Millennials Are Picking Holiday Destinations Based On How Instagrammable They Are

A new report reveals that two-fifths (40.1%) of British millennials are motivated to choose a holiday destination based on how ‘Instagrammable’ it is.

The survey of over 1,000 British people aged 18–35, published by Schofields Insurance, also found that the cost and availability of alcohol (24%), chances for personal development (22.6%) and to experience local cuisine (9.4%) were the main criteria millennials look for when deciding where to book next.

Millennials are using their holidays as cultural capital via social media

Destinations including the Marina Bay Sands Hotel in Singapore with its famous rooftop infinity pool and London’s Shoreditch neighbourhood which is covered in street art are just two that owe their growing popularity to social media. Instagram, which counts 600 million active users (statistics from December 2016) has become an important way for millennials to cultivate their personal brand, reflected by the places they choose to go and share with the online world.
A recent report on millennial travel behaviour by Expedia concluded that: ‘As the first “digitally-native” generation, millennials are highly active social media users. Sharing – and perhaps flaunting – is an integral part of the holiday experience.’ It found that 56% of millennials admitted to having posted a photo or video of their holiday while away, versus 32% of non-millennials.

Millennials like to go off the beaten track in search of new experiences

The factors motivating millennial decisions are increasingly varied. According to a 2016 survey by Hotels.com, more than half (55%) of young Britons said they would pick their next holiday destination based on Pokemon Go, the fastest growing mobile game in history which sends people to real-world locations to find virtual creatures.
Interested in why and how millennials are choosing to travel? Find out why more and more millennials are choosing to become expats and how, according to Justin Trudeau, 2018 will be the year that Chinese-Canadian tourism takes off.

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.