Americans spent more than US$850 billion on domestic leisure travel in 2023, a sum that looks likely to rise in future years. Whether it’s a weekend getaway to a Taylor Swift concert, a long-anticipated holiday visit with family, or a monthlong tour of national parks, travel can leave a lasting impact on how we see ourselves.

In the age of social media, platforms like TikTok, Instagram and Reddit have become outlets for travelers to share their experiences and connect with others. Our recent research suggests that this online engagement plays an underappreciated role in how much people enjoy their vacations.

We found that trip satisfaction isn’t just about the core event — the concert, gathering or sightseeing tour. Instead, the entire journey matters, from the anticipation beforehand to the joy of sharing stories afterward.

This might sound intuitive to avid travelers. But as marketing professors, we believe the tourism industry could better harness this insight.

The power of ‘mental time travel’

Even before a traveler sets foot at a destination, what we call “mental time travel” begins shaping their experience.

Picture this: You’re planning to take your teenage niece to her first Taylor Swift concert. The planning process itself is exciting: You might research airline options, compare seating arrangements and debate the best airport. Next comes the hotel search — ideally close to the venue, but near shopping, dining and other entertainment.

With tickets secured, planning for the concert itself begins. You might search for concert tips, from what time to arrive to bracelet-making guides, or even the expected setlist. Social media and forums become invaluable tools for gathering advice, imagining the event and building anticipation — a satisfaction booster in itself.

Most of this mental time travel takes the form of noodling online. For service providers, engaging consumers during this phase can drive greater satisfaction and loyalty. After all, while a concert may last only three hours, the connections made during months of planning can last far longer. And when an experience is over, people often return to online communities to share their stories, continuing the cycle of excitement and engagement.

When vacation starts before you leave home

To understand the value of mental time travel, we conducted two studies. The first involved people on an online cruise forum who had booked their first cruise but hadn’t yet sailed. These travelers, already active in the forum, imagined their upcoming experiences and reported stronger expected loyalty before even boarding the ship.

To confirm this wasn’t limited to first-timers, our second study surveyed recent vacationers. They recalled how pre-trip activities shaped their experience, reporting that they felt more satisfied and loyal, and sharing their positive views with others.

These findings suggest that companies should actively encourage social media participation and create online communities to enhance the preexperience phase of travel. Hotels, airlines and event organizers could share planning tips, highlight customer stories and foster connections that turn anticipation into a memorable part of the journey.

Offering incentives to top contributors, encouraging photo and video sharing, and engaging with customer posts can make the journey as enjoyable as the destination itself. By embracing every stage — from planning to reminiscing — companies can create a memorable experience from start to finish.