A new report released by Booking.com analysing the influence of social media on our alternative accommodation choices, revealed that whether we like it or not, many of our booking decisions are made in relation to how we are perceived online.
The global study was conducted last August, surveying 21,500 people worldwide, including 1,000 each from Australia, Germany, France, Spain, Italy, China, Brazil, India, US, UK, Russia, Indonesia, Colombia and South Korea; and 500 each from Japan, New Zealand, Thailand, Argentina, Belgium, Canada, Denmark, Hong Kong, Croatia, Taiwan, Mexico, Netherlands, Sweden, Singapore and Israel).
It was found that social comparison is rife amongst social groups, as 51% of respondents stated that they’d prefer visiting somewhere “none of their friends have been there.”
There is pressure to find somewhere ‘cool’, ‘interesting’ and ‘one of a kind’ that is worthy of posting online… but there is power in being the first to discover it. Once others hop on the same bandwagon and post similar experiences, the novelty fades and the pressure returns once again to discover ‘the next great thing’.
Yet even budget-conscious travellers don’t plan to sacrifice any social media boasting rights if they forgo pricier accommodation. In fact, 20% of respondents admit styling their accommodation to look more expensive in photos. It reveals that users are adamantly trying to preserve the ‘aspirational’ element of travel, by maintaining a gulf between social media and reality.
“Once arrived at their location, travellers seek ‘Instagrammable moments’ to showcase their content as #goals… Plus, over a quarter of them (28%)* confess that booking an attractive property for their vacation is a must, so they can take photos that evoke these #goals vibes amongst their friends, family and followers,” said the report.
Lead image: Getty Images
