During the holidays the Italians seem to want to reduce, at least partly, their relationship with social networks. A survey by eDreams, a platform specialized in online travel, analyzed the habits of travelers in Italy. According to the survey, 57% of Italians would prefer to use social media only occasionally when on vacation, while 20% would like to stay online all the time. A further 13%, instead, would opt for a true digital detox.
How social media influence travel choices
Two years ago the percentages of people who let themselves be influenced by online content and those who did not were almost equal (47% yes and 48% no); today 51% of Italians say they have never changed their mind about a destination after seeing it on social media, compared with 44% who, instead, were convinced by what they found online.
The social networks continue to play a role in planning holidays. 36% of those interviewed use them mainly to find inspiration and discover hidden gems, while 20% want to see how a place or an experience really looks before booking. For 10% the approval of people considered similar or trustworthy matters. A 9%, instead, does not consider social media at all when organizing a trip.
The diferences between generations are particularly evident. Gen Z is the most influenced by social trends in choosing a destination, with 61% of respondents choosing a destination also based on what they saw online. Boomers sit at the opposite end: 69% have never let themselves be conditioned by social media. Gen Z is also the most interested in searching for hidden gems, while Millennials pay more attention to the approval of their peers.
Also between men and women there are some differences: Italian female travelers appear more likely to let social media influence their choice of destination and to stay online while on vacation (21% versus 18% of men). Male travelers, instead, more often opt for the digital detox, reported by 15% versus 10% of women.
What Italians publish during vacations
Once they set off, Italians still tell their experiences online. The most shared content is landscapes, posted by 75% of respondents, followed by activities and experiences, appearing in posts for 53% of the sample. 45% also photograph food, while 35% do not skip the classic selfie.
The way of narrating what was experienced also changes. 37% of Italians would not be inclined to publish a positive post about a trip or an experience they did not enjoy, while 29% would still continue to showcase online the best aspects.
Again, generations show differing behaviours. Gen Z posts landscapes, experiences, dishes and selfies more frequently, while Millennials are the most interested in showing hotels and vacation homes, with 32% sharing this type of content. They are also the ones who are more “always on” even while traveling: 22% would like to stay always connected. Gen Z, instead, prefers to check social media only occasionally, a choice indicated by 80%, while 15% of Boomers take advantage of the vacation for a digital detox.
On the authenticity front, Generation X is the least likely to publish a positive post about something that did not please them, with 40% of respondents. Gen Z, on the contrary, is the most inclined to still tell a favourable story about a less satisfying experience, with 50%.
