How Does Social Media Influence Travel? Opodo's New Data Reveals Our Holiday Posting Habits and What Inspires Us
Leading online travel agent, Opodo - part of eDreams ODIGEO - investigates how social media shapes the way we travel, sharing insights from its latest global poll of 9,000 respondents, including 2,000 from the UK. The data includes what influences us, what we post, how often we use social media while on holiday, and more.
Opodo also compares its findings to a similar global poll it conducted in 2024 (poll of 9,000 people, including 2,000 from the UK) to explore how attitudes have evolved.
Social media inspiring travel:
A quarter of Brits surveyed (25%) reported they've been inspired by social media to travel to somewhere they had never previously considered – compared to the 14% recorded in the 2024 poll.
Younger generations clearly drive the trend: 52% of 25–34 year olds confirm that social media inspires their travel (up from 32% in 2024). By comparison, just 5% of those aged 65 and over said the same.
Londoners are the UK's most socially-influenced travellers: 50% which is up from 33% in 2024. Conversely, just 15% of respondents from the South East agree (just 9% in 2024).
How do Brits compare to other nations?
Globally, 39% of respondents have travelled somewhere because of social media
The US (49%) leads the way, followed by Spain (48%), Italy (44%), Germany (42%), Portugal (38%), France (33%), with the UK (25%) the least influenced market surveyed
Globally, Gen Z (59%) and Millennials (52%) are considerably more likely than Boomers (18%) to take travel inspiration from social platforms
What do we post?
Opodo's data reveals that, when sharing holiday moments online, Brits report that they prefer to capture the destination rather than snapping selfies:
57% post landscapes and landmarks
48% share experiences and activities
40% post foodie pictures
35% upload selfies or personal photos
30% share images of their hotel or accommodation
And when it comes to who's most keen on posting pictures of themselves on holiday, internationally, respondent's report:
58% - US
50% - Portugal
40% - Spain
35% - Italy
35% - UK
30% - Germany
22% - France
The reality of social media
Opodo asked how likely we'd be to post positively on social media even if the holiday was disappointing. Despite the pressure to present a perfect trip online, most Brits remain relatively authentic: 27% said they would be very unlikely to post positively. This puts Brits on top for online authenticity alongside French respondents (also 27%), whereas just 17% of Americans and 10% of Portuguese said the same.
Globally that compares to 35% of respondents likely make a positive post on social media during a disappointing holiday. And the most likely to keep up a positive social media presence, regardless of the quality of the trip?
54% - Portugal
46% - US
36% - Spain
29% - Italy
28% - France
25% - UK
23% - Germany
Scrolling or switching off?
While for some, holidays provide an opportunity to disconnect, Opodo's data reveals most Brits still keep one eye on online: 37% check social media once a day while away, but less frequently than usual, while:
22% continue to use social media as normal throughout their holiday
13% choose a complete digital detox
35% of 25–34-year-olds say they always use social media while travelling
Northern Ireland (40%) and London (35%) are the regions most likely to stay constantly connected, compared to just 14% of respondents from the South West
40% of women would check social media once per day compared to 33% of men
Compared to other countries, the data shows that Germany and the US are most likely to check social media very regularly while on holiday (both 34%). Portugal came next (33%), followed by Spain (27%), France (23%), UK (22%), and Italy (20%).
Searching for inspiration on social media
When it comes to searching for travel inspiration, authentic, lesser-known destinations are most popular. For Brits, the data shows that 22% use social media to discover hidden gems and off-the-beaten-track destinations. 14% use social media to help them picture their holiday before booking, 9% value social media recommendations from people with similar travel styles and budgets, 5% are influenced by viral content that makes you want to jet off right away. On the flip side, 15% say they don't pay attention to travel content on social media at all.
Breaking it down further:
Women (24%) are more likely than men (18%) to search for hidden gems
Gen Z and Millennials (28%) are the generations most interested in discovering authentic destinations vs just 11% of Boomers
Pablo Caspers, Chief Travel Officer at eDreams ODIGEO says: "Social media has become a powerful window to the world, making travel discovery more accessible, visual, and personal than ever before. Whether it's finding an off-the-beaten-track spot or capturing memories with loved ones, online platforms allow travelers to celebrate the best parts of their journeys and inspire others to explore."
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