel businesses can leverage these AI tools for unique content, such as destination-themed stickers or personalised itineraries.

7. YouTube Shorts: capitalising on video

YouTube continues to push Shorts as a key feature and the format is more likely to get views and visibility as a result. Use Shorts for quick destination teasers, tips, or highlights to drive traffic to full-length content, such as detailed travel guides or vlogs. Don’t forget you can also repurpose your short-form content from Instagram or TikTok onto YouTube Shorts.

8. Pinterest: Idea pins and trends

Pinterest is focusing heavily on Idea Pins and enhanced shopping features. It remains a powerful platform for travel inspiration, and videos are making progress on the platform with the latest updates. Use it to promote travel itineraries, packing guides, or “bucket list” destination boards. Add links to Idea Pins for seamless traffic to your website.

9. WhatsApp: Expanding business tools

WhatsApp is introducing broadcast channels and enhancing its Business App with features like catalogues and quick replies. Streamline customer inquiries, share updates on deals or promotions, and manage bookings directly through WhatsApp.

10. X (Twitter): Travel trends and real-time updates

X (formerly Twitter) is leaning heavily into real-time updates and trending topics. You’re more likely to get traction on this platform with time-sensitive posts and engaging in trending conversations. Share last-minute offers, real-time poignant travel alerts, or participate in timed hashtags like #TravelTuesday for better visibility.

11. BeReal: Authenticity in travel marketing

BeReal, the app encouraging unfiltered content, continues to attract a younger, authenticity-seeking audience. Showcase candid, behind-the-scenes moments of destinations or your operations, appealing to travellers looking for genuine experiences. Influencer partnerships that are genuine can go a long way on this platform 

12. Google Business profiles and local search

While not strictly a social platform, Google is rolling out updates to Business Profiles with richer visual options and Q&A features. Ensure your profile is optimised for “near me” searches and rich visuals, such as hotel photos or destination highlights, to capture the attention of potential travellers.

What this means for travel businesses

The digital landscape is constantly shifting, and your strategy needs to adapt. Here’s a quick action plan:

• Embrace short-form content: TikTok, YouTube Shorts, and Instagram Reels dominate attention spans.
• Invest in social SEO: Prioritise optimised captions and alt text on Instagram and TikTok.
• Leverage AR and AI: Platforms like Snapchat and Meta are making these tools more accessible.
• Diversify platforms: Don’t rely solely on one platform, explore Pinterest, Threads, and BeReal. You never know what audience you might find there. 

By keeping pace with these updates, your travel business can stay ahead of the curve and capture the attention of adventure-seekers worldwide.