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Holiday destination chosen based on how ‘Instagrammable’ the holiday pics will be

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*Press Release*

In a world where more and more people are sharing their lives online, new research has revealed that the drive to have the perfect online life is starting to affect real life decisions. The results released today have shown that over 40% of millennials are choosing their holiday destinations based upon how socially shareable their holiday will be.

Shocking figures out today have revealed that the pressure to portray the perfect online lifestyle is continuing to drive many millennials. However, this drive is beginning to affect their real lives as new research uncovers that the number one deciding factor when choosing where to holiday in people aged between 18 and 33 is how their holiday will appear to their friends and family once it is uploaded to social networking sites, specifically Instagram.

A survey of over 1000 UK adults, aged between 18 and 33 which was undertaken by holiday home insurance company Schofields, has revealed that ‘how Instagrammable the holiday would be’ has been identified as the number one motivator for millennials when they are deciding on their holiday plans. The concern as to how holiday snaps would appear online proved more of a motivating factor than the opportunities to immerse themselves in the local culture, local sightseeing and even the cost and availability of alcohol.

The results in order of popularity were:

  • How ‘Instagrammable’ the holiday will be – 40.1%
  • Cost/Availability of alcohol – 24%
  • Personal development – 22.6%
  • Chances to experience the local cuisine – 9.4%
  • Opportunities for sightseeing – 3.9%

Commenting on the findings, Phil Schofield, Head of Inbound Marketing at Schofields said:

I have to admit to being a little astonished by these results. We have recently seen a lot of news coverage around how millennials are making more and more decisions guided by how their life would appear online and so we thought we would see how much they let their portrayed social media presence affect their real life. To see how the holiday snaps appear online being identified as the number one reason to choose a holiday destination really did take us all a little bit by surprise.”

He continued: “We are constantly being told how much of an affect digital marketing can have on a person however it’s only when you see results like this that you become aware of just how much effect living in a world where everything is online can have on a person.”

Following on from our survey, we’ve asked Gen Zs what is their go-to travel influencer for 2023. We have surveyed 1,000 UK adults aged between 18 and 23, to find out that TikTok is the main priority for deciding holiday destinations.

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