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Travelling off the ‘grammed track

Millennials and Gen X find “instagrammability” to be the most important factor when deciding a holiday destination

One in five Aussies admit famous landmarks look nothing like they do on social media

Men are twice as likely to fake their travel snaps than women

10 July 2017, SydneyToday Expedia, one of the world’s largest full service online travel sites, releases its latest 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%), or the equivalent of 2.7 million Australians visiting a destination based on a post they saw on social media, the report proves Aussies are choosing their next travel destination based on where their friends have been, giving rise to the idea that it’s time for Aussie travellers to head off the ‘grammed track.

What travellers might not consider, is 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. It’s not surprising destinations don’t always match up to how they are portrayed on social media, with the #Social_Travel report revealing one in three people admit to posting bogus holiday photos. The top landmarks travellers found to be the most unlike the photos they saw on social media, include:

1.Sydney Opera House, Australia

  1. Taj Mahal, India
  2. Dubai, United Arab Emirates
  3. Stonehenge, United Kingdom
  4. Times Square, USA

Expedia Travel Expert Lisa Perkovic, recommends travellers seek out viewpoints beyond those that have thousands of likes: “Whilst social media is a great travel inspiration tool that can introduce you to new destinations and experiences, there is often a lot going on behind the scenes of our favourite travel shots.

Rather than worrying about what your travels look like through a filtered lens, make the most of your holiday by exploring a destination and seeking out different experiences.”

“Our solution is to get off the ‘grammed track and experience a landmark or destination from a different perspective. The Sydney Opera House is a great example – it’s an impressive and vast landmark, so why not venture off the beaten path and check it out from the Sydney Harbour Bridge.” 

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 study found:

  • Almost three quarters of men (71%) express the importance of an “Instagrammable” holiday destination, compared with 62% of women. From this, men are more likely to say their reasons include trying to capture the same holiday image as they have seen on their social media feed (24% of men compared to 17% of females) and wanting to create envy among their friends (21% compared to 11%)
  • Men (23%) are more likely than women (16%) to say they have regretted how much time they spend on social media when on holiday

Further statistics from Expedia’s #Social_Travel report reveal the growing role social media has in holiday planning for younger generations of travellers, with:

For further information, travel tips, interviews or images please contact:

Melanie Wellington, Expedia                                                     

Mobile: 0413 709 081                                                                    

Email: mwellington@expedia.com.au                                                

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 off the latest ABS population estimates, at the time of the study. Galaxy Research, an Australian market researching company, designed the questionnaire, a copy of which has been included in this report. 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 and was completed on Monday 5 June 2017.

About Expedia

Expedia is the ‘one stop shop’ online for Aussies looking to plan or book a trip. From choosing the best airplane seat, to reading personal reviews of hotels, to planning what do in a destination once you arrive – Expedia are the experts in helping Aussies book every aspect of their holiday. Expedia is the leading full service online travel agent with access to the best activities, most unique hotels and expert recommendations on what to see and do once you get there. To help Aussies easily book and explore, Expedia has access to over 500 airlines, nearly 385,000 unique properties, car hire, insurance and over 25,000 activities and attractions.