There’s no shortage of user-generated content (UGC) on social media that keeps friends and family updated and allows users to save a snapshot of their experiences; two thirds say they post about their holiday on social media, with 4 in 10 posting whilst on holiday.

This is having a huge impact on holiday-goers’ decisions. Consumers are actually more likely to discover travel destinations through the content their peers are sharing on social media - whether that’s photos/videos (37%) or recommendations (32%) - than they are via branded travel ads (24%).