Aussies Losing Trust in Social Media Travel Inspiration as Influencer Fatigue Grows
Australians are turning away from social media influencers when planning their holidays, as many discover that the dream destinations promoted online don’t live up to the hype.
New research commissioned by travel insurance provider Insure&Go reveals that while one in three Australians (35%) booked a trip in the past year based on influencer inspiration, more than half (57%) were left disappointed by the experience.
The survey of 1,000 Australians found that trust in influencer travel advice is waning, with almost half (47%) of respondents believing influencers can’t be trusted and are simply “selling something.”
The findings come as social media continues to play a major role in shaping travel decisions. Australia has 20.9 million social media user identities, with 78 per cent of the population logging in daily and spending nearly two hours a day online. TikTok now ranks as the top platform for time spent, and more than half (58%) of Australians admit their travel and purchase decisions are influenced by what they see on social media.
However, the research shows that the reality often fails to match the glossy images. Only 43 per cent of influencer-inspired trips lived up to expectations. Disappointment was widespread across age groups, with 61 per cent of over-50s and 52 per cent of under-30s saying their holidays didn’t measure up.
Men were found to be more likely than women to follow influencer travel advice (40% compared to 30%), but they were also more likely to be disappointed — 65 per cent of men said their trip didn’t live up to the online portrayal, compared to 43 per cent of women.
Insure&Go’s Commercial and Marketing Director, David Mayo, said the findings show Australians are becoming more discerning about the content they consume.
“Social media still inspires wanderlust among a third of Australians, but many are learning that travel decision-making requires more than just stunning shots online,” he said. “With nearly half of respondents saying they don’t fully trust influencer content, it’s clear that many are starting to prioritise substance over selfies.”
The study also uncovered a worrying trend among younger travellers. One in five Australians (19%) admitted to risking their safety for the perfect photo, with that figure rising to 37 per cent among under-30s. Men were again more likely to take risks than women (24% versus 14%).
“Travel insurance exists for when things go wrong – but ideally, we want Aussies to avoid preventable risks altogether,” Mayo said.
As influencer fatigue sets in, Australians appear to be rethinking how they plan their getaways — turning away from filtered feeds and towards more authentic, well-researched travel experiences.
