Opodo reveals new global study on the Insta-worthiness of travel

(TRAVPR.COM) UK - April 9th, 2019 

●        Only 20% of Brits admit to retouching their holiday photos to make them more likable on social media - whereas US travellers are the most addicted to filters, with 51% using them on their trip photos

●        40% of Brits think that people who share posts on social media during their holiday are show-offs - and 2 in 10 Brits think they are not even having a good time

●        Only 14% of British travellers book their holiday based on its insta-worthiness, unlike the Italians (58%), Spanish (55)% and Americans (52%)

●        Influencers you say? Only 5% of British travellers choose their destinations inspired by social media profiles, despite the top UK travel influencers amassing over 5.8M followers^[1]

London, 9th April - The #nofilter movement, which has seen over 249 million Instagram photos published worldwide and has gained global popularity over the past four years, is now especially popular among British travellers according to the results of new research by Opodo.co.uk.

The study reveals that when it comes to sharing holiday photos on social media, UK travellers prefer to post unaltered photos that capture the real beauty of the trip, with only 1 in 5 retouching their pictures. This love for the true charm of travel is quite unique to Brits, as the rest of the countries studied show a much higher percentage of filter-addicts, especially those in the US, (51%), France (49%)and Spain (43%).

Additionally, the online travel agent Opodo has found that Brits do not appreciate being flooded with holiday pictures on social media. In fact, most UK respondents (40%) think that people who post a lot during their holidays are show-offs who are not even enjoying their time away (22%).

Brits are also different when it comes to the influence social media has on booking a holiday; only 14% of British travellers take into account their holiday’s ‘insta-worthiness’ (destinations beautiful enough to post on Instagram), as opposed to the Italians (58%), the Spanish(55%), the Americans (52%), the Portuguese (49%) and the French (42%) who seem much more concerned with the social media impact of the destinations they choose.

Influencers you say? When it comes down to the role of key social media influencers as a source of inspiration for travel, the research shows that UK travellers are not especially influenced by them either. In fact, only 5% admit to having booked a holiday to a destination that appeared on someone else’s Instagram page. However, that doesn’t stop the Italians and the Americans, with twice as many (1 in 10) saying they’re influenced by social media profiles.

Robert McNamara, from Opodo.co.uk, said: “We know that one of the main reasons why people in the UK travel is to spend quality time with loved ones like friends and family. With this new research, we see once again that Brits are more interested in having real and meaningful holiday experiences, rather than being socially recognised by others”.

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About Opodo

Leading online travel agent Opodo.co.uk has won Best Flight Booking Website at the prestigious British Travel Awards for the last four years in a row. With a presence in 16 countries, this pioneer of online travel offers deals from 610 airlines and over 2.1 million hotels to make it as quick and easy as possible for an increasing number of consumers to find the best value and most convenient travel options; getting them to more of the places they want to be.

Notes to editor: Research conducted by One Poll for Opodo.co.uk. 8,000 people who have travelled by plane were polled in Germany, France, Spain, UK, Portugal, Italy and US.

For more information please contact the press office team at: eDreamsODIGEO@edelman.com

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