Instagram has replaced the travel brochure with holidaymakers now choosing destinations based on social media rather than travel agents, a survey has found.
Research for easyJet of 18 to 65-year-olds showed more than half (55 percent) had booked trips purely based on images they had seen on the social network.
Almost a third (32 percent) of the more than 2,000 people surveyed also admitted their biggest motivation when picking a location was how nice the photos will look on their own Instagram feed.
The research found holiday makers were now taking an average of 2,500 photos during a week’s holiday in a bid to find the perfect shot to post online.
Daniel Young, Head of Digital Experience at easyJet, said: “As people’s attention turns to booking their summer holidays our research shows that they are not only turning to social media to showcase their travels but also to inspire their next adventure in the first place.”
As more people glean holiday inspiration from social media, the study found destinations that provided scenic or visually-striking backdrops were growing in popularity.