One in five Britons have admitted to feeling “overwhelmed” when booking their holidays, a study has found.
The poll of 2,000 Britons, conducted by OnePoll, showed many felt planning holidays was “stressful” due to the number of recommendations they were given by friends, family and on social media.
A further 43 per cent said they have felt “worried" about missing out on experiences during their holiday as they try to tick off everything on their list.
The research, commissioned by Icelandair, found four in 10 said the being overwhelmed by recommendations took away from the enjoyment of finding the perfect getaway.
Icelandair’s CCO, sales and customer experience, Birna Ósk Einarsdóttir, said: “We know travelers 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.''
Icelandair is set to launch a new Buddy Hotline service – connecting passengers to trusted locals for “insider” knowledge – as over half of those polled said they would like to get more information first hand from residents living in the countries they were visiting.
Ms Ósk Einarsdóttir added: “Our new Buddy Hotline service feeds this consumer appetite for ‘insider’ knowledge and is a great fit with our staff who, as Icelanders, have such a passion for warmly welcoming and hosting travellers from across the world.”