When travel content influences the influencers

The influence of social media on travel decisions weakens sharply with age, according to a survey of leisure travelers by Phocuswright. Across all six countries surveyed, younger travelers aged 13 to 34 are by far the most likely to say that visiting destinations they have seen on social media describes them well or very well. In the US, that share reaches 46% among the youngest group, before falling to 39% for those aged 35 to 54 and just 8% for the 55-and-over cohort. The same steep decline holds elsewhere: in the UK, it drops from 37% among the youngest travelers to 9% among the oldest. Italy stands out as a partial exception, where the 55+ group registers 16%, roughly double the equivalent figure in most other markets.