Study finds social media has less influence on Portuguese holiday choices

Fewer Portuguese travellers say social media has persuaded them to visit a destination they had not planned to see.

By Tereza Pedro, in News, Travel · 29 Sep 2026, 16:33 · 0 Comments

Credits: Unsplash; Author: Rakibul Hasan Razu;

In a new eDreams survey, 38% said they had made a trip for that reason, down from 49% in 2024. Most respondents, 58%, said they had never done so.

The results suggest that, while social media remains part of planning and sharing a holiday, many people are more selective about the influence it has on their destination choice.

The difference is particularly clear among older travellers. Of those aged 55 to 64, 71% said they had never chosen an unplanned destination because of social media. The figure was 69% among people over 65 and 67% among those aged 45 to 54.

Positive content

What people post about their own holidays tells a different story.

More than half of Portuguese respondents, 54%, said they would probably share positive content even if the trip had been disappointing. That has risen from 45% in eDreams’ 2024 survey. Portugal was the only country in the latest study where a majority said they would be likely to post positively in those circumstances.

Landscapes are easily the most popular subject for holiday posts, chosen by 88% of Portuguese respondents who share travel content. Experiences and activities followed at 66%, then food at 59%. Half said they share selfies or other personal photographs, while 41% post pictures of their hotel or accommodation.

Active use

The survey also looked at how often people use social media while they are away.

Just over half of Portuguese respondents, 53%, said they check it only once a day on holiday and less often than they do at home. A further 33% said they continue to use it regularly, while 10% prefer to disconnect completely.

For those seeking ideas for a future trip, lesser-known places have the strongest appeal. Asked what kind of travel content catches their attention, 42% chose places that feel hidden and authentic. Realistic videos and photographs of hotels, beaches or activities came next, at 22%, followed by recommendations from people with a similar travel style and budget, at 13%.

Only 7% chose viral or particularly spectacular posts as the content most likely to make them want to visit a destination.

Social media is still present before, during and after a holiday. But the eDreams findings suggest that a post alone is less likely to change where Portuguese travellers decide to go.