New WeRoad research finds travellers are ditching Instagram

Alarmingly low percentage of travellers do it anymore

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.”