Most travellers ignore social media hype when planning trips: study

Despite the perception that social media heavily influences where people travel, new research suggests that most travellers make decisions based on their own interests rather than online trends.

A recent international survey commissioned by booking platform Omio and conducted by YouGov found that only six per cent of U.S. travellers choose vacation destinations because of social media trends, influencers, or popular online content.

Instead, travellers overwhelmingly prioritize personal preferences – and those who do report higher satisfaction with their trips.

The study surveyed 7,567 people across the United States, the United Kingdom, Germany, Spain, and Italy between April 8 and April 11, 2026.

Of those respondents, 1,213 were based in the United States. Participants were also selected from a YouGov panel and consisted of individuals likely to travel.

Travel decisions remain deeply personal

For the majority of travellers, vacation planning starts with individual interests rather than external influences.

Nearly seven in ten U.S. respondents (68 per cent) said personal interests are among the most important factors when deciding where to travel.

Budget considerations followed at 56 per cent, while practical concerns such as convenience and ease of organization were cited by 48 per cent.

The findings suggest that travellers continue to view vacations as opportunities to pursue experiences that matter personally to them rather than to follow trends.

Traveling for enjoyment, not online validation

The survey also challenges the notion that vacations are increasingly driven by social media visibility.

Just five per cent of respondents reported feeling pressure to document or share their trips online. Similarly, only 11 per cent said they select destinations based on how impressive they might appear to others.

Growing resistance to overhyped destinations

Many travellers are actively avoiding destinations that have become too popular online.

Nineteen percent of respondents said they have chosen not to visit places they perceive as overcrowded or overhyped, while 15 per cent actively seek out lesser-known or less crowded alternatives.

The trend reflects a growing desire for authentic travel experiences and a preference for destinations that offer substance over social media appeal.

Recommendations still matter – but from people, not influencers

While social media remains a source of travel inspiration, it appears to have limited influence on final booking decisions.

According to the study, only six per cent of travellers cited influencers or online personalities as a factor in planning their trips.

Personal recommendations, however, remain influential.

One-quarter of respondents (25 per cent) said they have selected a destination based on suggestions from friends, family members, or colleagues.

Generational differences

The impact of social media is more noticeable among younger travellers.

Nearly a quarter of Gen Z respondents (23 per cent) said they feel a strong expectation to visit certain destinations or plan trips that are worth sharing online.

Among Baby Boomers, that figure drops dramatically to just three per cent, the study says.

Gen Z travellers are also more likely to choose destinations because they appear exciting or impressive to others, with 16 per cent acknowledging that social perception has influenced their travel choices.

"Travel is one area where people are pushing back against the pressure to follow trends and conform to the norm,” said Veronica Diquattro, president B2C & Supply at Omio, in a press release.

“Our data shows that the majority of travelers are not trying to keep up with online hype, but are opting for trips that genuinely meet their individual needs. Social media may spark ideas, but it's personal passions and peer-to-peer recommendations that ultimately drive booking decisions.”

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