Instagram declining as source of inspiration for millennials and Gen Z travellers

Survey finds growing influence of movies, TV programmes, online reviews and personal recommendations

Creative and media agency eight&four has revealed that millennials and the GenZ generation are divided by their use of media for inspiring travel.

The agency surveyed 2,000 UK adults to find that social media influencers on sites like Instagram are declining as a source for holiday inspiration and more are looking to movies, TV programmes, online reviews and personal recommendations.

The two generations are similar in that movies and TV programmes are the biggest sources of holiday inspiration with 31% of millennials and 29% of GenZ in agreement. However, only 14% of UK travellers are influenced by traditional TV advertisements.

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Caroline Brosnan, eight&four head of marketing, said: “Netflix and other streaming sites present a wealth of programming content that showcases desirable locations. Consumers of all ages are tuning in and feeling inspired to travel to these places.

“It suggests travel brands should consider more innovative ways of using TV shows to reach mass audiences, whether that’s through product placement or editorial.”

They differ in that a fifth of millennials still look to social media influencers on Instagram compared to only 7% among GenZ for inspiration. Also, 23% of millennials look to social media advertising compared to 9% of the GenZ generation.

Anna Fawcett, Topdeck Travel global head of marketing, commented: “The clear divide on attitudes to social media shows the cyclical nature of generations.

“It also shows the decline in the social influencer space, despite our continuing addiction to digital media. It ebbs and flows, so just as TV gave way to streaming, social media will give way to something else.”

Over a quarter of UK customers still look to online reviews for tips and recommendations and radio came out to be the lowest source with only 6%.

Brosnan added: “Online reviews still top the list for the majority of UK travel consumers looking for holidays. The reassurance provided by other travellers that you’re choosing the right destination and places to book is hard to find elsewhere.

“In the end, it all comes down to trust. If influencers want to attract Gen Z, they need to be authentic and trustworthy to be more effective in inspiring travel decisions.”

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