From Screen to Scene – Social Media and Pop Culture Drive a New Wave of Travel in 2025

From binge-worthy shows to viral travel reels, pop culture and social media are reshaping how Americans choose their destinations this summer.

RICHMOND, VA – August 5, 2025 /PRNewswire/ -- As Americans plan their summer getaways there is a new influence steering their travel choices – social media and pop culture. Allianz Partners USA’s annual Vacation Confidence Index* revealed travelers, especially younger generations, are increasingly planning trips inspired by viral destinations.

Younger Americans (aged 18-34) are leading the charge when it comes to social media inspired travel. Constantly connected and highly engaged with platforms like TikTok, Instagram, and YouTube, 47% of this generation say their travel plans are influenced by social media. For these digital natives, the journey often starts with a scroll, where inspiration then turns into an itinerary.

“In 2025, travel is about connection, culture, and storytelling,” said Emily Hartman, General Manager at Allianz Partners USA. “We’re seeing Americans plan entire trips around the filming locations of their favorite shows, viral social media spots, and iconic scenes from movies. As travelers follow inspiration from their screens to real-life destinations, having the right travel insurance ensures their plans are protected, so the only drama they encounter is on-screen.”

The influence of pop culture and social media on travel has reached new heights in 2025, with more Americans letting their screens guide their next getaway. From the cinematic coastlines where The White Lotus filmed, to the viral travel itineraries seen on TikTok and Instagram, TV shows, movies, and digital content are now powerful drivers of destination decisions. The survey found that 42% of the same generation of younger Americans (aged 18-34) say their vacation plans have been influenced by recent TV shows or movies. As entertainment becomes increasingly immersive and shareable, travel is becoming a natural extension of fandom and storytelling.

The data also reveals a notable gender difference in how media impacts travel planning. Men are more likely than women to be swayed by social media content and pop culture references when choosing where to go. This suggests that the influence of digital platforms and entertainment media isn't just generational, it's behavioral.

Whether it's booking a stay at a resort featured in a streaming series or recreating a day-in-the-life reel from a favorite influencer, travelers are increasingly inspired by what they watch and scroll. This trend reflects a shift toward experiential, story-driven travel where the setting of a show or the vibe of a viral post becomes the spark for real-world exploration.

The Vacation Confidence Index has been conducted each summer since 2009 by national polling firm Ipsos Public Affairs on behalf of Allianz Partners USA. A vacation is defined as a leisure trip of at least one week to a place that is 100 miles or more from home.

Allianz Partners offers travel insurance through most major U.S. airlines, leading travel agents, online travel agencies, hotel companies, cruise lines and directly to consumers. For more information on Allianz Partners and available travel policies, please visit http://www.allianztravelinsurance.com/.

^{* *Methodology: These are the findings of an Ipsos poll conducted on behalf of Allianz Partners. For this survey, a sample of 2,005 Americans aged 18+ was interviewed from April 14 to 15, 2025 via the Ipsos Online Omnibus. The precision of Ipsos online polls is measured using a credibility interval. In this case, the results are accurate to within +/- 2.7 percentage points, 19 times out of 20, of what the results would have been had all American adults been polled. Quota sampling and weighting were employed in order to balance demographics and ensure that the sample’s composition reflects that of the actual U.S. population, according to data from the U.S. Census Bureau. Credibility intervals are wider among subsets of the population.}

About Allianz Partners
In the United States, Allianz Partners USA (AGA Service Company) offers Allianz Travel-branded travel protection plans and serves millions of customers each year. In addition to travel protection, the company offers event ticket protection, registration protection for endurance events and unique travel assistance services such as international medical assistance and concierge services. AGA Service Company is doing business as Allianz Global Assistance Insurance Agency in California (License # 0B01400) and Massachusetts. Allianz Partners USA is part of the Allianz Partners group. Allianz Partners is a world leader in B2B2C insurance and assistance, offering global solutions that span international health and life, travel insurance, mobility and assistance. Customer driven, our innovative experts are redefining insurance services by delivering future-ready, high-tech, high-touch products and solutions that go beyond traditional insurance. Present in over 75 countries, our 19,400 employees speak 70 languages, handle over 58 million cases each year, and are motivated to go the extra mile to offer peace of mind to our customers around the world.

For Allianz Partners USA products offered and sold in the U.S.: Terms, conditions, and exclusions apply to all plans. Plans are available only to U.S. residents. Not all plans are available in all jurisdictions. Availability of coverage, including the epidemic-related benefits and covered reasons described here, varies by product and by state. Products may not include all benefits or covered reasons described here. All benefits are subject to maximum limits of liability, which may in some cases be subject to sublimits and daily maximums. Benefits and limits vary by plan. For a complete description of the coverage and benefit limits offered under your specific plan, carefully review your plan’s Letter of Confirmation/Declarations and Certificate of Insurance/Policy. Insurance coverage is underwritten by BCS Insurance Company (OH, Administrative Office: Oakbrook Terrace, IL), rated "A" (Excellent) by A.M. Best Co., under BCS Form No. 52.201 series or 52.401 series, or Jefferson Insurance Company (NY, Administrative Office: Richmond, VA), rated "A+" (Superior) by A.M. Best Co., under Jefferson Form No. 101‐C series or 101‐P series, depending on state of residence. A+ (Superior) and A (Excellent) are the 2nd and 3rd highest, respectively, of A.M. Best’s 13 Financial Strength Ratings. Except as otherwise specified, AGA Service Company d/b/a Allianz Global Assistance is the licensed producer and administrator of Allianz Travel-branded travel protection plans in the U.S. and an affiliate of Jefferson Insurance Company. Allianz Global Assistance is a mark of AGA Service Company or its affiliates. The insured shall not receive any special benefit or advantage due to the affiliation between Allianz Global Assistance and Jefferson Insurance Company. Plans include insurance and assistance services. Noninsurance benefits/products are provided and serviced by Allianz Global Assistance.