Are you surprised to find out that two fifths of millennials will choose their holiday destination according to how ‘Instagrammable’ the pictures will be?
As a travel blogger, who sees the tangible impact of Instagram every day, I wasn’t the least bit surprised.
I also wasn’t surprised to find out the second biggest influence on the decision is how cheap and available alcohol is – what are we millennials like, eh?
With the alcohol factor in mind, it’s fairly obvious that the research was conducted in the UK. For better or for worse (usually the latter), we’re known all around the globe for our love of getting boozy.
The survey, of more than 1,000 people aged between 18 and 33, undertaken by holiday home insurance company Schofields Insurance*, revealed the top five reasons millennials choose travel destinations:
- How Instagrammable the holiday will be – 40.1 per cent
- Cost/availability of alcohol – 24 per cent
- Personal development – 22.6 per cent
- Chances to experience the local cuisine – 9.4 per cent
- Opportunities for sightseeing – 3.9 per cent
Number three is definitely my favourite. It is a clear sign of the ever-growing interest in personal wellbeing, as millennials search for meaning, success and happiness in this new, ever changing world (in which they are incessantly mocked by older generations who seem to have no idea how good they had it, and how hard we do).
I have to admit, I’m a little taken back at the low levels of popularity from local cuisines and sightseeing opportunities – although I suppose this is all seen as part of the Instagrammable experience. As photos of food litters the social media platforms and sights around the world, it makes the perfect spot for a shoot.
“We have recently seen a lot of news coverage around how millennials are making more and more decisions guided by how their life would appear online and so we thought we would see how much they let their portrayed social media presence affect their real life,” explains the man behind the research, Phil Schofield, Head of Inbound Marketing at Schofields.
“We are constantly being told how much of an affect digital marketing can have on a person however it’s only when you see results like this that you become aware of just how much effect living in a world where everything is online can have on a person.”
*This post is a sponsored collaboration