People are so desperate to get the most likes on their social media photos that they will edit what they've got to make the colours pop more or make it seem more interesting.
And over half of people (52 per cent) admit to choosing their destination based on its "insta-worthiness".
Travellers from the United States love to use filters, with French and Italian travellers taking second and third place with 49 per cent and 47 per cent respectively.
Only 1 in 5 Brits admit to retouching their holiday pictures.
And 14 per cent of British holidaymakers care about their chosen destination's impact on social media.
Robert McNamara, from eDreams, said: "We know that creating a picture-perfect life on social media is a growing trend, especially among millennials. With this new research, we see that US travelers are embracing this trend more than any other nation we surveyed."
A separate study revealed social media has "drastically changed" how people travel.
Andre Buarque, Booking.com's Alberta area manager, said: "It's changed drastically the way we travel, the influence is there. Do the posts from other people influence what we do and what we buy? Yes, of course, especially travel because we're talking about an experience; it's not a physical product. What we saw on the research ... around 11 per cent of Canadian travellers got inspiration on where to travel and what to do by celebrities or Instagrammers, those famous ones.
"Some of them actually reproduce the same poses at the same place that they did - kind of intimating their idols or people they admire. Pretty much every single traveller now is an advertiser. They can take the pictures, they can advertise that and they can inspire other people."