Many travellers are discovering their dream trips don’t measure up to the hype.
The study reveals that while one in three Australians still take travel inspiration from influencers, more than half walk away underwhelmed, finding the reality far from the glossy, filtered posts flooding their feeds.
The findings were derived from a survey of an independent, nationally representative panel of 1,000 Australians, commissioned by travel insurance provider Insure&Go, amid growth in social media use and its role in shaping the travel decisions of millions of Aussies.
In Australia, there are 20.9 million social media user identities, with 78 per cent of the population logging into these platforms and spending almost two hours a day browsing – with TikTok ranking as the top platform for time spent.
More than half (58%) of Aussies now admit their travel and purchase decisions are being shaped by what they see online.
But the survey also found only 43 per cent of influencer-inspired trips lived up to the hype, that’s nearly six in 10 Aussies who followed influencer advice ending in disappointment.
This disillusionment spans all generations: almost two thirds (61%) of over-50s said their holiday didn’t match the reality, while more than half (52%) of under-30s reported the same, showing that the gap between Instagram fantasy and real-world travel is striking Australians young and old alike.
Aussie men are more likely to swayed by an influencer, with 40 per cent admitting to following travel influencers recommendations compared to 30 per cent of women.
Yet two-thirds (65%) of men versus 43 per cent of women later admitting the destination didn’t live up to the glossy portrayal.
Almost half (47%) of all respondents now believe that influencers can’t be trusted and are just ‘selling something’.
“Social media still inspires wanderlust among a third of Australians, but many are learning that travel decision-making requires much more than feeling inspired by some stunning shots online,” said David Mayo, Insure&Go Commercial & Marketing Director.
“With nearly half of all respondents saying they don’t fully trust influencer content, it’s a sign that many may begin to tune out the filters and prioritise more thorough research, seeking substance over selfies, for their next holiday.”
Influencers aren’t just shaping where Aussies travel, they’re also inspiring risky behaviour for the sake of a post.
One in five (19%) survey respondents admitted to knowingly risking their safety for the perfect shot. Alarmingly, that figure jumps to more than one in three (37%) for under-30s. More men than women (24% vs 14%) admitted to doing so.
SURVEY CONCLUSIONS
Influencer fatigue on the rise: Aussies losing trust in social media travel inspo
- 35% of Aussies have booked travel in FY25 based on social influencer inspiration
- 57% of these were left disappointed
- More than a third (37%) of under-30s adults have risked their safety for ‘the perfect shot’
