Study Reveals Europeans' Vacation Sharing Habits

A comprehensive study conducted by online travel agency Opodo examined the social media usage habits of tourists from different countries during travel. According to the study's results, Portuguese travelers lead the way in selfie sharing at a rate of 50 percent, while the impact of social media on holiday decisions varies greatly by age group.

Leaders in Selfie and Photo Sharing

The study carried out by online travel agency Opodo was conducted with the participation of 9,000 travelers from the UK, US, Portugal, Spain, Italy, Germany, and France. According to the survey results, Portuguese travelers rank first in sharing selfies and personal photos from their holidays at 50 percent. Portugal is followed by Spanish travelers at 40 percent, followed by Italians at 35 percent, Germans at 30 percent, and the French at 22 percent.

The Role of Social Media in Travel Inspiration

Participants were also asked whether they drew inspiration from social media to visit a place that had never crossed their minds before. This is particularly true for travelers aged 25-35, with 52 percent of this group stating they draw inspiration from social media for their holiday choices. This rate rises to 59 percent among Gen Z travelers, while it remains at just 5 percent among participants aged 65 and over. Across the Atlantic, US travelers constitute the group most likely to be influenced by social media to travel abroad, at a rate of 49 percent.

The Balance Between Reality and Digital Fiction

Travelers were asked about the likelihood of posting content on social media that projects a positive image even if their journeys do not meet their expectations. According to Opodo's data, Portuguese travelers top this field as well at 54 percent, forming the group most inclined to maintain a positive image regardless of travel quality. Portuguese are followed by US travelers at 46 percent and Spanish travelers at 36 percent, while Britons and Germans stand out as the markets least inclined to portray a disappointing trip in a positive light.

Food, Scenery, and Adventure Shares

Portuguese travelers are also at the top of the list for sharing culinary feasts online at 66 percent; they are followed by Spaniards at 57 percent and Germans at 51 percent. In hotel shares, Germans take first place with 51 percent. The group most mesmerized by landscapes and landmarks is once again the Portuguese at 88 percent, followed by Spaniards at 82 percent. Additionally, 66 percent of Portuguese participants state that they share adventures and activities from their travels.