More than 50% of Russians surveyed choose a destination for travel on social media

More than half - 56% of Russians surveyed choose a destination for travel after viewing social media posts. This is stated in the joint study of the social network "VKontakte" and the service "Avito travel", which was familiarized with TASS.

"56% of Russians choose a destination for travel after viewing social media posts. Social media photos of vacation spots help to present the future trip for 46% of respondents. The strongest desire to go to a new place is triggered by real reviews of travelers - they were noted by 37% of respondents," - told experts.

According to research, the visual component is especially important when choosing a place of residence. For 78% of respondents, beautiful photographs of homes and cozy spaces matter; among women, this figure is 84%. More than one-third of respondents, 35%, often or very often retained or began to consider the option of residence in the first place because of attractive photographs.

The most trusted by respondents when choosing a direction is content from friends and acquaintances - 59% of Russians noted it. In the group of 25-34 years, the influence of personal experience is particularly noticeable: 70% of respondents of this age trust friends' content, while 53% trust travelers with real experience. Small bloggers are more likely to be trusted by audiences aged 18-24, while respondents under 18 are more likely than others to take into account the recommendations of large bloggers and celebrities.

The social media impact is particularly pronounced among respondents aged 18-24, with one in three people from this group explicitly saying that content affects where to stay. The most popular forms of recreation among Russians are nature trips - 53% of respondents prefer them, beach holidays - 41%, weekend trips - 39%.

The study was conducted by a survey method in June 2026. More than 1,500 adult Russians took part.

Information source "TASS": https://tass.ru/ekonomika/27873633

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