The survey analyzed different habits of Italians and foreigners regarding the relationship between travel and social media. And it has emerged, for example, that Italians, even if in small steps, are less and less influenced by social media when it comes to choosing their next travel destination. If two years ago the percentages between those who let themselves be influenced online to decide where to go and those who didn't were almost equivalent (47% yes and 48% no), today the difference is slightly growing, with 51% of those interviewed declaring that they have never changed their mind about a place to visit because they were fascinated by what they saw on social media, compared to 44% of those who said they instead let themselves be convinced by their trusted guru.
For further information on Insider: The weather is the new travel planner for Italians
The reasons that push Italians to "study" their next trip on social media vary from the search for inspiration and hidden gems (36%) to the desire to see what an experience or place really looks like before booking (20%), up to the possibility of measuring the "approval" of the destination or type of trip by similar people (10%). 9% of respondents, however, are completely uninterested in social media when they book a trip.
See also: The 30 most popular castles and royal palaces in Europe, the 2026 ranking: 3 are in Italy
While travelling, 75% of those interviewed post the landscapes they have visited on social media, while 53% post their activities and experiences. Foodies who would immortalize every dish represent 45% of the sample, and 35% don't give up a selfie. If we look at the propensity for authenticity, then, 37% of the sample is not inclined to talk about a trip or experience that they didn't like in a positive post, while 29% would not give up showing positive content online, even if not satisfied.
For further information on Insider: Traveling in the era of scrolling
Looking then at generational habits, Gen Z is the one who most often chose a travel destination based on social media trends (61%). At the other extreme are the Boomers: 69% have never been influenced by what they saw online for a trip.
See also: Quietcation holidays, here are the 10 quietest European islands (one is in Italy). RANKING
If it is always Gen Z who are most happy to post landscapes (91%), experiences (75%), dishes (64%) and selfies (61%), when it comes to documenting accommodation, hotels or holiday homes, it is Millennials who take the scepter of posts (32%). Not only that: Millennials are the generation that, more than others, would remain "always on" even on holiday (22%), while Gen Z would consult social media while traveling every now and then (80%) and Boomers would take the opportunity to treat themselves to a digital detox (15%).
Authenticity, on the other hand, is the prerogative of Generation X: they are the least likely to make a positive post about something they didn't like (40%). Gen Z, on the other hand, is the one most likely to give in to an online story that is still favorable, even if dissatisfied (50%). Analyzing what is searched for online and at what age, it emerges that Gen Z is looking for hidden gems (45%), Millennials are looking for approval from their peers (12%), Boomers are not interested in conversations on social media (20%).
The comparison between genders, however, underlines that Italian female travelers are influenced by social media more often than travelers in choosing their destination (46% compared to 53% of men, who have never re-evaluated their destination on the advice of the network). Furthermore, women are more likely to always use social media even on holiday (21% compared to 18% of men) compared to male travellers, who prefer digital detox (15% compared to the 10% declared by the interviewees).
Finally, observing trends at an international level, Italians are those who, more than other nationalities, would look at social media once a day (57%), compared to Germans and Americans who would never give up going online (34% tied). Furthermore, their compatriots rank third in the "race" to discover hidden gems (36%), behind the Portuguese (42%) and the Spanish (40%).
Read also: The strongest passports in the world for visa-free travel. THE RANKING
