Social media influences travel decision of U.K. young adults than friends, family; 383 research

Tuesday, April 9, 2019

As per a survey by 383, experience design agency, young adults aged 18-35 are twice likely to take advice from influencers on social media than trusting the judgement of friends and family when booking a holiday.

The survey reveals the extent of influence social media has on the young adults while making real-life decisions, including overseas travel.

58 per cent of students (18-24 year olds) and 53 per cent of ‘Gullenials’ (gullible millennials) believe Facebook, Instagram and Online Bloggers are more trustworthy than their nearest and dearest when it comes to booking a holiday.

32 per cent of U.K. consumers cited Instagram as their app of choice for vicarious travel as per the study.  The ratio of browsing by U.K. women and men are 3:1. While one-third women browse for holiday inspiration, only 1 in 10 (11%) of men browse for it.

44 per cent of young adults would use Instagram over the recommendation of friends and family to influence holiday-booking decisions.

58 per cent of 18-24 year olds, 53 per cent of 24-35 year olds, 49 per cent of 35-44 year olds, 29 per cent of 44-55 year olds and only 13 per cent of 55+ year olds trust social media (Instagram, Facebook and Online Bloggers) over friends and family when it comes to travel.

Social media influences 71 per cent of travel-planners’ decisions in the UK, with only 36 per cent rely on word of mouth from family and friends. 40 per cent of millennials are searching for holidays from work place.

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