It’s rare nowadays to reach a destination having done zero research. Even if you’re not actively searching for things to do and places to go, there’s a good chance the algorithm will feed you snippets on TikTok or Instagram Reels anyway.
While it’s comforting to know all the practical information – like directions, or public transport options – is in your pocket at all times, it certainly takes away some of the magic of travel that comes from spontaneity.
In fact, some 68% of travellers have found that a destination they had never been to before already felt familiar because they had consumed so much content about it online.
The Hint App survey, which polled 10,684 adults across Europe, the UK, the US, Canada, Australia and Latin America, revealed that 74% of tourists “research destinations so thoroughly that few genuine surprises remain once they arrive”.
A further 64% said they recognised landmarks and viewpoints thanks to their search across social media platforms.
