Opodo study reveals social media's impact on global travel habits
A study by the online travel agency Opodo reveals how social media is significantly shaping global travel habits. Based on responses from 9,000 travelers across the UK, US, Portugal, Spain, Italy, Germany, and France, the research highlights a strong connection between digital content and tourism decisions.
Portuguese travelers are identified as the most active in sharing personal travel content, with 50% uploading selfies and photos. They are followed by Spanish (40%), Italian (35%), German (30%), and French (22%) travelers.
Social media serves as a major source of inspiration, particularly for younger demographics. Among travelers aged 25 to 35, 52% state that social media influences their holiday choices, a notable increase from 32% in 2024. This trend is even more pronounced in Gen Z, where 59% report being inspired by online platforms. Conversely, only 5% of travelers aged 65 and older cite social media as an influence.
Regarding international travel, American travelers lead the group, with 49% being most likely to travel abroad due to social media influence. Spain (48%) and Italy (44%) follow, while the UK shows the least interest, with only 25% of respondents influenced by social media.
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Claims
What the coverage asserts, and how many sources carry each claim.
- [● 3 SOURCES] 49% of American travelers are likely to travel abroad due to social media influence. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] Spanish travelers rank second in uploading personal travel photos at 40%. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] 25% of British travelers report being influenced by social media for travel. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] 52% of travelers aged 25 to 35 say social media inspires their holiday choices. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] Opodo conducted a study involving 9,000 travelers from the UK, US, Portugal, Spain, Italy, Germany, and France. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] 50% of Portuguese travelers upload selfies and personal photos from their trips. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] Only 5% of travelers aged 65 and older find travel inspiration on social media. es.euronews.com · www.euronews.com · fr.euronews.com
- [● 3 SOURCES] 59% of Gen Z travelers report being inspired by social media for travel. es.euronews.com · www.euronews.com · fr.euronews.com