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Brits are ‘overwhelmed’ and ‘confused’ when it comes to booking a holiday - due to the amount of recommendations they are given.
Rather than enjoying the process of booking a trip, influences from social media, family and friends and TV shows makes it a daunting prospect.
The study of 2,000 holidaymakers found four in 10 were ‘stressed’ and ‘under pressure’ when planning a vacation and a further 43 per cent have felt ‘worried’ about missing out on experiences.
The research was commissioned by Icelandair, which is launching a new Buddy Hotline service - offering travellers the chance to speak with a dedicated local ‘Buddy’ for advice.
Icelandair’s spokesman said: “The research shows how the increase in travel recommendations is ultimately impacting consumer’s holidays due to the stress and pressure to fit everything in.
“We no longer simply have travel agents and guide books, the rise in trends such as Instagram and blogs results in an overload of information.
“Our new Buddy Hotline service feeds the consumer appetite for ‘insider’ knowledge and a need for a real person to give authentic advice and recommendations.”
The research also found fake reviews have affected how trustworthy advice is, with 60 per cent being more aware of them today than they were five years ago, resulting in four in five trusting reviews less.
The most reliable sources were revealed as friends, according to 49 per cent, followed by family.
Over half would like to get more information first hand from locals when they are in a new country, according to the OnePoll study.
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