15% of Spanish travellers have organised a trip inspired by online content

Social media and digital media form part of the inspiration process for Spanish travellers, although they are not always perceived as a decisive factor when choosing a destination. According to an international survey by multimodal booking platform Omio, conducted by YouGov among 7,567 people from Spain, Italy, Germany, the United Kingdom and the United States, 15% of Spaniards say they have organised a trip around places, activities or experiences discovered online.

However, only 6% consider social media trends or popular online content to be a relevant factor when planning their holidays. The data therefore point to a nuanced relationship with digital inspiration: online content can spark ideas and help people discover new options, but the final decision remains primarily linked to personal interests and recommendations from people close to them.

Spain leads Europe in recreating trips seen online

Spanish travellers stand out particularly for turning digital inspiration into concrete plans. 11% say they have recreated an itinerary seen on social media, digital media or other online platforms, the highest percentage among the countries analysed.

Spain is ahead of Italy and the United States, both at 6%; Germany, at 5%; and the United Kingdom, at 3%. The result reflects a particular relationship between Spanish travellers and digital content as a source of ideas for organising their holidays.

This behaviour is even more common among younger travellers. 35% of Generation Z in Spain acknowledge having recreated itineraries seen online, compared with 11% of travellers overall. In addition, 24% say they have planned a trip around places or activities discovered on the internet.

Social media does not necessarily replace personal decision-making, but it can serve as a discovery tool. Through these platforms, travellers find places, activities or experiences that they later incorporate into their own plans.

Personal recommendations remain more influential

Despite the role of digital content as a source of inspiration, personal recommendations still carry more weight when choosing a destination. 19% of Spaniards say they have chosen a holiday destination because someone in their circle, such as friends, family or work colleagues, recommended it.

This figure is three times the influence of recommendations from online sources, such as content creators or other digital references, which account for 6%. The data show that, when it comes to making a decision, the opinions of people they know continue to inspire more confidence than internet trends.

The difference also helps explain why online content does not appear among the main factors cited for planning a holiday. A destination may attract attention thanks to a post or an itinerary shared online, but the final choice depends more on its connection with personal interests and on trust in the recommendations received.

From viral destination to a more personal experience

The study also reflects a willingness among Spanish travellers to move away from the most popular destinations when they feel these are too exposed or overcrowded. 18% say they have avoided a destination because it was too busy or overexposed.

Another 18% say they have actively sought less well-known or less crowded alternatives. These figures point to travellers who not only want to discover new places, but also seek more personal experiences, away from the pressure to follow fashionable destinations.

In this context, digital inspiration can have a dual effect. On the one hand, it helps bring certain places and activities to people’s attention. On the other, it also makes it possible to find different options and build plans that move away from the most popular routes. Ultimately, the decision depends on each traveller’s preferences.

Generation Z combines social media with personal interests

The influence of social media is more visible among younger travellers, although their decisions are still primarily guided by their own interests. 51% of Generation Z in Spain identify their personal preferences as one of the most important factors when planning a trip.

At the same time, this generation displays behaviours more closely linked to the digital and social aspects of holidays. 30% have recreated itineraries seen online and 23% have organised trips around places discovered on the internet.

In addition, 19% say they chose when to visit in search of better photographs, while 13% say they have felt pressure to document or share their trips. These figures show that social media is involved not only in discovering destinations, but also in how some experiences are planned and lived.

The generational difference does not mean that digital platforms determine all young people’s trips. Rather, it indicates that they have a more prominent presence in the early stages of the process, from searching for ideas to selecting activities and deciding how to share the experience.

Personal preferences are the main factor

Despite the growth of digital content, individual interests remain the main driver of travel decisions among Spaniards. 60% identify their personal preferences as one of the most important factors when planning their holidays.

Budget ranks second, at 48%, while practical considerations, such as ease of organisation or travel, are relevant to 35%. The data place online trends in a secondary position compared with personal motivations, financial means and travel convenience.

Facundo Viguie Aleman, Omio’s CMO, believes that travellers are rejecting the pressure to follow trends and conform to the norm. “Most travellers are not trying to follow the digital hype, but are instead opting for trips that genuinely respond to their individual needs,” he said.

In his view, social media can spark ideas, but it is personal passions and recommendations among peers that ultimately drive booking decisions. In this process, platforms such as Omio aim to help turn initial inspiration into a trip tailored to each person’s needs.

The survey’s findings therefore paint a picture of Spanish travellers who are open to discovering destinations and activities through the internet, but not necessarily willing to follow every trend. Social media inspires, digital content facilitates discovery and online itineraries can become real plans. Even so, the final choice still depends above all on personal interests and the trust offered by recommendations from people close to them.