Instagram-worthiness is key for millennials in choosing a holiday spot

A research carried out bu UK-based insurance company Schofields has revealed that the millennial travelers aged between 18 and 33 opt for holiday spots that are most likely to get likes and comments on Instagram. Over 40% of 1000 adults who took the survey, said the ‘Instagrammability‘ is the most important factor for them in choosing a destination for their holiday. Being Instagrammable (or socially sharable, if you like) is even more important a factor than the cost and the availability of spirits in a foreign holiday destination for the generation Y. Here are popularity percentages according to the survey:

  • How ‘Instagrammable’ the holiday will be – 40.1%
  • Cost/Availability of alcohol – 24%
  • Personal development – 22.6%
  • Chances to experience the local cuisine – 9.4%
  • Opportunities for sightseeing – 3.9%

Based on the results, it seems like sightseeing and exploring are now only secondary to having some nice, glowing selfies shared on Instagram. Phil Schofield, Head of Inbound Marketing at Schofields, said they are a little astonished by the results. “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” he added.

Görsel: Chris Burkard (instagram)

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