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A Report Unveils How Millennials Choose Their Travel Destinations

News What are the main driving factors when choosing a destination for the next vacation? Different age groups may have different priorities and motivations, but many would still name such universal factors as the price, interesting cultural experiences, sightseeing, hotel deals, and so on. However, these are not the most important for millennial travelers as they seem to have somewhat different taste and preferences.

Last month, travel website Expedia conducted a survey among young people aged 18 to 34, who are usually referred to as millennials. According to the results, young travelers choose abroad destinations based on how “Instagrammable” it is. Expedia asked people of two generations, Gen X and millennials, to answer a series of questions about their ways of choosing a vacation destination. Two-thirds of millennial respondents say that “instagrammability” (the ability to look good on the popular social network) is the most important factor for them when booking a vacation. Many young travelers research how the destination of their choice would look on their Instagram feed in advance.

Quite a surprising fact – men are more likely to book a whole vacation judging by just the ability of a vacation spot to look good on Instagram. Now it is getting clear why there are so many social media influencers who travel to exotic places free of charge or even get paid for posting attractive photographs. Their work is not “left unnoticed” and inspires many young people to visit those destinations. The survey shows that nearly one in four millennials made their decision to visit some destination based on pictures from Instagram.

When on vacation, millennial travelers enjoy posting beautiful photographs, but the reason for that is not many would assume. If you think they upload photographs of ocean sunsets or majestic landmarks to create virtual memories that they can look back on later, you are completely wrong. According to the survey, they post numerous pictures to make their friends and followers envy. Actually, as many as 20% of women and 40% of men admit they would even post photographs of fake vacations on social media.

However, the reality is not always the same as on social media. One in five Gen X and millennial travelers say that they were disappointed by destinations that looked so amazing on Instagram. That is particularly true about iconic destinations. So, hotels in Dubai sure benefit from the emirate’s popularity on social networks, but it is also in the top five letdowns. Other destinations that didn’t amuse travelers is real life are the Taj Mahal, Stonehenge, the Sydney Opera House, and Times Square.


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