New research uncovers surprising trends among British travellers, challenging common perceptions about online influence. Olivia Palamountain reports
A recent global survey conducted by Opodo has shed light on the complex relationship between social media and travel habits.
The poll, which included 9,000 respondents worldwide, with 2,000 from the UK, uncovered intriguing insights into how social platforms are shaping our holiday experiences and sharing behaviours.
Surprisingly, UK travellers appear to be the least swayed by social media when it comes to venturing outside their comfort zones.
While 37% of global respondents admitted that social media influences them to explore new destinations, only 14% of Britons reported the same. Interestingly, British men were twice as likely as women to be influenced, at 19% compared to 9%.
The study also revealed that memory preservation, rather than showing off, is the primary motivation for holiday posts across all age groups.
This trend was particularly pronounced among Gen Z, with 59% citing this as their main reason for sharing travel content.
However, UK respondents once again bucked the trend, with only 34% posting for keepsake purposes and a significant 30% preferring to stay offline during their holidays.
When it comes to disappointing experiences, British travellers showed a notable reluctance to share negative feedback online.
A whopping 78% of UK respondents who were inspired by social media to travel reported that their expectations were met. In contrast, 41% of Spanish travellers felt let down by their social media-inspired destinations.
The survey also highlighted a gender disparity in the UK regarding “fake” positive posts. British men were nearly twice as likely as women to share positive content about a disappointing holiday, with 32% of males compared to 17% of females willing to maintain a facade on social media.
Despite these trends, the majority of global respondents (35%) expressed a desire to remain authentic on social media. Additionally, 41% stated they would be unlikely to post positively about a subpar experience to avoid misleading others.
Overall, the survey paints a picture of a nuanced relationship between social media and travel. While 51% of global respondents believe social media has a “mixed impact” on travel experiences, UK travellers appear to be more discerning in their use of these platforms, with 18% reporting they are the most likely to “unplug” during their holidays.