Influencers are losing their influence with their travel advice, according to a survey of Australian travellers.
The reason: Dream trips portrayed by influencers often don’t measure up to the hype.
The research reveals that while one in three Australians still take travel inspiration from influencers, more than half walk away underwhelmed.
Travel insurance provider Insure&Go found the reality for many was “far from the glossy, filtered posts flooding their feeds”.
One third (35%) of survey respondents have booked a holiday in the past year based on inspiration from social media influencers – via platforms like YouTube, TikTok and Instagram.
But trust is being eroded when it comes to influencer recommendations. The survey found only 43% of influencer-inspired trips lived up to the hype.
This disillusionment spans all generations, showing that the gap between Instagram fantasy and real-world travel is striking Australians young and old alike.
Almost half (47%) of all respondents now believe that influencers can’t be trusted and are just “selling something”.
David Mayo, Insure&Go commercial & marketing director said, “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.
“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,” Mayo added.