The golden era of ‘Insta-perfect’ holidays may be coming to an end. According to new research by the group travel company WeRoad, today’s travellers are prioritizing purpose, connection, and personal growth over picture-perfect backdrops. Kind of anti-Instagram travel!

In a survey of 5,000 WeRoad customers, only 0.37% said they chose their travel destination because it looked “Instagrammable.” That’s a sharp departure from the travel trends of the last decade, where social media often dictated where people went and what they did.

But the most striking insight?

A growing number of travellers are actively distancing themselves from digital distractions altogether. Nearly 26% said they intentionally disconnect from social media while on the road, while a whopping 61% revealed they’ve either tried a digital detox or plan to do so on a future trip.

“The future of travel isn’t about showing off; it’s about showing up—for yourself, for others, and for the world,” said Justyna Chlopecka, UK Marketing Manager at WeRoad. “We’re witnessing a shift toward travel with purpose, connection, and growth. Modern travellers are less filtered, and more fulfilled.”

WeRoad, an Italian scale-up specializing in solo group travel, believes this transformation goes deeper than just screen fatigue. The brand’s internal data paints a broader picture of what motivates today’s explorers.

Forget the cliché of sunbathers sipping cocktails on white-sand beaches — only 14% of WeRoad travellers said they travel to relax and disconnect. Instead, 45% are motivated by personal challenge, while 15% specifically travel to escape the digital world.

This evolving mindset reflects a growing desire for authentic experiences and real human connection. Travellers are swapping social media validation for moments that foster self-reflection, cultural exchange, and growth.

The Rise of ‘Connection Travel’

This trend is part of a larger movement often referred to as “connection travel” — where people seek experiences that offer emotional depth, cultural immersion, and personal transformation. It’s especially appealing to younger generations who increasingly value mental well-being, community, and sustainability over surface-level tourism.

As the digital detox trend grows, tour operators and destinations may need to rethink how they market travel. It’s no longer about hashtags and highlights — it’s about helping travellers rediscover meaning.

What This Means for the Travel Industry

For brands, this is a wake-up call: experiences trump aesthetics. Travel companies that design trips around growth, learning, and genuine social interaction will likely find greater success with modern, conscious travellers. anti-Instagram travel

WeRoad’s data is clear: the age of travel for the ‘Gram is fading, and a new era of travelling for the self is taking its place.