More than a third of British parents consider how their holiday destination will look before booking family holidays

For many families, now is the time to bag a great deal on their summer holiday, but it seems that it’s not just the price, which is a motivation when it comes to finding a perfect holiday destination. Social media and the “bragging factor” is influencing where we choose to take our holidays and short breaks, according to new research by boutique aparthotel group Roomzzz.

The recent study of 2000 parents showed that parents are choosing short break and holiday destinations based on how good they will look on their social media feeds.

33 per cent of parents questioned admitted to choosing a holiday destination based on how good it looks on social media, with a whopping 71 per cent of all Londoners agreed that this was one of the most important factors when choosing a holiday destination.

And it appears who we holiday with is also changing, with almost a third of people admitting to now travelling with extended family and friends. Londoners again magnified this trend with 56% of them saying they holiday with grandparents and friends.

Don’t despair, although we might like to keep up with the Jones’ on our social media feeds, it seems our hearts are in the right place when it comes to why we take our families on short breaks or holiday, with having a ‘break from the norm’, ‘creating lasting memories’, ‘strengthening family bonds’ and ‘giving them a cultural experience’ all being the top answers. But interestingly it seems Scots are the most passionate about offering their children a cultural experience with more than 48 per cent of respondents choosing this as a reason they travel.

Psychologist Donna Dawson, says:
“The research shows that we want our choice of holiday destination to reflect well on us, by winning the approval of friends and acquaintances on social media. There is a competitive edge to social media where we vie with others to show how happy and successful we are – human nature relishes a little envy from others when it comes to making life choices, as that reinforces that our choices were good ones. However, we do realise that it’s all a game, and that the best holiday experiences actually come from sharing them with the people closest to us, our children and extended family. In the end, creating lasting memories and strengthening family bonds are more important to us.”

Roomzzz pioneered the Aparthotel concept launching its first development in 2006 in Leeds. I’ve stayed in the one in Manchester and I can definitely see the benefit of staying in this type of set up with family as it is a home away from home.