40% of Americans pretend to be travel influencers on vacation, new survey says

Two in five Americans pretend to be influencers on vacation (39%), according to new research.

A survey of 2,000 social media users found that these respondents would take vlog-style videos, post more than when not on vacation and caption their posts creatively.

Most respondents see using social media when traveling as a good thing (58%) and more than half would be likely to post about their travels (55%).

The survey conducted by Talker Research in partnership with BeachBound Vacations found that they most enjoy seeing pictures and videos of scenic views (50%), landmarks or tourist locations (44%) and food and drinks (36%) on social media.

Thinking about their own feed, those surveyed would post similar content along with selfies (32%) and beach or pool pictures (30%).

Half of social media users would document every minute of their travels and another 38% would go through the effort of editing a vlog or slideshow for others to see, although more would opt for a short social media-friendly video (49%).

When’s the best time to post? While 50% would post about their vacation activities at some points throughout their vacation, 30% would hold off on posting until it’s over.

That may be the right move to avoid FOMO, with a quarter of those who have posted on social media while traveling admitting that they’ve felt guilty about not being present in the moment (24%).

Looks do matter for these respondents, as nearly one in four have been disappointed when their vacation content didn’t get as many likes as they hoped (23%).

But it’s their own eyes that matter most in the end, with two-thirds of those surveyed sharing that reminiscing on their old social media posts of past trips inspires them to plan future trips.

“Sharing our travel experiences on social media goes beyond just capturing pictures — I use social media as a digital scrapbook to look back on my favorite family trips, right on my phone,” said Dana Studebaker, vice president of marketing of consumer brands at BeachBound Vacations. “While great for preserving memories, these posts can also ignite a sense of adventure for others. In this way, social media becomes a powerful tool, not just for personal expression, but for shaping the future of travel.”

En route to their destination, half of social media users ranked a fully charged phone as one of the top three most important items to be prepared with when traveling, and 32% of these respondents put it in the number one spot.

Other items that made the top three were ample clothing selections (56%) and money in your visiting destination (45%) and home currencies (38%).

Full batteries are especially important for 77% who believe that scrolling on social media is “necessary” at some point while traveling, specifically when taking a break (33%), decompressing after the day (27%) and in between activities (26%).

Surprisingly, just 25% would rely on social media for entertainment in the airport.

Still, a majority of those who enjoy travel content just can’t get enough, claiming that they can never scroll past a travel-related post (61%).

More than half of social media users are inspired to plan their own trip as a result of seeing travel-related posts on their feed (53%).

And 55% consider browsing others’ social media posts as “research” for planning a trip when they need inspiration for places to visit (57%), where to stay (49%) and activities to do (47%).

General travel tips (32%) and budgeting tips (32%) were also high on the list of info respondents would trust social media for.

When asked about some of their favorite vacation-planning tips they’ve seen, those surveyed called out “create a travel first aid kit,” “be prepared to live without some of the comforts we enjoy” and “wear your heavy clothes instead of packing it.”

“Social media offers a unique opportunity to tap into local insights or learn from trusted travel bloggers and experts to discover must-see spots in new destinations,” said Michael Lowery, head of global consumer business at BeachBound Vacations. “By scrolling on social media, we can find hidden gems, learn from the experiences of others and, in turn, share our own discoveries, contributing to a collective guide for future visitors.” 

BEST TRAVEL-PLANNING HACKS/TIPS FROM SOCIAL MEDIA

• Wear your heavy clothes instead of packing it
• Walk around without a destination in mind to find things you’d want to do in that moment or later on
• Vacuum sealing your clothes to fit more in your luggage
• Using Google maps to create a custom map, use it to color-code and categorize different things
• Use credit cards or prepaid cards when you travel
• Rolling clothes instead of folding saves space in a backpack or suitcase
• Plan like you’re living there
• Use fare comparison websites and apps to set up fare alerts for your desired destinations
• Ask the locals about things to see/do and places they would eat
• Keep extra plastic bags in luggage for later use
• Hide money in an unusual spot like your sock in case you get pickpocketed
• Don’t leave the airport if your bag was damaged, the airline is forced to compensate you for the damages
• Cross pack suitcases when traveling with a partner so if one suitcase is lost you both still have clothing
• Create a travel first aid kit
• Clear your cookies when looking for a hotel
• Bundling is the way to go it’s the cheapest and gives you the best value
• Be prepared to live without some of the comforts we enjoy

Survey methodology:

Talker Research surveyed 2,000 Americans who use social media; the survey was commissioned by BeachBound Vacations and administered and conducted online by Talker Research between Sep. 9 and Sep. 16, 2024.