Choose between Bali and Barcelona? Better to consult Tiktok. For millions of young French people, social networks are no longer just a distraction: they have become the main engine of their travel decisions. According to a study conducted by Babbel From 1000 Francophones, 43 % of generation Z members say they have selected their holiday destination according to what they saw on the networks. Instagram, Tiktok or Youtube thus become the new tourist guides … with filters included.
Social networks, real summer compasses
The scene is familiar: a viral video of a heavenly corner, a carousel of photos licked with a wild hike, a Turquoise beach story. And suddenly, the decision is made. Whether in the sea, in the mountains or in the city, the young generation consults above all its feed. The phenomenon does not stop there: 42 % of young people even say they are publishing more during the holidays, while 19 % admit to feeling obliged to stay connected, even far from their home.
The platform Babbelspecialized in language learning, has highlighted this major evolution of behavior: travel is now a shared experience even before being lived. Malcolm Massey, French teacher at Babbel Live and content creator, sums up this transfer: “The holidays are used not only simple getaways; These are scenes where generation Z can explore new people“. According to him, young people use the trip as an identity lever, a personal laboratory where they test another version of themselves-and above all, that they display online.
This transformation also modifies the way of approaching the change of scenery. 50 % of young people questioned say they learn the local language before departure. The most motivated? 18-24 year olds, who are 77 % to prepare linguistically, against only 22 % among those over 65. However, despite this desire for adaptation, 29 % declare that they have already canceled or modified their plans because of the stress linked to the language barrier.
When Tiktok becomes the Travel Agency for the Z generation
What could have seemed anecdotal becomes a global trend. An international study signed Yougovconducted in 25 countries, reveals that 84 % of young people from generation Z recognize being influenced by social networks when booking their holidays. This influence goes beyond simple mimicry: it shapes expectations, desires, and even the way young people experience the journey.
The prized destinations are no longer solely dictated by agencies or last minute offers, but by what is “Instagrammable”. The search for the perfect spot to photograph sometimes takes precedence over the experience itself. A rocky peak seen in a story, a colorful village that has become viral, a well -framed waterfall … and a new wave of tourists are coming.
- 43 % of young French people in Gen Z choose their destination via networks;
- 50 % learn the local language before leaving;
- 42 % publish more during the holidays;
- 29 % modify or cancel their plans because of linguistic stress;
- 84 % of young Worlds are influenced by networks for their travels.
For tourism professionals, these figures are not trivial: the destinations must today sell visually before they even live. And in this new landscape, each shared cliché is a change of scenery … or a formidable marketing argument.