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Travelling off the ‘grammed track

July 24, 2017 OTA News No Comments Email Email

Today Expedia, one of the world’s largest full service online travel sites, releases its latest report, revealing how many Millennial and Gen X Australians are living in a social media bubble. The Expedia #Social_Travel report reveals 67% of Australians find “Instagrammability” to be the most important factor when deciding a holiday destination.

With one in four Aussies (25%), or the equivalent of 2.7 million Australians visiting a destination based on a post they saw on social media, the report proves Aussies are choosing their next travel destination based on where their friends have been, giving rise to the idea that it’s time for Aussie travellers to head off the ‘grammed track.

What travellers might not consider, is that relying only on social media when choosing your next holiday destination can be a trap, with one in five (21%) Aussies admitting iconic travel landmarks looked “different” or nothing like what they had seen in their social media feeds. It’s not surprisingdestinations don’t always match up to how they are portrayed on social media, with the #Social_Travel report revealing one in three people admit to posting bogus holiday photos. The top landmarks travellers found to be the most unlike the photos they saw on social media, include:

  1. Sydney Opera House, Australia
  2. Taj Mahal, India
  3. Dubai, United Arab Emirates
  4. Stonehenge, United Kingdom
  5. Times Square, USA

Expedia Travel Expert Lisa Perkovic, recommends travellers seek out viewpoints beyond those that have thousands of likes: “Whilst social media is a great travel inspiration tool that can introduce you to new destinations and experiences, there is often a lot going on behind the scenes of our favourite travel shots.

Rather than worrying about what your travels look like through a filtered lens, make the most of your holiday by exploring the destination and seeking out different experiences, within that location.”

“Our solution is to get off the ‘grammed track and experience a landmark or destination from a different perspective. The Sydney Opera House is a great example – it’s an impressive and vast landmark, so why not venture off the beaten path and check it out from the Sydney Harbour Bridge.”  

The research also reveals men are twice as likely to fake it, with more than 40% of men, compared to 21% of women having admitted to posting a fake holiday photo to Instagram. The study found:

  • Almost three quarters of men (71%) express the importance of an “Instagrammable” holiday destination, compared with 62% of women. From this, men are more likely to say their reasons include trying to capture the same holiday image as they have seen on their social media feed (24% of men compared to 17% of females) and wanting to create envy among their friends (21% compared to 11%)
  • Men (23%) are more likely than women (16%) to say they have regretted how much time they spend on social media when on holiday

Further statistics from Expedia’s #Social_Travel report reveal the growing role social media has in holiday planning for younger generations of travellers, with:

  • 72% of Millennials and Gen X spending time while travelling, documenting their holiday on social media
  • More than one in five (22%) Millennials and Gen X spending an hour or more each day while travelling documenting their holiday on social media
  • More than one third (36%) of Aussies admitting to uploading an image with the desire to cause envy amongst friends
  • More than half (53%) of Millennials and Gen X Australians experiencing jealously while perusing their friends’ holiday snaps.

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