Cheapflights’ survey suggests backlash against holiday bragging on social media [Infographic]

Cheapflights’ survey suggests backlash against holiday bragging on social media [Infographic]

Bragging about holidays on social media is falling out fashion, if the results of a survey are anything to go by.

Having carried out research, the metasearch website claims 60% of Brits are now “opting for a hashtag-free holiday”.

It claims almost two thirds of holidaymakers either refrain completely from, or at least limit how much, they post on social media during their getaway.

According to Cheapflights 36% abstain altogether in favour of a digital detox, and 21% take lots of pictures on holiday, but wait until they are home before they share them so as to avoid creating envy among friends and family back home.

The worst offender for creating resentment was found to be holiday countdown posts followed by “The office today” shot of a sun-drenched beach, pool or balcony, “Hotdog Legs”, and the use of multiple holiday hashtags such as #holiday #sunshine #tan #globetrotter.

The independent survey of British holidaymakers suggested one in 10 has enacted the ultimate social switch off sanction and completely unfriended or muted a pal on social media because of their travel bragging.

Andrew Shelton, managing director of, said: “The phasing out of roaming charges fuelled the rise of travel bragging.

“Within 12 months, Facebook said that 42% of stories on the social site were travel-related, 51% of people put ‘holidays’ as one of the top three post-types, and 64% of its users were relying on the site to know where their friends were travelling.

“But our research shows the backlash is on. In 2016 the average Brit posts three times on social media during a one-week holiday, a figure that, two years ago was up to four times as many. Back in 2014, research cited that a third of Brits could not go on holiday without posting online but today that figure is down to a fifth.

“It seems that we’ve reached saturation point with many recognising that snapping away incessantly, posting and engaging on social media whilst on holiday, can result in them capturing life at the expense of living it – as well as cause trouble at home.”

For those who do opt to indulge in social while away, Facebook remains the channel of choice (46%), followed by Instagram (8%), Twitter (5%) and snapchat (3%), although user figures for Instagram and snapchat were markedly higher among the 18 to 24-year-old group at 21% and 20% respectively.

The number one travel brag that holidaymakers admit to posting themselves is the classic “Cocktail at sunset” shot, followed closely by pictures of amazing experiences like swimming with dolphins, “We’re off!” posts from the airport such as an image of packed bags or a selfie on the plane, the weather forecast and images of mouth-watering meals.

Divorcees were the least likely to use social media on holiday, pointing to a possible desire to hide what they are up to from the ex. Some 63% of divorced holidaymakers claimed that they do not use social media on holiday because they are “too busy enjoying themselves”, compared with 29% of singles and 37% of those who are married.


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