Italian travelers reject influencer tips, cut budgets, favor sustainable trips

A YouGov survey commissioned by Omio found that only 6% of Italians follow travel influencer recommendations when planning vacations. Most travellers rely on personal interests (58%), budget considerations (50%) and logistics (40%). Past UK surveys showed far higher influencer influence, indicating a recent shift.

Trustpilot’s research links rising inflation and global uncertainty to more cautious travel behaviour: about half of Italians have cancelled or altered a trip since the start of the year, and seven out of ten now prefer domestic or nearby destinations. Roughly 50% intend to reduce their travel budget by at least 10%, and online reviews are consulted by nearly 70% of travellers, shaping the choice of providers for half of them.

Booking.com’s 2025 Travel & Sustainability Report shows that 89% of Italian travellers deem sustainable travel important. Generational gaps emerge – 75% of Gen Z intend to travel more sustainably versus 47% of boomers, although boomers are likelier to act on waste reduction, energy use and local‑business purchases. Climate‑related risks heavily influence decisions: 76% consider extreme‑weather risk when choosing a destination and 78% when selecting travel dates; one in ten has already changed a trip because of heatwaves, fires or floods. Consequently, 74% avoid destinations known for extreme climate events, 42% steer clear of overcrowded spots and 35% choose off‑season travel. Hotels report that 24% faced operational disruptions from extreme weather in 2025.