A recent poll by luxury UK holiday park operator has found that as many as 30% of people have visited a location just to take an Instagram photo.
Respondents were also asked if they had been influenced by someone else’s social media post to visit somewhere, with 53% admitting they have.
It was the younger generation who said they were influenced by other people’s social posts the most, with 50% being from the 25-34 age group. The results highlight that “social proof” from peers is an influential factor in domestic tourism, especially for Millennials.
The poll also suggests that a tourist spot’s “instagrammable” appeal is becoming an important feature to entice visitors and that sharing photos and online check ins on social media are now becoming a staple of the Great British day out.