In the age of Instagram, a good holiday is often measured by the quality of its photos. A study from the University of Georgia shows that social media appeal plays a powerful role in holiday destination decisions, and that the anticipation of online attention can predict where people will want to go.

With 60% of Gen Y travellers saying they’ve chosen to visit a destination because of Instagram, VisitScotland is refocusing its efforts with a digital emphasis to attract this cohort. How is its canny use of social media tapping into a younger generation’s desire for immersive, unique experiences?

Buying a house may be considered a key life goal, but it seems like Gen Yers are looking elsewhere, with research suggesting they prioritise travel over getting on the property ladder. And these attitudes are reflected in their spending, as they continue to splash out on fulfilling their wanderlust.

A holiday used to be a two-week affair once a year. But with always-on lifestyles and enticing getaways at the click of a button, Britons are escaping the daily grind in shorter stints, more than ever before. So how can brands tap into the UK’s newfound passion for bite-sized getaways?