Almost four out of ten tourists, specifically 39%, admit to having gone to a tourist destination mainly to take a photo or record a video for their social networks, according to the latest report from TUI Musement, which examines how these platforms influence the inspiration, organization, and experience of travel.
The report highlights that social networks have been incorporated into all phases of the trip, from discovering new places and leisure proposals to the booking process and the way to show vacations upon return.
According to the data, more than 43% of participants have booked a trip or an activity after seeing a post or a viral video. This proportion increases to 52% in the case of millennials and reaches 50% among Generation Z travelers.
The impact of social networks is also perceived in the weight of recommendations from content creators. 43% of travelers follow travel influencers to decide which destination to choose or what activities to do, while 27% claim to have changed their initial destination choice due to such a suggestion.
Likewise, 37% of respondents acknowledge that, at least on some occasions, they choose to visit places that have become popular on Instagram instead of other less crowded or known sites.
Social platforms are also changing the usual channels of inspiration when preparing for vacations. Google and other search engines continue to be the most cited option, at 42%, closely followed by recommendations from family and friends, at 41%.
However, among Generation Z members, TikTok ranks as the main source of travel ideas, at 48%, surpassing advice from family and friends, which stands at 43%.
"Today a single image or a video can inspire a trip," says Mirco Fiumene, Managing Director Experiences & CMO of TUI Musement, who highlights the company's commitment to platforms like Instagram and TikTok, although he emphasizes the importance of "going beyond the viral moment" to connect with the essence of destinations through authentic experiences.
The weight of social networks can also generate some pressure among travelers. 73% share their travel experiences on social networks at least occasionally, although 26% prefer to do so only with a limited circle of contacts.
Moreover, 37% admit to feeling the obligation to show exciting vacations on their profiles, a percentage that rises to 45% in the case of Generation Z.
The influence of these platforms even extends to the choice of companions. For 18% of those surveyed, the obsession with photos and social media becomes a 'red flag' when deciding who to travel with.
Overall, the results show that social media has changed the way to discover, prepare, and share vacations, although the study emphasizes that, above viral content and the search for the perfect image, the real experience at the destination remains the fundamental axis of the trip.