Ever-changing trends, audience analytics and evolving algorithm changes — however you pair these buzzwords together, it doesn’t change the fact that the digital landscape is dynamic. As advisors with more pressing matters to take care of day-to-day, staying informed about social media advancements can be a challenge. It’s for this reason that The Compass sifted through Hootsuite's 2026 trends report, handpicking four of the most relevant predictions advisors need to know about and can apply in the year ahead. Read on to learn what the online world has to offer.
Micro-Behaviors Matter
Social media gurus have long considered followers and like counts as a vanity metric, meaning that those numbers might make you feel good but don’t translate into a tangible outcome. Now, as algorithms continue to drive the type of content that appears on a user’s feed, these data points are dropping even further in importance.
Apps have gotten smart, instead analyzing online micro-behaviors to determine which content should be served. How long someone spends on a post and the way they interact with it (comments, shares, reposts), or if they scroll back up to rewatch, are examples of some of the behaviors being logged by algorithms. Essentially, if advisors can create content that makes their audience or other online users break their traditional viewing patterns, the app rewards this with increased visibility. All it takes is for a couple of people to spend one more second on a post and a handful of extra comments to boost the travel pro's ranking.
Hootsuite compares this transition to a snowball effect, creating a far different online atmosphere from the rabbit hole experience we were previously used to. Audiences exhibiting any of these micro-behaviors on a piece of content will be served more of the same, effectively generating momentum on the post and spreading it through adjacent networks.
To capitalize on this shift, advisors should double down on audience research to get a nuanced understanding of their behaviors and preferences. Are videos and reels performing better than carousels? Do users interact more with content about specific destinations than branded deals? Are they showing favoritism towards one of your specialties, like river cruises or all-inclusives? Asking and answering these types of questions can help industry experts more clearly identify the content that resonates with their audience and give them a starting point for how to curate posts moving forward.
A Time and Place for AI
Love it or hate it, hashing out AI in the digital space is inevitable. Millions of corporate workers in marketing, advertising and social media are in the same boat as advisors: to what extent is using AI acceptable? Hootsuite took a look at this, finding that online audiences don’t mind when brands use AI as a tool for workflow. Tasks like scheduling content, analyzing data or sorting incoming emails are functions of AI that users aren’t privy to, and they approach it with an “ignorance is bliss” mindset. Brands (and advisors for that matter), using AI to handle the behind-the-scenes workload is tolerated, simply because online audiences have no idea if it is or isn't being used.
However, where it does become a concern for users is when content is visibly created by AI. Thirty percent of consumers reported they’re less likely to choose a brand if they know their ads are AI-generated, and if the complaints on social media after the Super Bowl commercials were any indication, it can irreversibly taint a reputation. Keeping up with the demands of a travel business can be overwhelming, especially when piled on top of social media marketing responsibilities. But even in the face of stress, remember that authentic content wins. Think quality over quantity, and let originality be a guiding pillar of your online profile.
Nostalgia Resonates With Gen X
Generations of online users are merging onto social platforms, but their personalities remain distinct. Gen Z and Millennials are gaining more traction in the digital space because they’re the “next wave” of travelers, while Gen Alpha is developing a reputation for chaos (ahem, 6-7). Gen X (individuals born between 1965 and 1980) is a target demographic often overlooked in modern marketing strategies, though considering they were the quiet drivers of global spending in 2025, they present a lucrative opportunity.
Unlike other travelers, Gen Xers are particularly interested in nostalgic content. A Pinterest Predicts report noted that searches for old meme templates, classic TV shows and 1970s childhood toys are up on the platform, indicating that Gen X users are seeking connection to their former selves. With a market established for it, this is the perfect time for advisors to tap into nostalgic trips, offering itineraries to meaningful destinations. Ties to honeymoon, wedding, alma mater and family vacation destinations are great places to start, and advisors who can properly market this unique approach may unlock a new sector of travelers.
The Rise of Value-Driven Travel
While many vacationers are making plans to travel in 2026, a large number are also facing cost-of-living pressures in the current economic climate. Hence, "aspirational” content is on the way out. Instead of showing exotic destinations and experiences as something travelers can achieve, share value-focused content that explains why a particular product provides the most bang for their buck.
Destination dupes, budget-friendly accommodations and travel hacks are a few areas advisors can educate their audiences on, but the key is to demonstrate why they work. Because these travelers are operating on tighter funding, they want to be completely confident in their decision to book, and that starts with them feeling like they’ve maximized every dollar. Working with budget-conscious vacationers also enhances an advisor’s credibility, as it visibly exemplifies their professional knowledge and skillset. Make a few of these clients happy, and there’s potential to build into more tangible bookings and a loyal customer base down the line.
All these social media changes may have travel pros feeling like they’re lagging, but what truly matters is their ability to deliver content that resonates. Lean on industry experience and trust your gut instincts — authenticity is always something online users appreciate and value, regardless of how social media continues to evolve.
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