Friday, August 1, 2025
In 2025, search engines like Google, Bing, Yahoo, and Yandex are still leading the way in how people plan travel in the US and Canada, basically Gen Z. Even though tools like Facebook, YouTube, TikTok, ChatGPT, and Perplexity have become popular, most travelers still begin with familiar names. People trust these search engines. Google gives fast answers. Bing is growing with AI. Yahoo still holds a niche, and Yandex serves some multilingual communities. These platforms help users find flights, hotels, tips, and maps in seconds. In both the US and Canada, travelers—young and old—turn to these tools first.
At the same time, word-of-mouth remains one of the strongest forms of travel advice. A friend’s suggestion or a family member’s story often beats any online ad. Word-of-mouth works in both digital and real-life spaces. Despite rising trends, it hasn’t faded.
Meanwhile, Facebook, YouTube, and TikTok inspire travelers, especially Gen Z. These platforms show destinations in creative ways. But people often go back to Google or Bing to check real facts. Even with smart tools like ChatGPT and Perplexity, users still use search engines to double-check or dig deeper.
So, while a new Gen Z trend is here—driven by short videos and AI—it hasn’t replaced the old ways. Instead, people mix tools. Search engines and word-of-mouth lead the plan, while social media and AI add color and speed. This balance explains why search engines and word-of-mouth still dominate US and Canada travel planning today.
Why Travel Planning Still Begins with Trust
Travel is fun. Planning it, however, can be tricky. People want the best deals, the nicest spots, and honest advice. In 2025, many still turn to old, trusted tools to plan their trips. In both the US and Canada, search engines like Google and advice from friends or family come first. These are tools people know, trust, and use again and again.
Even with flashy apps, smart AI tools, and viral TikTok videos, most travelers prefer simple tools. This is especially true when they are spending money on flights or hotels. So, while Gen Z and younger travelers love social media, they still check search engines and ask around before booking anything. Let’s explore these trends and why they still matter in travel and tourism.
Search Engines Are Still the Starting Point for Most Travelers
Every day, millions search for travel ideas on the internet. Search engines help travelers in both the US and Canada compare places, check reviews, and find deals. A big study showed that almost 70% of travelers still use search engines to begin planning their trip.
Why? Because search engines give many results quickly. You can search “best hotels in Toronto” or “things to do in New York” and get thousands of answers. People trust this system. They can dig deeper, compare prices, read blogs, and see what fits best.
Also, search engines offer both official and personal insights. You get government tourism sites, hotel pages, and real-life reviews from other travelers. This mix helps travelers make smart choices. That’s why search engines stay strong in this fast-changing tourism world.
Google Leads, But Change Is Coming
Google is still the biggest search engine in the world. In both the US and Canada, most people use Google to find what they need. As of 2025, more than 86% of Americans and almost 90% of Canadians use Google as their main search engine.
People like Google because it is fast, smart, and easy to use. It shows results from all over the web. Travelers also use it to plan trips, find hotels, or read reviews.
But now, things are starting to shift. Google is still the king, but it is slowly losing a little ground. That’s because of new players like Microsoft Bing and AI-powered tools that help users find answers in new ways.
Bing Grows with Help from AI
Microsoft Bing is getting better. It added AI chat features that help users ask questions and get helpful answers fast. This smart tool is called Microsoft Copilot.
In the past, Bing had only a small share of users. But now it is slowly growing. In the US, Bing has about 7.6% of the market. In Canada, it has about 6.5%.
That’s still small compared to Google. But Bing’s growth shows people are open to trying new ways to search. This is a big change in the world of search engines.
Privacy Tools Like DuckDuckGo Stay Small
Some people don’t like being tracked online. They want private searches. This is why DuckDuckGo exists. It does not track users or show targeted ads.
In the US, about 2.2% of people use DuckDuckGo. In Canada, that number is closer to 1.3%. These are small numbers, but DuckDuckGo is popular with people who care about online privacy.
AI Search Tools Begin to Shift Traffic
AI search tools like ChatGPT, Perplexity, and Google’s own AI overview are changing how people get information. Some websites are getting fewer visitors from regular search. In fact, search referrals dropped 20% on some travel websites.
This means more people are asking AI tools for answers instead of clicking on links. That’s why Google is also changing how its search works. It now shows AI summaries at the top of the page.
Travel companies and tourism boards need to watch this change. They should still focus on Google, but also start learning how to appear in AI answers too.
What It Means for Travel and Tourism
People in the US and Canada still use search engines to plan travel. A big number—46%—start their travel planning with a search engine. They trust what they find.
Even with AI tools growing, search engines are still the most important. Travel companies should focus on writing helpful content, answering common questions, and staying visible on Google and Bing.
This will help travelers find them easily, no matter how the search world changes.
Word-of-Mouth: Still the Most Powerful Travel Tool
People believe other people. That’s why word-of-mouth is still one of the most powerful tools in tourism. If a friend tells you about a cool trip to Vancouver or a beach in Florida, you are likely to listen.
A 2025 survey found that 55% of travelers discovered their next travel idea through a friend or family member. This works better than most ads. Why? Because there’s trust. People believe someone who has actually been there. Also, this advice often includes real tips—like what to avoid or what to enjoy more.
In both Canada and the US, this trend stays strong. Whether planning a road trip or an overseas vacation, travelers first ask their circle before heading to apps or websites.
Social Media and Gen Z: A Big Trend, But Not the First Choice
Yes, Gen Z loves social media. They are always on Instagram, YouTube, or TikTok. Many see beautiful beaches, mountains, or food videos and feel inspired. Still, only 41% start planning with social media. That means even for Gen Z, search engines and word-of-mouth come first.
Social media plays a role in inspiration, not full planning. A Gen Z user might see a cool waterfall in Canada, then head to Google to learn more. They still want real facts—like how to get there or where to stay. So social media is strong, but not yet number one.
Also, influencer posts and viral reels can be fun, but they don’t always show the full picture. That’s why Gen Z travelers—smart and curious—check more trusted sources before booking anything.
Travel Apps, Price Tools, and AI: Growing But Still Behind
Price-comparison sites once ruled travel planning. In 2025, they have dropped to the fifth spot. Travel apps also stayed steady, but they’re not rising. Why? Many users now do everything through search engines or social media links.
Then there’s AI. New tools like ChatGPT, travel chatbots, and itinerary generators are exciting. But only 9% of all travelers in the US and Canada use AI tools for planning. Among millennials, the number is a bit higher—15%. Gen Z is starting to test them too.
Still, AI tools are not a top choice yet. Many people don’t fully trust them with real money decisions like booking a trip. They want advice, but from sources that feel personal or experienced.
How US and Canada Travelers Differ in Planning Trends
Travel trends are often similar across North America. But there are slight differences between US and Canadian travelers:
- US travelers rely more on search engines and Google Flights.
- Canadians are more likely to seek family input before booking international travel.
- Canadian Gen Z uses social media less for booking and more for inspiration only.
- US Gen Z follows more travel influencers and trends but still confirms with Google before buying.
These trends show that no matter where someone is from, trust and research play the biggest roles.
Why Trust Beats Tech in 2025 Travel Planning
Even in a world full of AI and smart tech, people still trust what feels human. A search engine shows choices. A friend gives a memory. A review shows honesty. That’s why most travelers still mix old tools with new ones.
In simple words: people want real advice, not just ads. They want stories and steps. That’s why tools like Google and real-life suggestions stay important in travel and tourism—even in 2025.
How Travel Businesses Can Use These Insights
If you’re a travel company, hotel, or tour operator, here’s what you can do:
- Improve your SEO: Make sure people can find your website on search engines. Use real keywords like “best hotels in Vancouver” or “family tours in Niagara Falls.”
- Encourage reviews: Ask happy guests to leave real comments on Google or TripAdvisor. Word-of-mouth works—even online.
- Create helpful blog content: Write travel guides, tips, and local stories. This helps your site appear in searches.
- Use social media smartly: Share real experiences, not just pretty pictures. Include how-tos, short videos, and honest posts.
- Test AI tools: Add chat support or AI-powered travel assistants, but don’t depend on them fully. Blend tech with human service.
The Future of Travel Planning: Blended Tools and Smarter Choices
Looking ahead, travelers will likely use multiple tools together. A typical planning journey might look like this:
- See a TikTok of a waterfall in Canada.
- Google “how to reach this place in Canada.”
- Ask a friend who went there last year.
- Compare prices using a travel app.
- Book using the airline’s direct site.
This flow shows how search, social media, word-of-mouth, and tech tools all work together.
In the US and Canada, tourism will grow stronger if planning stays easy, honest, and fun.
Old Tools Still Win, But New Tools Help
Travel is changing, but people stay the same. They want trust. They want facts. They want help.
In 2025, the US and Canada travel world shows that search engines and word-of-mouth still lead. Social media, Gen Z trends, and AI are growing—but not yet replacing the top tools. Together, they help create smarter, more human travel planning.
So, whether it’s a big trip across the country or a weekend getaway, people still start where it feels safe: search, ask, compare, and book.
