Instagramable holidays / Instagram and Facebook can greatly influence the decisions of younger people, in particular where they choose to go on holiday. A 2018 report on how social media is impacting tourism, from London-based currency exchange company WeSwap, found that 37% of 18- to 34-year-olds have had their holiday destination influenced by social media. Social media is a source of inspiration for travellers, but being able to populate your social media feeds with cool content also makes travellers choose one destination over another. The same study found that 31% of participants believe that being able to post travel images online is just as important as the holiday itself. What German Rail has tapped into here is that live experiences and social media are intrinsically linked, that what happens on one, influences the other.
Price relativity / What German Rail does so well here is not just frame its local destinations as attractive social media fodder, but it shows how they are cheaper than destinations that you have to get to by plane. By positioning the German Rail standard price next to an exceedingly higher cost for a foreign air-travel alternative, suddenly the 19 euros to enjoy a staycation seems a lot more exciting and appealing. It’s allowing people to have a fun picturesque holiday that makes their friends envious while also allowing them to save some money for a rainy day.
