94% of Saudi travellers discover destinations on social platforms

Social media is changing how Saudi travellers discover and choose travel destinations, according to new research commissioned by Snapchat. 

 

An overwhelming 94% of Saudi consumers say they discover destinations on social platforms, while 89% report that content creators introduce them to options they would not have otherwise considered.

 

Conducted with Publicis Media and NRG across multiple sectors, including travel, the study found social platforms have become essential for discovery, inspiration and bookings, with AI and AR technologies helping brands engage travellers more effectively.

 

Backing Snapchat’s findings, a recent Wyndham Hotels & Resorts and YouGov report highlights the impact of social media on Saudi Arabia’s youth, where two-thirds are under 35. 

 

The study revealed 39% of young Saudis primarily rely on social media for travel inspiration, 64% enjoy visiting destinations trending online and more than 80% are open to using AI-powered travel planning tools, confirming a generational shift shaping travel behaviour.

 

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Despite this digital surge, personal influence remains key. Snapchat’s data shows 90% of Saudi consumers still factor in recommendations from family and friends in their travel decisions, underscoring the ongoing importance of trusted networks alongside digital channels.

 

Joyce Hallak, Chief Strategy Officer at Publicis Media Middle East, who worked on the Snapchat survey, said: “It’s critical for brands to understand how and where decisions are being made. This research delivers actionable insight into a path to purchase that is more social, connected, and immediate than ever.”

 

Supporting the context, social media analysis firm Sprinklr reports that 95% of Saudi internet users engage with platforms like X (formerly Twitter), TikTok and Snapchat, spending an average of three hours and six minutes daily—29% more than the global average, making these channels vital touchpoints for travel brands.

 

However, contrasting evidence from the UAE shows a different traveller mindset. A report from payment company Ayden found 81% of UAE travellers view social media as cluttered with adverts and influencer content, preferring AI-powered searches for quicker, more efficient travel research.

 

For more information, visit snapchat.com/Saudi-Arabia