'TikTokation': Over Four-in-Ten Canadian Gen Z Admit to Visiting Desti...

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Today's Date: May 4, 2024

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'TikTokation': Over Four-in-Ten Canadian Gen Z Admit to Visiting Destinations Solely for Social Media Content - FlightHub Survey

MONTREAL , April 25 /Businesswire/ - A recent survey conducted by FlightHub™ reveals the search for the perfect shot for social plays an increasingly important role in choosing a vacation destination amongst Canadians. According to a survey of 2,000 individuals, two-thirds (66%) of all Canadians admit that they look at social media to find inspiration for activities for their trip.

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(Photo: Business Wire)

Additionally, forty-five per cent of Gen Z also admitted to choosing to visit some locations solely for the purpose of posting on social media, which also holds true for 28 per cent of men compared 23 per cent of women, across generations.

“These numbers indicate that Canadians are redefining their travel priorities when choosing their next holiday destination,” says Henri Chelhot, CEO of FlightHub. “While we often associate travel with discovering new cultures, food tasting, sightseeing, or creating memorable moments, social media is in fact now fully embedded into what makes the travel experience and constitutes an element that will impact the future of the industry along with consumption habits.”

The following are additional highlights from the FlightHub survey.

Social Media is Now Part of the Travel Experience

According to the survey, Millennials and Gen Zers emphasize pictures and social media when travelling the most. The survey reveals that 38 per cent of Millennials and 35 per cent Gen Zers choose their entire travel destinations based on the pictures they will be able to post on social media, while around forty per cent of both age groups admitted choosing activities while on a trip for the purpose of posting a good picture on their platforms.

Baby Boomers think of social media pictures the least, with only 11 per cent indicating that they think of the photos they will be able to post during their holiday.
Whereas 31 per cent of Gen X reported that when they choose a travel destination, they think of their social media pictures.

Interestingly, 38 per cent of Millennials and Gen Zers choose their travel destinations to make their friends and acquaintances envious of them. Unsurprisingly, these percentages are lower amongst Baby Boomers (9%) and Generation X (24%).

Travel Inspiration: The Influencer Generation

When it comes to the inspiration behind travel destinations, overall, friends and family are the number one source amongst Canadians (67%), with travel blogs ranked second (42%). On a generational level, 70 per cent of Baby Boomers, Generation X and Generation Z rely on friends and family for inspiration for specific destinations whereas only 60 per cent of Millennials do. However, social media platforms such as Instagram and TikTok are also popular choices for travel inspiration amongst the younger generations.

Unique vs. Touristy Travel Experiences

Despite the rise of social media travels, spontaneity is still appreciated when travelling. In fact, 90 per cent of Canadians indicated that they love moments of unexpected fun when they travel and 72 per cent seek out novel experiences. However, tourist attractions also hold appeal, with 90 per cent of respondents indicating they like to visit at least one during a trip.

About FlightHub

FlightHub™, a Momentum Ventures subsidiary, is a leading North American online travel agency (OTA) based in Montreal, Canada. FlightHub proudly serves millions of Canadians each year, enabling more people to visit new places and explore new cultures. FlightHub's goal is to offer travellers the most affordable flights, optimal itineraries, and exceptional customer service. The leading online travel agency (OTA) believes that broadening travel possibilities and connecting people across borders increases human consciousness, reduces fear, and inspires positive change. Founded in 2012, FlightHub has facilitated more than 30 million connections.