Research Proposal

Travel & Social Media


To identify common demographic and psychographic characteristics among people who share their travel experience on social media.

Early Findings

  • According to a recent study, about 70 percent of individuals who use travel-oriented hashtags to post their travel journey, otherwise known as "travel enthusiasts," share their travel plans on Instagram, while 67 percent of those individuals seek inspiration for their next travel destination on the social platform.
  • For such "travel enthusiasts," a destination’s “Instagrammability" is a very important factor. About 40 percent of millennials consider the visual attractiveness of a travel destination to be above all other factors when selecting a potential travel destination.
  • According to a recent article, about 97 percent of millennials say they share posts of their vacation on social media, and Instagram is the go-to social network for 48 percent of people considering their next travel destination.
  • The younger population is more adventurous their the older generation. According to a recent survey by Boston Consulting Group, 70 percent of millennials expressed a desire to visit every continent, versus 48 percent non-millennials.
  • Over half (57 percent) of Gen Z say travel they always upload pictures from their trips on social media when they travel – the second-highest demographic to do this, after the millennials (63 percent).
  • About 20 percent of millennials in the US identified taking pictures for social media as a key reason to travel. Studies have shown that Millennials prioritize experiences over possessions, and 72 percent of millennials say they are planning to travel more, compared with 59 percent of Gen X and 40 percent of Baby Boomers.
  • Asides from sharing their travel experience on social media, Gen Z are also more easily influenced by what they see than other demographics. According to a recent study, 92 percent of Gen Z become interested in a location after watching the user-generated content. This has inadvertently resulted in 36 percent of millennials putting up misleading travel posts to make things appear to be better than they really are.
Prepared By
Gbolahan G.
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