The internet loves to tell us that one viral reel can sell out an entire city. According to new research from travel booking platform Omio that story is mostly fiction. When it comes to choosing where to go next travelers are still listening to themselves not to the algorithm.
In a new international survey conducted by YouGov only 2% of UK travelers said social media trends or popular online content are among the factors that shape their next trip. For all the talk of must visit spots and viral views most people are not building their holidays around what is trending this week.
Travel It Is Personal
Across the board travel remains a deeply personal decision. 72% of UK travelers name their own interests as one of the most important factors when planning a trip. That beats budget at 57 percent and even practical concerns like ease of travel or logistics at 52 percent.
In other words the average traveler is still asking what do I actually want to do not what will look best on my feed. From food pilgrimages and music festivals to quiet coastlines and mountain hikes personal passions are steering the map.
Travel For The Love Not The Likes
The Omio survey also suggests that most travelers are not performing their holidays for an audience. Only 3% of respondents say they feel pressure to document or share their trip on social media. Just 8% admit to choosing a destination because it might look impressive to others.
For many this is a quiet but meaningful shift. The trip is becoming more about being there and less about proving you were.
Turning Away From The Hype
Far from chasing the latest hotspot a sizable number of travelers are actively sidestepping it. One in four respondents say they have avoided destinations they see as overcrowded or overhyped. Seventeen percent say they deliberately look for lesser known or less crowded alternatives.
That is good news if you love the idea of Florence but not the queue or if you would rather find the second city beach bar than the one you saw in every reel last summer. The numbers point to a growing appetite for intentional travel that prioritizes experience over visibility.
Word Of Mouth Still Wins
Social media may light the spark but it rarely has the final say. Only 4% of travelers cite influencers or other online sources as a real factor when planning a trip. 19% say they have chosen a destination based on a recommendation from friends’ family or colleagues.
Your next vacation is still more likely to come from that coworker who will not shut up about Lisbon than from someone you follow but do not know.
Different Generations Different Pressures
The survey does show a generational divide. Among Gen Z travelers 20% feel a strong expectation to visit certain places or plan trips that seem worth sharing. Thirteen percent say they have chosen a destination because it looked particularly impressive or exciting to others.
Among Baby Boomers that feeling barely registers. Only 5% say they feel that kind of social pressure. For them travel seems to be blissfully free of the need for proof.
From Inspiration To Real Itineraries
Veronica Diquattro President B2C and Supply at Omio says the findings show people quietly rebelling against the pressure to follow trends. Social media might plant the seed but it is personal passions and peer to peer recommendations that actually shape bookings. Platforms like Omio aim to sit in that sweet spot turning sparks of inspiration into trips that feel like they belong to you not to your feed.
About the study
The data from this survey is based on online interviews with members of the YouGov panel who had previously agreed to participate. A total of 7,567 individuals were surveyed between 08.04 and 11.04.2026. The sample was quota-controlled by age, gender, and region, and the results were subsequently weighted accordingly. The results are representative of the population residing in Germany, Spain, Italy, the UK and the US.
From Inspiration to Itinerary
Social media may spark ideas, but Omio’s latest survey shows travelers are quietly rebelling against trend-driven trips. Inspiration often starts online, yet real bookings are shaped by personal interests and trusted recommendations from friends, family, and colleagues. Omio is designed to sit in that sweet spot—turning a passing idea into a trip that feels personal, seamless, and entirely your own, not something staged for your feed.