I'm planning a trip to Europe. Is it dumb to take travel advice from influencers?

By Aditi Shrikant

'How can I tell if something is a real experience in my price range?'

"I primarily see people with itineraries that I deem unrealistic."

Dear Dollar Signs,

I want to travel to Europe for a few weeks this spring, but I want to make it as affordable as possible. I'm sorting through a lot of advice right now. With the overwhelming amount of travel accounts on TikTok, Instagram and blogs, how do I identify activities and recommendations within my price range?

I primarily see people with itineraries that I deem unrealistic. I am under the impression that influencers have access to more experiences because of their status, and are paid for appearances or advertisements. It can be hard to identify what is accessible to the common person versus an influencer. I am also under the impression they get better access - better tables, fewer lines, reservations - to experiences because of their influencer status.

Basically, how can I tell if something is a real experience in my price range, and what is something that is pretty much only fun and affordable if you're an influencer?

Not Under the Influence

If you're just starting out on your money or career journey and have questions about how to navigate your finances, we want to hear from you. Write to Dollar Signs, MarketWatch's new advice column, at dollarsigns@marketwatch.com.

Dear Uninfluenced,

We unfortunately exist in a timeline where too many people - and influencers especially - act as stealth advertisements. I can understand your frustration in seeing travelers in your social feeds, who often present themselves as relatable and living a similar lifestyle as you, recommending swanky accommodations and picture-perfect experiences that are outrageously expensive.

And of course, traveling has gotten more expensive. In September, airfare was 22.4% higher than it was at the same time last year, according to the U.S. Travel Association. And hotel prices were 4.3% higher.

You might think, "There's no way that this influencer got all of this paid for," but the harsh reality is that they most likely did. Of course, if you see hashtags like #ad, #sponsored, #paid or #paidpartnership on a post, that means it's an advertisement. But hashtags featuring a hotel or resort name, or even a slogan, can also mean that they are getting paid to post. And if the creator only offers praise, and doesn't mention any costs or drawbacks, then that could also signal this is more an advertisement than an honest review.

And it's not going to stop anytime soon. Credible, high-quality content does drive travel-related purchasing behavior, according to a 2025 paper by the National Library of Medicine. Social media influences more than $7 trillion in global travel spending, according to data from Skift. How? Well, one in three travelers have booked a trip inspired by an influencer's content, according to 2025 data from Influencer Marketing Hub, and 61% have booked a hotel after seeing it on Instagram.

Many of these influencer posts are an illusion. And once you swallow that bitter truth, it'll be much easier to take a sharper eye to their content, which seems endless.

Digging through the advice

That doesn't mean you need to dismiss a travel influencer's recommendations entirely, however. The best way to digest influencer content is to treat it like a commercial, and use that knowledge to make informed decisions, says Jeremy Tarr, the digital editorial director at Fodor's Travel.

"A commercial might inspire you, but you also have to understand that's not the experience you're going to get," he says. "If you see something that makes you want to pack your bags, follow that gut - but do research, as well."

So if you see an influencer in a swanky hotel, for example, know that they are probably being paid to post content of what is likely one of the nicest rooms on the property. If you're booking on a budget, you'll need to consider more humble accommodations..

"Look at what the most basic room with the worst view looks like," Tarr says. "If you're looking at a hotel in Greece and [an influencer] has an ocean view, that is already an elevated room. The most basic room is usually the garden view, and the price difference can be literally hundreds of dollars."

That influencer's hotel might still be a good option based on amenities and location, but you should manage your expectations based on what the lowest-priced rooms look like.

Smart travelers should also shop around for the best price on a hotel or flight before making a decision, and book one to three months in advance. You might also get a better deal if you pay in full through the hotel's website, as opposed to a third-party site like Hotels.com or Booking.com, Tarr says, but you'll have to commit to the date.

"They give you a discount for paying up front," he says. "That usually means you can't cancel so you either have to be 100% you're going or get trip insurance."

Take recommendations with a grain of salt

When it comes to dining, I would argue that many spots that have a heavy influencer presence are not worth it. Not because they aren't good, but there is likely something comparable or even better down the street, with no wait time - and potentially lower prices.

"If you show up somewhere and there is a line down the block, you should skip it," Tarr says "There will be other versions of that - more authentic experiences that haven't been tried by the masses."

And keep in mind that influencers have an easier time getting into restaurants with impossible-to-get reservations than people like us do, so our experience wouldn't be similar to theirs, anyways. If I was able to waltz right into NYC's coveted Carbone without a reservation, I probably wouldn't think it's a cheesy, overpriced experience, either.

"Most restaurants aren't worth jumping through hoops," Tarr says. "Going to the trendiest place isn't going to give you the best food or best atmosphere."

As for booking flights, you should also be wary of what travel "hacks" people claim save them money. Many TikToks users swear that the ideal time to search for flights is 3 a.m. on a Tuesday, for example. But this isn't true anymore, according to Katy Nastro, a spokesperson for flight-tracking app Flighty.

"Decades ago airlines did load schedules/fares online for purchase all at once, typically at the beginning of the week, often resulting in the best fares available on Tuesday," she says. "That has now proliferated into a myth that won't quit, yet it isn't actually helpful in today's algorithms, as airlines price in real-time based on inventory."

However, she adds, Tuesday and Wednesday do tend to be more affordable days to fly.

And while booking a flight between one and three months in advance is still legitimate advice, there also is such a thing as booking too far in advance.

"Airlines don't price competitively to start, since they have an ample amount of time to adjust based on demand and inventory," she says. "If they priced too low initially, the flight would sell out and they would have missed the opportunity cost of selling at a higher price."

And, of course, buying too late is never a great idea, as those tickets are usually priced for passengers who need a last-minute ticket and are willing to pay more.

If you're traveling in a group and don't care about sitting next to one another, you could save money by searching for a solo ticket, says Derek Cann, a marketing executive at flight-tracking app Going.

"If only two seats remain at the lowest fare, searching for four people can return the higher price for everyone," she says. "Comparing the individual price with the group price can reveal that difference."

You can check out more tips for saving money while traveling - such as "destination dupes," smart ways to use AI or when using a human travel agent can actually cut costs better than a chatbot.

An influencer's TikTok or Instagram is a starting point. If the destination they are posting excites you, absolutely look into it. Just do a little research, and don't expect the ocean-view suite.

Write to Dollar Signs at dollarsigns@marketwatch.com.

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-Aditi Shrikant

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10-28-26 1430ET