A recent study has revealed that Gen Z individuals are heavily influenced by social media when it comes to choosing their next holiday destination. According to the research conducted on 2,000 people who have travelled abroad in the last three years, one-fifth of Gen Z travellers will only book a holiday destination that they have seen on social media. The study further highlighted that 30% of young adults draw inspiration from Instagram, followed by 19% turning to TikTok and 21% seeking inspiration from YouTube. Additionally, 10% of respondents trust the opinions of influencers when it comes to travel choices. Despite the sway of social media, friends and family remain the most popular source of travel inspiration across all age groups, accounting for 44% of respondents. Personal interests and hobbies also play a significant role in influencing travel decisions for 28% of the participants.
A spokesperson from ibis hotels, which conducted the research, underscored the impact of modern technology and social media on travel choices, stating, “The world around us is constantly evolving and modernising, technology, social media, AI, it all impacts the way we engage with people and places, but the fundamentals of travel have remained the same.” They added, “After 50 years of welcoming millions of guests a year, we understand that there are millions of reasons to travel and, fundamentally, they are all about making their mark on the world and having the world make its mark on us.”
Focusing on the travel preferences and attitudes of respondents, the study found that 53% of travellers prioritise experiences over merely ticking off destinations from a list. More than half (52%) emphasize trying new things, such as local cuisines and cultures. The research also indicated that a sense of belonging in the chosen destination is crucial for 21% of travellers. Factors such as cost, surroundings, local cuisine and weather significantly influence travel decisions for a majority of travellers.
Beach holidays emerged as the most popular type of trip, with 43% of respondents planning one in 2025, while 42% expressed intentions for a city break in destinations like London, Amsterdam and New York. The study highlighted that 27% of individuals aspire to travel more in 2025 than in 2024, despite concerns about affordability among 24% of these respondents.
Reflecting on the future of travel, a spokesperson for ibis emphasised the importance of catering to diverse travel intentions and enhancing convenience for travellers. They emphasised, “It’s important that people get exactly what they come for and get the most out of their experience.”
In conclusion, the study sheds light on the significant impact of social media on the travel choices of Gen Z individuals, while also highlighting the enduring importance of personal preferences, experiences and factors influencing travel decisions.