How Americans Use Social Media on Vacation

Apr 01, 2018

What:
The recently released 2018 Alamo Family Vacation Survey explores how work and social media are a part of the family vacation experience.

Why It Matters:
According to the survey, 59 percent of Americans work during family vacations (most respondents say this is to avoid returning to a mountain of work). Social media use is also affecting clients’ vacation experience; 37 percent of respondents admit to using social media either the same amount or more when on a family vacation, while nearly 23 percent of respondents have seen social media ruin a family vacation. Travel advisors should remain aware of these competing forces by scheduling plenty of free time and ensuring Wi-Fi access during a trip. However, if clients want to unplug, advisors should discuss strategies for that, too.

Fast Facts:
- More than half of respondents (51 percent) say they feel guilty about taking work off because colleagues have to take over their job responsibilities.

- Only 37 percent of respondents completely unplug from work during vacation.

- Forty-three percent of respondents wish they could take a vacation from being on social media, with millennials (53 percent) and parents (48 percent) reporting the most fatigue.

- Thirty-three percent of millennial feels pressured to post photos during vacation to show that they’re having a good time.

- More than one third of millennials reported being influenced on where to go or what to do on vacations based on how it might look on social media, while 60 percent of millennials report that their vacations are influenced by social media.

- Families are most likely to use Facebook during vacation (65 percent).

What They Are Saying:
"Our research shows that the majority of U.S. families believe the biggest benefit of taking a family vacation is spending time together," said Rob Connors, vice president of brand marketing for Alamo Rent A Car. "But many people aren't taking full advantage of their relaxation and quality time together on vacation because they're distracted by work and, more recently, by social media."