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.

While many travellers now expect immersive experiences as part of their holidays, some intrepid individuals are demanding more – adventure. Secret Compass provides extreme escapes to remote jungles, deserts, and polar regions. But why are people venturing to the ends of the Earth for a vacation?

There's been a decline in the popularity of clubbing holidays among Gen Y, as they prefer to go on new experiential holidays – often fuelled by social media, rather than the desire for booze-filled breaks. Instead, they're updating their cultural CVs with snaps of their holidays on social media.

In 2011, Murad Osmann posted an Instagram shot of his girlfriend leading his hand through a door in Barcelona. That photo led to a project that has brought them millions of followers, a book deal, and a TV show. But how exactly did a few holiday pics launch such an influential travel brand?