Social media has become a powerful tool shaping not only how people share their travel experiences but also how they plan vacations. In a recent survey by Talker Research in partnership with BeachBound Vacations, two in five Americans admitted to mimicking influencers while on vacation, with many posting frequently, creating vlogs, and creatively captioning their content. This phenomenon highlights the increasing role of social platforms in both travel planning and personal expression, ultimately influencing consumer behavior within the tourism and timeshare industries.
Social Media as a Travel Companion
The survey revealed that 77% of social media users consider scrolling through feeds a necessary activity during travel. This aligns with the growing trend of travelers using social platforms for relaxation during breaks, decompressing at the end of the day, and seeking inspiration between activities. Interestingly, while social media offers entertainment, only 25% of respondents rely on it in airports, indicating its primary role lies beyond passing the time. One in three participants reported that having a fully charged phone was a top priority when traveling, surpassing even some traditional necessities. The ease of capturing, sharing, and viewing travel content contributes to the idea that social media acts as a personal scrapbook, helping people relive and plan future vacations.
The study found that certain types of travel posts resonate more than others. Pictures of scenic views (50%), landmarks (44%), and food and drinks (36%) are the most appreciated content on social media. Respondents also shared their preference for posting similar themes along with selfies (32%) and beach or poolside shots (30%). This content has a dual effect: while it preserves memories for the poster, it also ignites the wanderlust of others. More than half of the respondents (53%) admitted that seeing travel-related posts inspired them to plan their own trips, demonstrating how social media serves as a source of inspiration and motivation for travelers.
Planning Vacations Through Social Media
Travelers are increasingly relying on social media to research vacation destinations, accommodations, and activities. According to the survey, 55% of users use social feeds as a form of trip research, seeking insight on places to visit (57%), where to stay (49%), and activities to enjoy (47%). Budgeting and travel tips also play a significant role, with 32% of respondents turning to social media for advice on managing vacation expenses. “Social media offers a unique opportunity to tap into local insights or learn from trusted travel bloggers and experts,” explained Michael Lowery, head of global consumer business at BeachBound Vacations. “By scrolling on social media, we can find hidden gems and contribute our own discoveries to a collective guide for future visitors.”
A notable trend among travelers is adopting the behaviors of influencers while on vacation. Nearly 40% of respondents reported creating vlog-style videos, frequently posting, and curating their content to maximize engagement. However, some travelers experience challenges with this approach: one in four respondents admitted feeling guilty about not being fully present during their trips, and 23% were disappointed when their posts received fewer likes than expected. This desire to emulate influencers reflects the increasing intersection of travel and personal branding. As individuals share their experiences in highly curated formats, their content not only captures memories but also showcases aspirational lifestyles for followers.
Best Travel Tips from Social Media
Participants shared valuable travel hacks picked up from social media, including practical tips like:
- Wear heavy clothes instead of packing them to save space.
- Vacuum-seal clothes for more efficient packing.
- Ask locals for dining and activity recommendations.
- Cross-pack luggage when traveling with a partner to mitigate risks of lost bags.
The survey confirms that social media’s influence on travel extends far beyond documentation. Dana Studebaker, vice president of marketing at BeachBound Vacations, commented, “Sharing our travel experiences on social media goes beyond just capturing pictures. These posts ignite a sense of adventure for others, turning social media into a powerful tool for shaping the future of travel.” With 61% of respondents saying they never scroll past travel-related posts, it is evident that the connection between social media and travel will only deepen. Travelers are not just passive consumers of content; they actively contribute to a global exchange of ideas, experiences, and advice, fostering a collective resource for future journeys.
Conclusion
Social media has fundamentally changed how people travel, transforming vacations into opportunities for creative expression, inspiration, and planning. From posting scenic views to curating content like influencers, travelers are embracing social platforms as a way to document and enhance their experiences. As more people rely on social media for vacation ideas and tips, the travel industry — including timeshares — must adapt to this digital landscape to remain relevant. Whether it’s finding hidden gems or gaining practical advice, social media has become an essential tool for modern travel, encouraging people to explore the world and share their journeys with others.
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