Scrolling, Saving, Spending: How Instagram Became My Travel Agent

I’ll be the first to admit it – my travel decisions these days are basically curated by a endless stream of Instagram reels and carefully curated travel posts. Influencers like @bruisedpassports and @anunaysood have become digital travel gurus. Gone are the days of trusty Lonely Planet guides or family recommendations. Now, my wanderlust is entirely dictated by what flashes across my screen, one swipe at a time. And, I’m not alone.

According to a report MakeMyTrip released, between June 2023 and May 2024, there’s been a 32% increase in the number of Indian travellers who took more than 2 international trips in a year.

The pandemic changed everything. Locked inside our homes, we didn’t just dream about travel – we obsessively collected it. My camera roll became a digital vision board of breathtaking landscapes, street food adventures, and picture-perfect moments from every corner of the globe. Vietnam’s misty rice terraces, Japan’s neon-lit streets, Bali’s serene beaches – they weren’t just destinations anymore. They were goals, carefully bookmarked and meticulously planned through countless saved posts.

What’s fascinating is how dramatically this has transformed travel for my generation. We’re no longer travelers; we’re content creators in training. Every potential trip is first evaluated through the lens of “This would look so good on my Instagram feed.” The spontaneity of travel has been replaced by a calculated approach of recreating those viral moments we’ve been saving all year.

Take Vietnam, for instance. Five years ago, it wasn’t on most Indians’ travel radar. Now? It’s become a top destination, especially for budget travellers. Influencers showcasing affordable luxury, street food adventures, and those impossibly photogenic landscapes have completely reshaped our travel imagination.

The Vietnam National Authority of Tourism reported a staggering 392,000 Indian visitors in 2023 – a more-than-threefold increase from 2019, largely driven by influencer content that made the destination feel both exotic and accessible.

The same goes for Japan – once perceived as an expensive, distant dream, now feels accessible and aspirational thanks to carefully curated content that makes every traveler feel like they can navigate Tokyo’s streets with ease. In fact, Hong Kong and Japan were amongst the top luxury travel destinations for Indians this year, according to a survey by Agoda.

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But here’s the complicated part – this Instagram-driven travel culture comes with a double-edged sword. On one side, we’re more informed than ever. Detailed itineraries, budget breakdowns, hidden gems – all available at our fingertips. No more guesswork about where to eat, what to see, or how much money to carry. Influencers have essentially become our digital travel consultants.

On the flip side, there’s a darker financial narrative brewing. The fear of missing out (FOMO) has never been more real or more expensive. I’ve watched friends maxing out credit cards, taking personal loans, just to chase those picture-perfect moments they’ve been saving all year. It’s no longer about saving up and waiting for the right time – it’s about experiencing it now, regardless of the financial strain.

The post-pandemic travel boom has only amplified this. After years of being confined, people are willing to stretch their budgets beyond reason. A trip that might have seemed extravagant earlier now feels like a necessary life experience. Influencers have masterfully tapped into this collective desire, making travel feel not just desirable, but almost mandatory.

What we’re witnessing is more than just a travel trend. It’s a cultural shift where experiences are measured in likes, shares, and the ability to recreate that perfect reel. The authenticity of travel is increasingly being replaced by its performative aspect.

Don’t get me wrong – I’m as guilty as anyone. My next trip is already a carefully curated collection of saved posts, each destination vetted through the lens of my favourite travel influencers. But somewhere deep down, I can’t help but wonder: While I’ve always loved travelling, thanks to all the trips my parents took us on, how much has my social media consumption really affected this seemingly never-ending wanderlust?