By Laurie Baratti

TravelPulse

Within the travel trade, most would agree that this past decade has been characterized by social media-fueled tourism, and that trend is not slowing as we enter 2020.

While highly authentic “Live Like a Local” encounters are always cited as being the most in-demand among today’s travelers, data gathered as part of InterContinental ICons Research Study global survey disclosed an interesting inconsistency: The truth is that the “Live Like a Local” approach is more of an aspiration than a reality for most travelers.

Seventy-seven percent of respondents in its study said they feel the need to see (and take a selfie at) their destination’s most popular tourist sites, despite 75 percent expressing the desire to experience the area’s more authentic venues and venture into lesser-known parts.

The same study conducted a social media content analysis to uncover the most Instagrammed sites in popular cities around the globe. Instagram numbers serve as a good barometer for social media engagement, since many millennials and Gen-Z consumers use the app in the same way that people once relived and recorded their personal memories by compiling slideshows, or tangible photo albums, to share with friends and family.

The desire for peers’ online acknowledgment and validation, as well as the portrayal of an idealized image of themselves living an exhilarating and carefree lifestyle, continues to be a big driver. And, what better way to draw attention to your travels than posting a pic of yourself in front of an instantly recognizable, iconic international attraction?

According to the ICons Research Study, 39 percent of global luxury travelers plan to invest more energy into social media when traveling during the coming year, with 55 percent saying they believe capturing content while traveling enhances their ability to enjoy a meaningful experience.