Expedia has released a new report revealing how many Millennial and Gen X Australians are living in a social media bubble. The Expedia #Social_Travel report reveals 67% of Australians find “Instagrammability” to be the most important factor when deciding a holiday destination.
With one in four Aussies (25%) visiting a destination based on a post they saw on social media, the report supports the anecdotal evidence that more younger Aussies are choosing their next travel destination based on where their friends have been.
However, Expedia cautions that relying only on social media when choosing your next holiday destination can be a trap, with one in five (21%) Aussies admitting iconic travel landmarks looked “different” or nothing like what they had seen in their social media feeds, not surprising when the report reveals that one in three people admit to posting bogus holiday photos! The research also reveals men are twice as likely to fake it, with more than 40% of men, compared to 21% of women having admitted to posting a fake holiday photo to Instagram.
The top landmarks travellers found to be the most unlike the photos they saw on social media, include:
- Sydney Opera House, Australia
- Taj Mahal, India
- Dubai, United Arab Emirates
- Stonehenge, England
- Times Square, New York
More than one in five (22%) Millennials and Gen X spend an hour or more each day while travelling documenting their holiday on social media. Men (23%) are more likely than women (16%) to say they have regretted how much time they spend on social media when on holiday.
More than one third (36%) of Aussies admitted to uploading an image with the desire to cause envy amongst friends
More than half (53%) of Millennials and Gen X Australians experience jealously while perusing their friends’ holiday snaps.
About the research
This study was conducted online among a representative sample of Australians aged 18-49 years. The sample comprises 1,000 respondents, distributed throughout Australia including both capital city and non-capital city areas. Population figures are based on the latest ABS population estimates, at the time of the study. Galaxy Research, an Australian market researching company, designed the questionnaire. The questionnaire was transferred into Web Survey Creator in order to be hosted online. For each question, the respondent had to click on the response which represented their answer. Fieldwork commenced on Wednesday 31 May 2017 and was completed on Monday 5 June 2017.