Gen Z’s heavily influenced by social media when choosing their next holiday destination, study shows – Wales Online
A recent study has revealed that a fifth of Gen Z individuals exclusively book holiday destinations they have seen on social media. The research surveyed 2,000 people who have travelled abroad in the past three years, indicating that 30% of young adults draw travel inspiration from Instagram. TikTok (19%) and YouTube (21%) also play a significant role in influencing travel decisions among this demographic. Meanwhile, friends and family (44%) remain the most popular source of travel inspiration across all age groups, with personal interests and hobbies shaping 28% of travel choices.
The survey conducted by ibis hotels highlighted that experience takes precedence over merely visiting destinations, with over half of travellers valuing the experience. Trying new things such as local cuisines and cultures is important for 52% of respondents. Feeling a sense of belonging in the chosen destination is a key factor for 21% of travellers. The study also revealed that cost is the primary factor influencing travel decisions for 52% of people, followed by surroundings (43%) and local cuisine (25%).
Weather plays a crucial role in destination selection, with a third of global travellers considering it, particularly 42% of Brits. Beach holidays emerged as the most popular trip type, with 43% planning one in 2025, while 42% have city breaks in destinations like London, Amsterdam, and New York on the horizon. The research also indicates that 27% of individuals intend to travel more in 2025 than in the previous year, although concerns about affordability persist for 24% of respondents.
A spokesperson from ibis emphasised the consistent nature of travel amidst evolving travel intentions and the importance of catering to diverse travel preferences. The focus remains on providing travellers with fulfilling experiences and meeting their expectations for convenience. As the future of travel evolves, the priority lies in ensuring travellers achieve memorable and enriching experiences on their journeys.