Travelers want more inclusive, authentic content on social media

Travelers want more inclusive, authentic content on social media
Travelers want more inclusive, authentic content on social media
Avatar of Harry Johnson
Written by Harry Johnson

There is a high demand for travel brands to do more to feature inclusive and diverse content creators and experiences.

The findings from a new global survey on consumer sentiment on social media content of travel brands and traditional travel influencers were released today.

Travel industry experts polled more than 4,000 people from Australia, Japan, the UK and the US and found an overwhelming need for more authentic and varied travel content as well as a high demand for travel brands to do more to feature inclusive and diverse content creators and experiences.

Overall, the survey found a large discrepancy between travel content currently on social media and the true desires of consumers, who reported that the pressure to be “social media-worthy” negatively impacts their travel experiences.

Consumer feedback from the survey further indicates a desire for more inclusive social media content from travel brands that is suitable to all personal travel styles and reflective of all types of individuals.

Key global and regional findings from new survey include:

  • 85% of respondents think travel industry brands’ social media content should be more inclusive of all kinds of travelers, and 84% of respondents think travel brands could do more to support a diverse set of travel creators.
  • 76% of respondents feel that more realistic depictions of travel from content creators on social media would be more valuable than existing travel content.
  • When it comes to demographic factors such as gender, race, disability, age and body size, more than one-third of survey respondents feel that they are not well-represented or are unsure if they are well represented in the content they see from travel creators (34%).
  • Nearly half of survey respondents have some negative feelings (jealous, self-conscious, etc.) towards the current travel industry content seen on social media (46%).
  • One-third of respondents (33%) feel that their travel style or personal needs are not being met or might not be met by offerings from travel brands, and 21% are unsure that travel content from creators on social media is inclusive of different travel styles.

The analysts surveyed 4,073 total respondents from Australia, Japan, the UK and the US.

Respondents were 18 years or older, active on social media, interested in travel, and have viewed travel-specific social media content from influencers within the last 12 months.

About the author

Avatar of Harry Johnson

Harry Johnson

Harry Johnson has been the assignment editor for eTurboNews for mroe than 20 years. He lives in Honolulu, Hawaii, and is originally from Europe. He enjoys writing and covering the news.

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