Overload of advice makes holiday planning a stressful chore for Britons, claims study

'Increase in travel reviews and recommendations has brought an added pressure to consumer’s holiday planning to fit everything in'

Study finds people have more faith in local recommendations while on holiday and use social media as a source for advice ( (SWNS))

The deluge of information, tips and advice made booking a break a daunting prospect for around four in 10 people polled for a new survey.

Information overload left one in five of the 2,000 people questioned "overwhelmed" and many others "confused" and "anxious" about what they should and should not book/

In total, 43 per cent said they had felt "worried" about missing out on experiences during their holiday as they tried to tick off everything on their lengthy to-do list.

Four in five felt their trust in reviews had diminished, while 49 per cent confirmed their most reliable sources are friends, followed by family.

More than half of those polled said they preferred to get their information from locals when in a new country and 48 per cent confirmed this would help them to encounter a more authentic experience.

“We know travellers are seeking more unique experiences guided by advice from trusted local sources," said Birna Ósk Einarsdóttir, chief compliance officer at Icelandair, which commissioned the survey. “The research also shows that the increase in travel reviews and recommendations has brought an added pressure to consumer’s holiday planning to fit everything in.''

The poll also found that one in 10 would rather explore places citizens of the country recommend over famous sight-seeing spots, while over one quarter are inspired to discover hidden gems.

As well as seeking advice from locals, many like to feel like a native while in another country, with one third eating like a local and four in 10 shopping locally.

Social media has had a huge impact on holiday choices, from location to activities, with one quarter admitting they have felt the need to visit somewhere because they’d seen it on a social platform.

The poll also found one in 10 have screen-shot photos of sights they want to see based on other people’s experiences and listed Facebook and Instagram as sources they go to for recommendations.

SWNS