Millennials pick travel spots based on ‘Instagrammability’

Indian millennials are increasingly choosing travel destinations based on their “Instagrammability.” They also rate destinations based on this criteria. The survey done by travel site Ixigo shows how social media has become an important element in making life’s decisions. 

The survey found that 36 per cent of the respondents residing in metros and Tier I cities plan their travel based on how beautiful or unique the photos will look on social media. While 30 per cent respondents are still basing their travel plans on their budget, only 11 per cent think about cultural activities and sightseeing options.

“We have noticed millennials are increasingly turning towards Instagram to create their narrative through unique travel pictures. The new generation is fuelled by wanderlust and a need to visit enviable destinations. A platform like Instagram, which provides travellers instant gratification on vacation pictures, has the potential to influence their travel decisions to a great extent,” said Aloke Bajpai, CEO & Co-founder, Ixigo. Among the respondents, 35 per cent prefer experiential holidays to offbeat destinations like visiting vineyards in Tuscany.
About 29 per cent are opting for adventure activities that they can flaunt on social media like skydiving in Dubai or scuba diving in Indonesia. The year also saw 20 per cent millennials travelling to international destinations for pre-engagement photoshoots and baby moons, while 16 per cent wanted to explore eco-friendly spots which bring them close to the nature. Infinity pools, crystal clear beach and pictures of gourmet desserts were the top vacation photos posted by millennials on Instagram this year.

Of these millenials, 41 per cent post photos on Instagram once a week, 22 per cent post them once a day and 16 per cent once a fortnight. Of them 11 per cent are on Instagram, but don't post pictures. Another 10 per cent are not on Instagram.

They also rate destinations as per their ‘Instagrammability.’ Kerala is the top domestic destination for Instagram users, followed by Pondicherry, Coorg, Jaisalmer and Rann of Kutch. Among international destinations, Iceland looks most stunning on Instagram, followed by New Zealand, Turkey, Russia and Sri Lanka.

Sangeetha G.