According to new research by travel brand WeRoad, the days of travelling just for the '’Gram' may be numbered.
Its survey of 5,000 of its travellers found that only 0.37% of travellers booking with the solo group travel brand chose their holiday destination because it’s 'Instagrammable'.
While less than 1% choose a trip because of its aesthetics, even more surprisingly, 26% said they purposely distance themselves from social media while travelling, with a staggering 61% saying they’ve either tried a digital detox or are planning one.
The Italian scale-up beleives this shift goes deeper than just over-filtered travel spaml.
Its data found that today’s travellers are looking for more meaningful experiences.
Forget the stereotype of holiday-goers lying on a beach with a cocktail in hand - according to WeRoad, only 14% of their customers travel to relax and disconnect, with 45% saying they travel to challenge themselves and 15% traveling specifically to escape the digital world.
Justyna Chlopecka, UK marketing manager at WeRoad, said: “The future of travel isn’t about showing off; it’s about showing up—for yourself, for others, and for the world, We’re witnessing a shift toward travel with purpose, connection, and growth. Modern travellers are less filtered, and more fulfilled.”
