FlightHub has released a new survey, revealing that searching for the perfect picture to post on social media is increasingly significant in influencing vacation destination choices among younger Canadians.

The survey, which polled 2,000 individuals, found that 45% of Gen Z respondents admitted to choosing specific locations solely for the purpose of posting on social media. Similarly, 38% of Millennials reported selecting their entire travel destinations based on the pictures they would be able to share online.

“These numbers indicate that Canadians are redefining their travel priorities when choosing their next holiday destination,” FlightHub CEO Henri Chelhot said in the announcement. “While we often associate travel with discovering new cultures, food tasting, sightseeing, or creating memorable moments, social media is in fact now fully embedded into what makes the travel experience.”

The survey further highlighted generational differences in the importance placed on social media during travel. Around 40% of Millennials and Gen Z admitted to choosing activities while on trips precisely to capture shareable content. In contrast, only 11% of Baby Boomers indicated that they considered potential social media posts when planning their holidays.

Additionally, 38% of Millennials and Gen Z respondents acknowledged selecting travel destinations to make their friends and acquaintances envious, compared to just 9% of Baby Boomers and 24% of Gen X.

When it comes to sources of travel inspiration, friends and family continue to hold sway among Canadians, with 67% citing them as the top influence. However, social media platforms like Instagram and TikTok are gaining ground, particularly among younger generations. Travel blogs also make a significant impact, ranking second at 42%.

Despite the growing emphasis on social media, the survey found that spontaneity and novel experiences still appeal to most Canadian travelers. 

90% of respondents indicated a love for unexpected fun moments during their trips, and 72% actively seek out unique experiences. Nonetheless, traditional tourist attractions maintain their allure, with 90% of those surveyed stating they like to visit at least one during a trip.