Social networks long ago ceased to be merely platforms for communication. Today they dictate to us where to fly, what to eat and how to pose against the backdrop of landmarks. The spectrum of tourist behavior is vast: from carefully curating content for posts to attempts to completely abstain from online activity in order to preserve the moment.
This is the conclusion reached by the authors of a new large-scale study by the online agency Opodo, which examined the influence of social networks on travel habits. The survey involved 9 000 travelers from seven countries: the United Kingdom, the United States, Portugal, Spain, Italy, Germany and France.
Below we have gathered the main insights on how Instagram, TikTok and other platforms are rewriting the rules of modern tourism.
📱 Social media as the main tour operator of Generation Z
News feeds and short videos (Reels) have become the main source of inspiration for planning vacations, but this trend has a clear age divide.
- Zoomers (Generation Z) turned out to be the most suggestible: 59% of representatives of this generation choose a destination for a trip by drawing ideas exclusively from social networks.
- Millennials (25–35 years old) are also strongly influenced: 52% admitted that social networks make them go somewhere they had never even thought about before. For comparison: in 2024 this figure was only 32%.
- The older generation (65+) remains conservative: only 5% look for vacation ideas online.
Who is influenced the most? Across the ocean, the leaders turned out to be Americans: 49% of travelers from the United States went abroad under the influence of beautiful pictures. In Europe, the most receptive are Spaniards (48%) and Italians (44%). But the British turned out to be the most rational: only 25% change their plans because of posts on social media.
“Social media have become a powerful window on the world, making the search for new destinations more accessible, vivid and personal than ever. Online platforms allow travelers to share the best moments of their trips and inspire others to explore”, comments Pablo Caspers, Chief Travel Officer at eDreams ODIGEO.
🇵🇹 The Portuguese are Europe's main influencers
If you see a flawless selfie against the backdrop of a sunset or an aesthetic shot of dinner in your feed, there is a good chance that its author is a tourist from Portugal. The study showed that the Portuguese share their impressions more actively than any other nation:
- Selfies and personal photos: 50% of the Portuguese regularly post pictures of themselves on their travels (for comparison: Spaniards — 40%, Italians — 35%, Germans — 30%, French — 22%).
- Gastronomy: 66% of the Portuguese consider it their duty to share shots of local dishes (in second place are the Spaniards — 57%).
- Landscapes: 88% of the Portuguese always post views and landmarks.
- Activities: 66% describe their adventures and excursions online.
🎭 The illusion of a perfect vacation: who embellishes reality?
Opodo found out how often tourists create a “digital illusion,” posting joyful photos even when the trip turned out to be a failure.
- Masters of embellishment: 54% of the Portuguese, 46% of the Americans and 36% of the Spaniards are ready to maintain a positive image of their trip online, despite disappointment.
- Champions of sincerity: The British and the Germans turned out to be the most honest. 27% of the British said it was “extremely unlikely” that they would post rosy posts about an unsuccessful vacation, and among the Germans only 23% would portray a failed holiday in a positive light.
🗺️ In search of “hidden gems” and the fight against FOMO
Paradoxically, the same social media help people get away from well-trodden tourist paths. It is precisely through online platforms that travelers seek out little-known locations:
- 🥇 The Portuguese (42%)
- 🥈 The Spaniards (40%)
- 🥉 The Italians (36%)
- The French (30%) and the Germans (26%) round out the list of seekers of secret places.
Screen dependence during vacation Despite the growing popularity of the trend toward a digital detox (a complete renunciation of gadgets in order to immerse oneself in the moment), many cannot overcome the habit of constantly checking notifications. Most often, it is during vacation that the feed is scrolled by the Germans and the Americans (34% each), as well as the Portuguese (33%). The most independent from the internet turned out to be the Italians: only 20% regularly go on social media during their vacation.
💎 The bottom line: Content versus Reality
Opodo's study reveals the dual nature of the modern traveler. On the one hand, we use social media as a tool for visualization (22% of the Portuguese "try on" a vacation online even before booking) and for finding inspiration. On the other hand, fatigue is growing from the need to be "always connected" and to create perfect content.
This gives rise to a new tourism landscape, where two extremes coexist: those who travel for the sake of a new post, and those who go to the ends of the earth to finally turn off their smartphone and enjoy the silence.
