The Instagram effect on where to go on holiday

INSTAGRAM has replaced the traditional brochure, with holidaymakers choosing destinations based on social media rather than travel agents, a survey has found.

Research for easyjet of 18to 65-year-olds showed that more than half (55 per cent) had booked trips purely based on images they had seen on the social network.

Almost a third (32 per cent) of the more than 2,000 people surveyed also admitted their biggest motivation when picking a location was how nice the photos will look on their Instagram feed.

The research found holiday makers were now taking an average of 2,500 photos during a week’s holiday in a bid to find the perfect shot to post online.

Daniel Young, head of digital experience at easyjet, said: “As people’s attention turns to booking their summer holidays our research shows that they are not only turning to social media to showcase their travels but also to inspire their next adventure in the first place.”

The study found destinations that provided scenic or visually striking backdrops were growing in popularity.

Among the most travelled to destinations were the Northern Lights in Iceland, Italy’s Lake Como and the picturesque Greek island of Santorini.

The findings come as Instagram in particular has been credited with turning hitherto unfashionable tourist destinations into thronging hotspots.

Fewer than 1,000 people trekked up the remote Norwegian rock formation Trolltunga in 2009, yet by January this year the striking outcrop had been tagged in more than 100,000 Instagram photos.

However, the surge in footfall that social media can bring has not been universally welcomed.

Residents of the Scottish Isle of Skye have complained that swelling crowds looking to take photos at its fairy pools are straining local infrastructure and sometimes blocking the path of emergency services.