Social media-inspired tourism is only increasing, with Forbes listing “instagrammability” as a key travel trend for 2019. Whilst it might not be a surprise that millennials pick destinations based on capturing the perfect holiday shot, it seems even parents planning half-term trips, family-friendly breaks and summer holidays are not immune to the bragging factor either.
Unfortunately, we now live in a world where a photo on social media is often a highly curated, planned, re-touched and re-captured image. Social media hasn’t just changed the way we communicate, share and consume news. Social media now influences the way we select and enjoy short breaks and holidays, and that’ll only likely continue.
The research found 33 per cent of all parents questioned admitted to choosing a destination based on how good it looks on social media. 71 per cent of all Londoners agreed that this was one of the most important factors when choosing a place to stay.
Interestingly, the research found parents from Yorkshire and the Humber are most passionate about offering their children a cultural experience.
Leading and much-loved psychologist, Donna Dawson, says: “The research shows that we want our choice of holiday destination to reflect well on us by winning the approval of friends and acquaintances on social media. There is a competitive edge to social media where we vie with others to show how happy and successful we are – human nature relishes a little envy from others when it comes to making life choices, as that reinforces that our choices were good ones. However, we do realise that it’s all a game and that the best holiday experiences actually come from sharing them with the people closest to us, our children and extended family. In the end, creating lasting memories and strengthening family bonds are more important to us.“
Naveen Ahmed, Managing Director at Roomzzz, also commented “It seems it’s not just hipsters or Gen Z-ers who want to make sure their social feeds look on-trend; parents and families are at it too! For us at Roomzzz, we are certainly seeing more and more extended families and friends travelling together.“