Impact of Social Media on Portuguese Travelers' Holiday Choices Decreased
A new study reveals that the impact of social media on Portuguese vacationers' route selections has declined, while their tendency to share positive content has increased.
A new survey conducted by eDreams revealed a noticeable drop in the impact of social media on Portuguese travelers' vacation destination choices. The rate of participants visiting a place they had not planned to go due to social media decreased compared to last year.
Social Media Impact on Holiday Choices
According to a new eDreams survey, the impact of social media on Portuguese travelers' vacation destination choices has shown a decrease. While 38 percent of participants stated they visited a place they had not planned to go because of social media, this rate was at 49 percent in 2024.
Research results revealed that 58 percent of participants, making up the majority, did not take an unplanned trip under the influence of social media. This situation shows that individuals have started to behave more selectively in their destination choices.
Route Preferences by Age Groups
The change in social media's impact on holiday plans is clearly seen especially among older travelers.
Seventy-one percent of participants aged 55 to 64 stated that they never chose an unplanned destination because of social media. This rate was measured at 69 percent for people aged 65 and over, and 67 percent in the 45-54 age range.
Tendency to Share Positive Content
The content people publish about their own holidays paints a different picture. More than half of Portuguese participants, namely 54 percent, stated that they would likely share positive content even if the journey turned out to be disappointing.
This rate increased from 45 percent in eDreams' 2024 survey. Portugal holds the distinction of being the only country in the recent study where the majority stated they would share positively under these conditions.
Most Popular Topics Shared
For 88 percent of Portuguese participants sharing travel content, scenery constitutes the most popular topic in holiday posts.
Experiences and activities followed this area at 66 percent, while food was preferred at a rate of 59 percent. Half of the participants stated they shared selfies or personal photos, and 41 percent shared hotel and accommodation photos.
Social Media Use During Holidays
The survey also examined how often individuals use social media while on holiday.
Slightly over half of Portuguese participants, meaning 53 percent, said they checked social media only once a day while on holiday and less frequently than they do at home. While 33 percent stated they continued regular usage, 10 percent preferred to disconnect completely.
Areas of Interest for Future Travels
From the perspective of those seeking ideas for a future trip, lesser-known places continue to hold the strongest appeal.
When asked what kind of travel content attracts attention, 42 percent of participants chose places that felt hidden and authentic. Realistic videos of hotels, beaches, or events were preferred at a rate of 22 percent, while viral or spectacular posts attracted interest of only 7 percent.