Research by Opodo has revealed how social media is impacting the way we travel. From choosing what to post to not being engaged at all, here are the trends identified by the study.
Are the reels, snapshots and vlogs in cyberspace impacting how we travel in real life? Well, if you’re a Portuguese traveller, you’re probably more likely to upload selfies and personal photos from your trips than tourists from elsewhere.
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This was a finding in the latest study by online travel agency Opodo, which looked into the way social media is shaping travel choices. The research drew on responses from 9,000 travellers from the UK, US, Portugal, Spain, Italy, Germany and France.
Portuguese travellers upload selfies and personal photos from their trips the most (50%), according to the research. They are followed by Spanish travellers, who rank second in the survey (40%), then Italian (35%), German (30%) and French (22%).
Opodo’s survey also asked respondents whether or not social media has inspired them to travel to somewhere they had never previously considered.
This especially rang true among travellers aged 25 to 35, with 52% saying that it does inspire their holiday choices. This figure is up from 32% in a similar poll in 2024.
This trend is amplified even further among Gen Z travellers at 59%. While, in comparison, for respondents aged 65 and above, just 5% get their inspiration from social media.
Social media as a travel influencer
On the other side of the Atlantic, however, American travellers lead the way in being most likely to venture abroad after being influenced by social media (49%). The US is followed by travellers from Spain (48%) and Italy (44%), while Brits are apparently the least interested market surveyed with only 25% saying it holds influence over them.
"Social media has become a powerful window to the world, making travel discovery more accessible, visual, and personal than ever before," Pablo Caspers, Chief Travel Officer at eDreams ODIGEO, said.
“Whether it's finding an off-the-beaten-track spot or capturing memories with loved ones, online platforms allow travellers to celebrate the best parts of their journeys and inspire others to explore."
But just how else is social media impacting our travel habits?
Fact versus digital fiction
Travellers were also asked how likely they would post a positive image of their travels on social media even if the trip fell flat.
Opodo found that Portuguese travellers once again ranked top (54%) and were most likely to keep up a positive social media presence regardless of the quality of the trip. Travellers from the US and Spain follow behind at 46% and 36%, respectively.
Further, most Brits remain “relatively authentic”, with 27% saying they would be “very unlikely to post positively”, according to the research. While German travellers were among the least likely to put a positive spin on a disappointing trip, with just 23% saying they would post positively.
Europe’s foodies
As it turns out, the Portuguese are also massive foodies, with 66% of respondents saying they share content of their feasts online. Travellers from Spain rank next (57%), followed by German travellers (51%).
What else do Europeans share from their trips?
When it comes to admiring hotels and accommodation, Germans ranked the highest for sharing online images of their stay at 51%, followed by the Portuguese, French and Spanish – with the former respondents being 41% likely to do so and the latter two at 38%.
Portuguese travellers are also the most fascinated by landscapes and landmarks during their getaways, with 88% saying that’s what they post online. The Spanish are also fond of capturing the scenery around them (82%) followed by French and German travellers, both at 76%.
Aside from being the most likely to share selfies, food pictures and being fascinated by their surroundings, Opodo also found that the Portuguese were the most adventure-seeking travellers, too.
As many as 66% of Portuguese respondents said they share their experiences and activities during their trips, followed by Spanish and German travellers (57%), with the top three rounded off by Italian travellers at 53%.
Who cares most about social media while travelling?
Overwhelmingly, Opodo’s research points to travellers caring about what is said on social media when it comes to travel.
As many as 90% of Portuguese travellers are mindful of this, followed by Italians and Spanish (87%). French and German respondents both ranked at 82%.
When it comes to checking social media regularly, even while on holiday, German and US travellers are most likely to do so (both at 34%). Portugal and Spain came next (33% and 27% respectively). On the other hand, Italian travellers are the least concerned with social media developments while away (20%).
How else is social media influencing European travellers?
Which travellers are most likely to use social media to help them picture their holiday before booking?
- 1. Portuguese: 22%
- 2. Italian: 20%
- 3. German: 19%
- =4. Spanish: 17%
- =4. French: 17%
Which travellers use social media to discover hidden gems and off-the-beaten-track destinations?
- 1. Portuguese: 42%
- 2. Spanish: 40%
- 3. Italian: 36%
- 4. French: 30%
- 5. German: 26%
