Research from Heathrow reveals extent of UK’s Instagram obsession, fuelling a major food tourism trend
New research from Heathrow reveals that one in seven UK travellers has chosen a holiday destination based solely on food seen on Instagram
One in five will choose which restaurants to dine in based on what that restaurant’s food looks like on Instagram
New York, Toronto, LA, Singapore, Paris, Rome and Miami among the most Instagrammed food destinations
Research is published in Taste the World report, the most in-depth look at food Instagram trends across the globe
#food, #foodie, #foodstagram, #foodporn, #nomnomnom… half a billion pictures of food have been uploaded to Instagram with these popular hashtags, demonstrating that food is still hugely popular on social media, and now it’s fuelling a huge trend for Instagram food tourism, as revealed in a new food report commissioned by Heathrow.
The survey of 2,000 UK travellers reveals the extent of our Instagram obsession, with one in seven UK travellers choosing a holiday destination based purely on its Instagrammable cuisine and forget review sites, now one in five people (18%) are only researching and choosing restaurants if their food offering looks appetising on social media.
The research, which features as part of the airport’s new Taste The World report, goes on to reveal that over a quarter (28%) of people say they post pictures of what they’re eating when on their holidays and the same amount say they enjoy their holiday more by doing so, clocking up the likes as they go.
Furthermore, 18% of Brits said that they have acquired more social media followers, likes and comments through their #instafood images, with #foodporn and #instafood the most widely used hashtags in food posts.
While many have a keen eye and confidence in taking beautiful food imagery, one in five said that they have decided not to post a photo on Instagram as their photography skills weren’t up to scratch, with a third (32%) saying they would love advice on how to perfect their Instagram food photography.
In reaction Heathrow has appointed Jasmine and Melissa Hemsley as the airport’s Official Instagram Food Ambassadors to share their top 10 tips to taking beautiful foodie snaps guaranteed to smash their ‘likes’ PB every time. See the tutorial video below.
Taste the World features foodie spotlights on 10 of the most Instagrammed food destinations on the planet – including Paris, New York, LA, Toronto, Rome and Madrid as well as what to hashtag and eat when they are there to equip travellers with all they need for the perfect gastronomic getaway. Check out the guide here
Jasmine and Melissa Hemsley said: “We know that now, more than ever before, people will eat with their eyes first, predominantly using their phones to search for and choose dishes and destinations that look the best on a plate.
“We love sharing our culinary adventures and over the years have picked up a few techniques for taking great food snaps. We’re excited to be sharing these tips and tricks with Heathrow passengers travelling to exciting destinations, so they too can embrace the food-photo-sharing phenomenon and start capturing creative, vibrant and appetising images themselves that will be a hit on Instagram.”
Restaurants across Heathrow including The Perfectionists’ Café, The Gorgeous Kitchen and Gordon Ramsey Plane Food are also getting in on the Instagram act, serving up delicious dishes that are highly Instagrammable and inspired by the 10 foodstagram hotspots from the #TastetheWorld guide.
Heathrow’s Head of Food and Beverage, Ben Crowley, said: “With a third of British people eager to improve their food photography skills, we are delighted to be partnering with Hemsley + Hemsley to celebrate great food across the world. With our wide range of restaurants and exciting dishes, Heathrow is the perfect playground for budding food Instagrammers to brush up on their abilities before they reach their food destination.”