Two in five Americans pretend to be influencers on vacation (39%), according to new research.
A survey of 2,000 social media users found that these respondents would take vlog-style videos, post more than when not on vacation and caption their posts creatively.
Most respondents see using social media when traveling as a good thing (58%) and more than half would be likely to post about their travels (55%).
The survey conducted by Talker Research in partnership with BeachBound Vacations found that they most enjoy seeing pictures and videos of scenic views (50%), landmarks or tourist locations (44%) and food and drinks (36%) on social media.
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Thinking about their own feed, those surveyed would post similar content along with selfies (32%) and beach or pool pictures (30%).
Half of social media users would document every minute of their travels and another 38% would go through the effort of editing a vlog or slideshow for others to see, although more would opt for a short social media-friendly video (49%).
When’s the best time to post? While 50% would post about their vacation activities at some points throughout their vacation, 30% would hold off on posting until it’s over.
That may be the right move to avoid FOMO, with a quarter of those who have posted on social media while traveling admitting that they’ve felt guilty about not being present in the moment (24%).
Looks do matter for these respondents, as nearly one in four have been disappointed when their vacation content didn’t get as many likes as they hoped (23%).
But it’s their own eyes that matter most in the end, with two-thirds of those surveyed sharing that reminiscing on their old social media posts of past trips inspires them to plan future trips.
“Sharing our travel experiences on social media goes beyond just capturing pictures — I use social media as a digital scrapbook to look back on my favorite family trips, right on my phone,” said Dana Studebaker, vice president of marketing of consumer brands at BeachBound Vacations. “While great for preserving memories, these posts can also ignite a sense of adventure for others. In this way, social media becomes a powerful tool, not just for personal expression, but for shaping the future of travel.”
En route to their destination, half of social media users ranked a fully charged phone as one of the top three most important items to be prepared with when traveling, and 32% of these respondents put it in the number one spot.
Other items that made the top three were ample clothing selections (56%) and money in your visiting destination (45%) and home currencies (38%).
Full batteries are especially important for 77% who believe that scrolling on social media is “necessary” at some point while traveling, specifically when taking a break (33%), decompressing after the day (27%) and in between activities (26%).
Surprisingly, just 25% would rely on social media for entertainment in the airport.
Still, a majority of those who enjoy travel content just can’t get enough, claiming that they can never scroll past a travel-related post (61%).
More than half of social media users are inspired to plan their own trip as a result of seeing travel-related posts on their feed (53%).
And 55% consider browsing others’ social media posts as “research” for planning a trip when they need inspiration for places to visit (57%), where to stay (49%) and activities to do (47%).
General travel tips (32%) and budgeting tips (32%) were also high on the list of info respondents would trust social media for.
When asked about some of their favorite vacation-planning tips they’ve seen, those surveyed called out “create a travel first aid kit,” “be prepared to live without some of the comforts we enjoy” and “wear your heavy clothes instead of packing it.”
“Social media offers a unique opportunity to tap into local insights or learn from trusted travel bloggers and experts to discover must-see spots in new destinations,” said Michael Lowery, head of global consumer business at BeachBound Vacations. “By scrolling on social media, we can find hidden gems, learn from the experiences of others and, in turn, share our own discoveries, contributing to a collective guide for future visitors.”
BEST TRAVEL-PLANNING HACKS/TIPS FROM SOCIAL MEDIA
Wear your heavy clothes instead of packing itWalk around without a destination in mind to find things you’d want to do in that moment or later onVacuum sealing your clothes to fit more in your luggageUsing Google maps to create a custom map, use it to color-code and categorize different thingsUse credit cards or prepaid cards when you travelRolling clothes instead of folding saves space in a backpack or suitcasePlan like you’re living thereUse fare comparison websites and apps to set up fare alerts for your desired destinationsAsk the locals about things to see/do and places they would eatKeep extra plastic bags in luggage for later useHide money in an unusual spot like your sock in case you get pickpocketedDon’t leave the airport if your bag was damaged, the airline is forced to compensate you for the damagesCross pack suitcases when traveling with a partner so if one suitcase is lost you both still have clothingCreate a travel first aid kitClear your cookies when looking for a hotelBundling is the way to go it’s the cheapest and gives you the best valueBe prepared to live without some of the comforts we enjoy
Survey methodology:
Talker Research surveyed 2,000 Americans who use social media; the survey was commissioned by BeachBound Vacations and administered and conducted online by Talker Research between Sep. 9 and Sep. 16, 2024.
We are sourcing from a non-probability frame and the two main sources we use are:
Traditional online access panels — where respondents opt-in to take part in online market research for an incentiveProgrammatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in
Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.
Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:
Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speedersOpen ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant textBots: Captcha is enabled on surveys, which allows the research team to identify and disqualify botsDuplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.
