Omio Survey: Personal Interests Drive Travel Choices Over Social Media Trends

Omio's latest survey reveals a shift in travel decision-making among UK travellers. Only 2% consider social media trends when planning their trips. Instead, 72% prioritize personal interests, while 57% consider budget constraints and 52% value practical aspects like ease of travel.

The survey, involving 7,567 participants from five countries, suggests that travellers seek genuine experiences over impressive online appearances. Only 3% feel compelled to document their holidays on social media, and just 8% select destinations for their social appeal.

Word of mouth plays a crucial role, with 19% relying on recommendations from friends and family, compared to 4% influenced by influencers. Gen Z exhibits a higher tendency, at 20%, to plan trips worth sharing compared to 5% of Baby Boomers. Omio's President, Veronica Diquattro, highlights this trend as a move towards personalized travel experiences.