One in three Brits using social media to plan their holidays, study finds
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Social media platforms like Instagram, TikTok, and Facebook are playing a significant role in how Brits decide on their holiday destinations, with a third of travellers admitting they rely on these platforms, according to new research by Jet2holidays.
The study, which surveyed 2,000 holidaymakers, found that scrolling through images of idyllic beaches, local food, and influencer travel tips to find the best spots is now as important as traditional factors such as budget and weather. In fact, social media is catching up with personal recommendations from family and friends, which are still deemed crucial by 62% of travellers. And it turns out that travellers typically spend six hours researching their trip, typically five months ahead.
Food is a major motivator for travel, with 19% of Brits choosing destinations based on the local cuisine and 25% returning to the same place for the dining experience. Nearly four in 10 meticulously research restaurants and food spots online before booking, and 17% even create a wish list of meals they want to try.
Many prioritise destinations that offer a balance of relaxation and new experiences (21%), while others seek cultural or historical activities (18%) or family-friendly options (18%). "It’s no surprise that weather, local experiences, and food top the list when planning a getaway – many of these elements define the essence of a truly memorable holiday," said a spokesperson from Jet2holidays.
