A fifth of Generation Z will only book a holiday to a destination they’ve seen on social media, according to a recent poll.
The survey of 2,000 people who have travelled abroad in the last three years revealed that 30% of young adults are inspired by what they see on Instagram.
Nearly a fifth (19%) also turn to TikTok for inspiration, while 21% use YouTube, and one in 10 trust the opinions of influencers. However, across all age groups, friends and family remain the most popular source of travel inspiration, with 44% turning to them for advice.
Personal interests and hobbies also play a role, with 28% choosing destinations based on these factors. The survey was conducted by ibis hotels as part of its new ‘Go get it’ campaign for Global Tourism Day.
A spokesperson for the hotel chain commented: “The world around us is constantly evolving and modernising, technology, social media, AI, it all impacts the way we engage with people and places, but the fundamentals of travel have remained the same.”
They added: “After 50 years of welcoming millions of guests a year, we understand that there are millions of reasons to travel and, fundamentally, they are all about making their mark on the world and having the world make its mark on us. ”
The study also found that 53% of travellers value the experience more than simply ticking off a location from their list. Over half (52%) feel it’s important to try new things, such as local cuisines and experiencing local cultures and traditions.
Are you a culture vulture or a culture influencee? Take the quiz to find out
The survey shows that 21 per cent of travellers believe it’s crucial to feel a sense of belonging at their chosen destination.
The cost of the trip is the most significant factor for 52 per cent of people when selecting a travel destination, while 43 per cent are swayed by the surroundings and 25 per cent base their decision on the local cuisine.
While one in three global travellers prioritise the weather when deciding on a destination. This is particularly true for Brits, with 42 per cent choosing their holiday location based on the climate.
According to OnePoll data, beach holidays are the preferred choice for 43 per cent of respondents, with 39 per cent planning this type of getaway in 2025.
Meanwhile, 42 per cent are planning a city break, with London, Amsterdam, and New York topping the list of desired destinations over the next three years.
The survey also found that 27 per cent of respondents aim to travel more in 2025 than in 2024, although affordability is a concern for 24 per cent of these individuals.
A spokesperson for ibis commented: “While the future of travel remains consistent, people’s intent to get away is likely always going to change. We are passionate about assisting for the different travel intentions and elevating convenience for the traveller.
“It’s important that people get exactly what they come for and get the most out of their experience.”