Information overload online is said to be the reason why a lot of holidaymakers dislike the planning portion of their holiday, with four in 10 people confessing the amount of information out there - on travel sites, social media and amongst friends - takes away from the exciting part of planning a vacation.
And one in five of the 2000 people surveyed admitted they felt "overwhelmed", "confused" or "anxious" about booking a holiday as a result of the amount of advice online, with a whopping 43 per cent feeling worried that they would miss out on certain experiences during their time away because there was so much advice online on what to do whilst there.
And fake reviews online have reduced trustworthiness in this, with 60 per cent of respondents admitting they are more aware of reviews and their legitimacy now compared to five years ago. Because of this, four out of five people trust reviews less. In fact, they rely on their friends (49 per cent) and family.
Birna Ósk Einarsdóttir, chief compliance officer at Icelandair, which commissioned the survey, said: "We know travellers are seeking more unique experiences guided by advice from trusted local sources. 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."