Disneyland Paris tops Europe travel brands on social media

Disneyland Paris was Europe's most influential travel brand on social media in the first half of 2026, according to Kolsquare research that ranked the resort top on both Instagram and TikTok.

The analysis covered more than 658,000 pieces of creator content shared across the two platforms and measured each brand's Earned Media Value, or EMV. Disneyland Paris generated more than GBP £52.7 million in total EMV, including GBP £25.8 million on Instagram and GBP £26.8 million on TikTok.

The data points to a widening gap between what works on Instagram and what gains traction on TikTok. Although Disneyland Paris led on both, the rankings below the top spot diverged sharply by platform, with airlines holding strong positions on Instagram and a different mix of brands rising on TikTok.

On Instagram, Turkish Airlines ranked second with GBP £17.1 million in EMV, followed by Airbnb. Qatar Airways, Emirates and Wizz Air were also among the platform's best-performing travel brands.

TikTok produced a different order. TUI UK climbed six places to become Europe's second most influential travel brand on the platform, while Airbnb rose 19 places to third.

The shift was particularly stark for Turkish Airlines. Despite finishing runner-up on Instagram, it ranked 81st on TikTok, underlining how a strong position on one social network does not necessarily carry over to another.

The contrast extended to hotels and hospitality. Luxury properties led much of Instagram's hotel ranking, where Hôtel Martinez in Cannes topped the category ahead of MSC Cruises and P&O Cruises.

On TikTok, more accessible brands performed better in the hotel segment. Premier Inn took the top hotel position, while Carden Park rose 82 places year on year to second after creator content about the Chester hotel gained momentum.

Platform split

The findings suggest travel companies are facing two distinct social media markets rather than one shared influencer landscape. Instagram continued to reward polished travel imagery, luxury settings and established airline names, while TikTok favoured more informal, entertaining video formats.

Several of the biggest movers showed that scale alone did not determine results. Crystal Ski Holidays generated GBP £3.3 million in EMV from 31 TikTok posts shared by six creators, lifting it 234 places in the rankings.

Carden Park also advanced with relatively little output, reaching second place in TikTok's hotel rankings through 21 pieces of creator content. In transport, Transport for London climbed 55 places on TikTok to third in its category and recorded a 72.7% engagement rate.

Instagram also saw sharp changes among individual brands. St. Regis Maldives jumped 892 places to 32nd overall after working with 37 influencers, while GoTürkiye rose 34 places to eighth and Eurowings climbed 148 places to 20th.

Kolsquare's research examined influencer activity across more than 1,200 travel and hospitality brands on Instagram and more than 650 brands on TikTok. The scope included hotels, airlines, attractions, destinations and tour operators across Europe.

The figures add to evidence that travel marketers must tailor campaigns more closely to the expectations of each platform. Brands that built visibility through curated destination images on Instagram did not always attract similar traction on short-form video, where creators often frame travel around humour, practical experience or personal discovery.

That distinction may have commercial consequences for operators competing for attention during the holiday booking cycle. The rankings indicate that brands able to shape content around platform-specific habits are more likely to gain visibility than those relying on a single approach across multiple channels.

Quentin Bordage, Chief Executive Officer and Founder of Kolsquare, outlined the company's view of the findings.

"The rankings show that travel brands can no longer rely on the same influencer strategy across every platform. Instagram and TikTok reward different types of content and different styles of storytelling. The brands seeing the strongest returns are creating platform-specific campaigns that match how people discover, dream about and ultimately book their next trip," said Bordage.