The way travelers discover destinations is changing—and so is how travel brands must show up online. This comprehensive benchmark report breaks down what’s actually working in travel marketing on social media right now. Based on 12 months of performance data, this study reveals the real engagement metrics, content trends, and platform-specific opportunities that can help travel marketers make smarter moves in 2024.

Executive Summary

• Top-performing platforms for travel engagement, and how to use each one strategically
• A comparison of content types by engagement across Facebook, Instagram, X, and TikTok
• A clear picture of what post formats are being used most vs. what actually performs
• Breakdown of the content pillars that drive the strongest engagement across platforms
• Data-driven insights to help you boost follower growth in the travel industry and craft smarter content

Averages Across All Platforms

Looking at the landscape as a whole, Instagram and TikTok dominate in engagement, but for very different reasons.

Instagram’s average follower engagement rate sits at 2.2%, with carousels and Reels driving high interaction. It’s a strong channel for both visual content trends in travel marketing and community building. Meanwhile, TikTok crushes engagement averages with 7.9%, driven almost entirely by video, making it the top choice for short-form storytelling and virality, especially for small brands.

Facebook and X trail behind in follower-based engagement rates, hovering around 0.4–0.5%, but that doesn’t mean they’re irrelevant. Facebook still has high post volume and consistent interaction, particularly for mid- to large-sized pages when using the right content formats. X, on the other hand, struggles with reach and video performance, but photo and GIF-based posts still manage to deliver moderate engagement.

If you’re benchmarking your own brand, these averages provide a baseline for travel brand engagement rates on social platforms, helping you spot where you’re overperforming or leaving results on the table.

Engagement Rates by Content Type (Per Platform)

Facebook

Most brands rely on photo albums (over 60% of content), but video posts consistently pull higher engagement rates, even with less volume. Reels are severely underused on Facebook despite their potential for organic reach. The takeaway? Shift your focus to short-form video if you’re still stuck in static content mode.

Instagram

Carousels aren’t just nice to look at—they drive results. With engagement rates outperforming even Reels in some cases, carousel albums are a high-leverage format for travel brands, especially those targeting visual storytelling. Reels are still a core play, but oversaturation is real—brands that blend formats perform best.

X (Twitter)

Engagement rates here are low across the board, and video is practically invisible. However, animated GIFs and photo posts deliver better-than-average results, especially for adventure- and experience-driven content. If you’re active on X, snackable visual content is still your best bet.

TikTok

No surprises here—video is everything. And not just because it’s 98.6% of content. It also generates massive engagement, especially for smaller profiles. Carousels are barely used but show potential with decent interaction when tested. The key insight? Keep it short, visual, and emotionally compelling.

These insights give you a clear understanding of video marketing benchmarks for tourism, and what formats are worth your time.

Post Formats by Volume (Per Platform)

What travel brands are posting—and what’s actually working—don’t always align.

Facebook

Still heavily leaning on photos (37.3%) and albums (24.7%), even though these formats underperform. Meanwhile, video posts (14%) consistently drive better engagement, yet remain underused. This gap is an opportunity for travel brands to pivot toward richer storytelling formats.

Instagram

Reels dominate the feed at 38.4% of all content, followed by carousel albums and static images. But Reels aren’t always the most engaging. The data shows that carousels often outperform Reels, particularly for brands with smaller to mid-sized audiences. If you’re only posting Reels, you’re missing out.

X (Twitter)

Photos are the clear favorite, making up nearly half of all travel content. But interestingly, animated GIFs—despite being just 0.2% of total content—deliver some of the highest engagement rates. Most brands are ignoring them entirely, leaving value on the table.

TikTok

It’s nearly all video (98.6%) and that’s how it should be. Carousels appear in only 1.4% of posts, and while they show some promise, TikTok is built for motion. If you’re not investing in short-form video here, you’re not really on TikTok.

Top Content Pillars (Per Platform)

Here’s where content strategy gets smart: content pillars reveal exactly what themes get the most engagement—and they’re not always the ones brands are using.

Facebook

While posts about Cultural Experiences and Nomadic Travel drive the highest engagement, they’re rarely prioritized. Travel marketers sticking to promo-heavy content are leaving reach and resonance on the table.

Instagram

Content that centers on Solo Travel, Photography & Visuals, and Traveler Stories consistently leads in engagement. Yet most brands still prioritize deals and destination promos. Shifting to emotion-led storytelling could boost results fast.

X (Twitter)

Here, Adventure Travel engagement metrics stand out alongside Photography and Tips. While the platform’s overall performance is limited, these themes still hold user interest and offer a niche engagement opportunity.

TikTok

This platform flips the script. The top-performing themes are Family & Group Travel, Travel Tips, and Local Experiences. It’s less about solo journeys and more about shared, relatable moments. Tap into this if you want your content to spread.

Ready to download the full report?

The full PDF includes benchmark tables, platform-specific breakdowns, and real-world strategy insights—all designed to help you optimize your travel brand’s social media game.

Whether you’re working on luxury travel campaigns, adventure tourism, or destination marketing, this report will help you level up your approach with data-backed insights and performance benchmarks that actually matter.

Download the PDF now and see how your social media performance stacks up.