In April, Ofcom revealed that social media use remains widespread in the UK, with nearly nine in 10 adult internet users (89%) using at least one social media platform, rising to 97% among 16–34-year-olds.
For franchisees, particularly in a people-first sector like travel, this shift represents an opportunity as much as it does a challenge. Today’s entrepreneurs aren’t simply running businesses. They’re building communities, sharing lived experiences, and inspiring people long before a booking is even made.
Platforms have become the new shop window, and the person behind the business is what draws people in.
Changing consumer expectations
As social media has evolved, so have the expectations placed on brands and the individuals who represent them.
Customers now look for inspiration much earlier in their journey. In travel, that often means discovering destinations, ideas and experiences through social platforms before they’ve even decided where they want to go. A recent survey by Deloitte reinforces this shift, showing how social media continues to be a hub for brand and product discovery, with more than half (56%) of consumers saying they browsed products on social media in 2025.
But presence alone no longer cuts through. In a crowded digital landscape, customers gravitate toward businesses that feel human and relatable. They want to hear from real people who understand their needs and can offer trusted guidance. Deloitte’s research also found that 50% of consumers expect brands to communicate authentically on social media either almost always or all the time, while 73% now expect brands to respond to them directly on social platforms.
How franchisees can win
Against this, franchisees – particularly those in the travel sector – need to adapt fast, establishing and grow a digital presence to connect meaningfully with customers.
Social media becomes most effective when it reflects the person behind the business. It needs to feel personal, purposeful and rooted in lived experience. When franchisees share real stories, honest customer feedback and moments that reveal the human side of their work, they create the kind of authenticity that customers instinctively trust.
Recent disruption in the Middle East has shown just how quickly information can spread and how vital it is for travel professionals to be present and proactive online. Social platforms have become spaces where real-time voices and experiences are amplified, and where customers turn for clarity and reassurance.
When used consistently and with purpose, it helps entrepreneurs build trust and nurture a digital community which, over time, naturally opens the door to new business opportunities.
Business owners can’t ride the wave alone – training is crucial
Business owners can’t be expected to navigate this landscape without support. This is where the franchisor plays a critical role. From understanding different content formats, to learning how to tell authentic, engaging stories, to responding confidently to customer enquiries, a structured social media programme can help demystify what can often feel like a complex and fast-moving landscape.
However, a single training session isn’t enough to build lasting confidence. Ongoing workshops, tailored one-to-one coaching, and easy access to best practice guidance are key to building confidence over time. This is what enables franchisees to shift from occasional users of social media to confident, consistent digital storytellers, ultimately strengthening the relationships they build with their customers.
