Interests over influencers: Only 5% of travellers include social media trends among the factors shaping their next trip

Personal interests, not trends, drive holiday booking decisions, with recommendations from friends and family outweighing influencers

Berlin, 21 May 2026 – Despite the widespread belief that social media drives travel decisions, new data paints a different picture. Only 5% of travellers say they choose their holiday destinations based on social media trends or popular online content, among other behaviours. Instead, most prioritise their own interests and are more satisfied when they do.

This is the finding of a new international survey by the multimodal booking platform Omio, conducted by YouGov among 7,567 people across Italy, Spain, Germany, the UK and the US among people who are likely to travel.

Travel, it’s personal

For most travellers, holidays are still shaped by what really matters to them on an individual basis. 67% say personal interests are one of their most important factors when planning a trip, ahead of budget (53%) and practical considerations such as ease of travel or organisation (44%).

This approach leads to more positive experiences. 57% say they were satisfied with their most recent trip because they based it on their own preferences rather than trends. Nearly half (46%) say their trip felt especially meaningful because it reflected their personal interests.

Travel for the love, not the likes

The findings also show that holidays are rarely treated as a performance. Only 4% of respondents say they feel pressure to document or share their trip on social media. Similarly, very few consider how their trip will be perceived online when planning.

The desire to impress others is limited. Just 9% say they choose destinations based on how impressive they might appear. Overall, 58% report feeling little or no pressure to visit certain places or take part in specific activities.

Don’t believe the travel hype 

Rather than following trends, many travellers are consciously moving away from them. 19% say they have avoided destinations they perceived as overcrowded or overhyped. 16% state that they actively look for lesser-known or less crowded alternatives.

This points to a growing preference for more intentional travel choices, with a focus on experience rather than visibility.

Word of mouth has the final say 

While social media remains an important source of inspiration, it has limited influence on final decisions. Influencers or external online sources are cited by 6% of travellers as a factor when planning.

By contrast, recommendations from personal networks carry more weight, with 20% saying they have chosen a destination based on suggestions from friends, family, or colleagues, as one of their top 3 decision-making factors when planning their latest holiday.

What people see online may spark ideas, but decisions are more often shaped by trusted personal experiences.

Social care, not social share

Younger travellers are more likely to report feeling social pressure when travelling. Among Gen Z, 21% say they feel a strong sense of expectation, for example, to visit certain places or plan trips that are worth sharing. Among Baby Boomers, this figure drops to just 5%.

However, this pressure only translates into behaviour for a minority. 16% of Gen Z say they have chosen a destination because it seemed particularly impressive or exciting to others. 14% have adjusted the timing of visits, for example, travelling at sunrise or sunset, to capture better photos. A similar share, 12%, say they think about how their trip will come across on social media when planning.

Veronica Diquattro, President B2C & Supply at Omio, commented:

“Travel is one area where people are pushing back against the pressure to follow trends and conform to the norm. Our data shows that the majority of travellers are not trying to keep up with online hype, but are opting for trips that genuinely meet their individual needs. Social media may spark ideas, but it’s personal passions and peer to peer recommendations that ultimately drive booking decisions. That’s exactly where platforms like Omio add value, helping people turn inspiration into the right journey for them.”

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About the study
The data from this survey is based on online interviews with members of the YouGov panel who had previously agreed to participate. A total of 7,567 individuals were surveyed between 08.04. and 11.04.2026. The sample was quota-controlled by age, gender, and region, and the results were subsequently weighted accordingly. The results are representative of the population residing in Germany, Spain, Italy, the UK and the US.

About Omio
Since its foundation in 2013, the Omio Group has helped customers discover new ways of travelling. Thanks to its two interconnected platforms, Omio and Rome2Rio, Omio is the world’s leading multimodal travel platform for searching, comparing, and booking. Omio B2B Partnership services OTAs and mobility providers with bespoke business solutions. Omio supports its customers in their desire to explore Europe, the US, Canada, Southeast Asia, Japan and Brazil via train, bus, flight, and ferry. Omio sells more than 100,000 tickets daily, employs over 430 staff from more than 50 countries and maintains offices in Berlin, Prague, Melbourne, Bangalore and Singapore. The Omio Group offers its customers journeys that move them. omio.com