Interests Over Influencers: Study Says Social Trends Play Minor Role in Travel Decisions

Despite the widespread belief that social media is a major driver of travel decisions, a new study paints a different picture – the vast majority of travellers say they choose their vacation destinations based on personal interests, rather than on social media trends or popular online content.

The international survey was conducted by YouGov on behalf of multimodal booking platform Omio. More than 7,500 people across Italy, Spain, Germany, the UK and the U.S. “who are likely to travel” participated in the survey.

“Travel is one area where people are pushing back against the pressure to follow trends and conform to the norm,” said Veronica Diquattro, President B2C & Supply at Omio.

“Our data shows that the majority of travellers are not trying to keep up with online hype, but are opting for trips that genuinely meet their individual needs. Social media may spark ideas, but it’s personal passions and peer-to-peer recommendations that ultimately drive booking decisions.”

Only 6% of U.S. travellers say they choose their vacation destinations based on social media trends. Instead, most prioritize their own interests and are more satisfied when they do.

It’s a Personal Thing

For most travellers, vacations are shaped by what truly matters to them individually. Nearly 7 in 10 (68%) U.S. travellers say personal interests are one of the most important factors when planning a trip, ahead of budget (56%) and practical considerations such as ease of travel or organization (48%).

Travel for the Love, Not the Likes

Despite the common perception that many travellers feel pressure to impress friends and family through social media posts, the study found that vacations are rarely treated as a performance. Only 5% of respondents say they feel pressure to document or share their trip on social media. Just 11% say they choose destinations based on how impressive they might appear.

Don’t Believe the Hype 

Rather than following trends, many travellers report consciously moving away from them. 19% say they have avoided destinations they perceived as overcrowded or overhyped. 15% say they actively look for lesser-known or less crowded alternatives. This suggests a growing preference for more intentional travel choices, with a focus on experience rather than visibility.

Word of Friends & Family Tops Influencers  

While social media remains an important source of inspiration, it has limited influence on final decisions. Influencers or external online sources are cited by 6% of travelers as a factor when planning. 25% say they have chosen a destination based on suggestions from friends, family, or colleagues.