A survey of 2,000 British holidaymakers conducted by World Travel Market (WTM) London showed that less than 10% of millennials would prefer to consume excessive amounts of alcohol while on holiday.
“Instead, Instagram matters more now, with a whopping 78% of those aged 25 to 34 seeking to spur social media envy by posting on the photo-sharing app – closely followed by those in the 18 to 24 age group, where 63% say they search for social status shots rather than shots of sambuca.” says the survey
In fact, Thomas Cook will be discontinuing its youth travel brand, Club 18-30, as its holidays are not considered ‘Instagrammable.’ Intagram has an estimated one billion users and the platform lends itself to travel photography, making it very influential in the industry. In its heyday Club 18-30 was at the forefront of the ‘drinking-and-debauchery holiday scene’ and it would take over 100 000 young people to Europe for drinking and all-night clubbing parties, but this is no longer a priority for young Brits.
About 37% of 18 to 24-year-olds and 38% of 25 to 34-year-olds included in the survey by WTM London, say they post online daily while they’re on holiday. WTM’s research aligns with a Club Med poll which found that ‘two thirds of millennials pick holiday destinations based on what they see on Instagram and other social media channels’.
WTM London’s, Paul Nelson, said: ‘It’s a sobering thought for the older generation of holidaymakers that their drunken antics are just not regarded as cool by younger travellers. It would appear that millennials, ‘Generation Sensible’ or ‘sober socialites’ – whatever you want to call them – are more health-conscious and mindful of their image when on holiday, and eager to share their photographs instead of handling a hangover. The travel industry is tapping into this trend because Instagram has an estimated one billion users, so it’s a very influential platform.
However, while hangovers are no longer a hazard, it would seem there are greater dangers for those on the pistes – apparently 88% of smartphone users logged into their social media accounts during their last ski or snowboard holiday, and of those, almost half (46%) admitted that they had wiped out on the slopes while distracted by social media.
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