New survey predicts the importance of social channels when it comes to holidays

Travelzoo predicts the future success of tourism destinations and products will lie in the travel industry’s ability to recognise the importance of social media as a source of inspiration.

The company says that today’s traveller – especially at the younger end of the market – expects to be able to experience and share an ‘Instagrammable holiday’ with friends and family back home, no matter where they are in the world.

This is based on the findings from its recent Autumn Travel Trends Survey, which reveals that how a holiday photo will look on social media platforms is an important consideration for 55% of those born after 1996 (Generation Z) when choosing a destination.

While the appeal of social bragging declines going back each generation, Millennials (those born between 1987 and 1995) are highly focused on the photogenic appeal of their holiday choice (42%), so destinations and travel companies should bear this in mind when planning things such as new hotels, aircraft, restaurants, airports and public spaces.

In terms of the power of social media to influence holiday bookings, almost two thirds of Generation Z use social media for inspiration on what to book. For Millennials and Gen Z, Facebook and Instagram are the most powerful channels, with Facebook marginally more influential for Millennials.

Travelzoo believes hotels, restaurants and destinations should curate their own content to share on these social media platforms as a way to engage with a younger audience and win more customers.

The company's UK general manager, Joel Brandon-Bravo, said: “Most people’s social media feeds are full of images of friends and family enjoying the sunshine and many hoteliers are getting wise to the power of making their properties as ‘Instagram-ready’ as possible. One example of this is Thomas Cook’s Casa Cook resorts, which the tour operator has created in a bid to attract a younger, cooler, savvy traveller to the brand. Modern gyms and nutritious food choices appeal to the health-conscious modern traveller, and the hotels are designed to feel authentic and provide the perfect backdrop to your selfie – a deliberate move away from the traditional package holiday hotel.”

While the appetite to share the holiday experience on social media shows no sign of abating, the survey also reveals an awareness of the benefits of switching off digitally. Despite their love of social media, 53% of Millennials and 45% of those born after 1996 say the idea of totally disconnecting digitally on holiday is appealing to them, while more than 60% of Generation Z say switching off from social media and emails would help them recharge more on holiday.


More News...

QE2 offers special rates …

QE2 offers special rates to travel agents this summer

Queen Elizabeth 2 (QE2) has announced special summer rates exclusively for travel agents as it invites them to step onboard and enjoy more for less.

Peru to get 22 new four a…

Peru to get 22 new four and five star hotels by 2021

Investments in Peru tourism sector will exceed US$789.1 million by 2021, with 22 new four and five-star hotel projects currently under construction.

CLIA announces new ship f…

CLIA announces new ship for River Cruise Conference 2019

CLIA has announced that a new river ship has been added to the River Cruise Conference, taking the total number of vessels in attendance to five. 

Great Rail Journeys acqui…

Great Rail Journeys acquires Chicago-based Vacations By Rail

Great Rail Journeys (GRJ) is increasing its presence in the US as it signed a deal to acquire Chicago-based Vacations By Rail (VBR).

Hurtigruten's MS Roald Am…

Hurtigruten's MS Roald Amundsen to be christened in Antarctica

Hurtigruten's hybrid-powered MS Roald Amundsen, in a first, will be christened in Antarctica.

JNTO launches 2020 Tokyo …

JNTO launches 2020 Tokyo Olympic campaign with Tom Daley

Japan National Tourism Organisation (JNTO) has celebrated Tokyo 2020 Olympic and Paralympic Games campaign with the launch of an ongoing collaboration with British Olympic diver, Tom Daley.

British holidaymakers at …

British holidaymakers at risk by hiring mopeds and quad bikes

British holidaymakers are putting themselves at risk by hiring mopeds and quad bikes while holidaying overseas, according to ABTA, the travel association.

Crystal Cruises unveils 2…

Crystal Cruises unveils 2022 itineraries

Crystal Cruises unveils the complete roster of 2022 itineraries for Crystal Symphony and Crystal Serenity.

Emerald Waterways is offe…

Emerald Waterways is offering savings of up to £1,000 on Emerald Harmony

Emerald Waterways' new Star-Ship Emerald Harmony is set to begin sailings along the Mekong River in less than a month.

SAS announces direct flig…

SAS announces direct flights to Scandinavian Mountains Airport from UK

Scandinavian Airlines has announced the only direct flights between the UK, from London Heathrow, and the new Scandinavian Mountains Airport for this winter.

John Herrington announced…

John Herrington announced as keynote speaker to Brand USA Travel Week

Brand USA has announced John Herrington, the first Native American astronaut, as one of the keynote speakers at the inaugural Brand USA Travel Week Europe in London from September 9-13.

Rixos Hurghada Makadi Bay…

Rixos Hurghada Makadi Bay to open doors in 2020 post renovation

Rixos Hotels has signed an agreement to manage its largest all-inclusive luxury resort on Egypt’s Red Sea Riviera.

Prev Next

twn Are you sure that you want to switch to desktop version?