Social media can make a holiday look picture-perfect, but for some travellers the reality doesn’t always live up to the hype.
New figures show 27% of Gen Z (18–28) say their holiday didn’t match what they saw online, while 20% of Irish travellers have been left disappointed by a destination because it looked different on social media.
New research¹ commissioned by Multitrip.com and carried out by Opinium found that 16% of Irish holidaymakers have bought or booked something to do on holiday purely because it looked good on social media. However, more than a quarter (26%) say they prefer more honest, unfiltered travel content from influencers or brands.
The pressure to create the perfect holiday image is particularly strong among younger travellers. Almost a quarter of Gen Z holidaymakers say they have felt stressed trying to take good holiday photos for social media, compared to just 3% of Baby Boomers (61–79). More than one in 10 (11%) Irish holidaymakers have also edited, filtered or staged photos to make a trip look more glamorous.
The findings serve as a reminder to holidaymakers that, while they can plan their perfect trip, they should also be prepared for the unexpected.
Jason Whelan, MD at Multitrip.com, said: “Social media has become a big part of how we discover and plan our holidays, and it’s easy to get caught up in finding the perfect destination and trying to get the perfect photo. But while we can prepare so much of our holiday in advance, we can’t always anticipate what happens once we’re away. That’s why it’s important to think about the unexpected, such as a medical emergency or lost luggage, and make sure you have appropriate travel insurance in place before you travel.”
Source
¹ Online survey of 1,000 Irish people who holiday abroad at least once a year, carried out by Opinium on behalf of Multitrip.com. The survey was conducted from 27 March–1 April 2026.
