When it comes to travel planning and shopping for a holiday 79% of consumers admit that they’re overloaded with online information, prompting a return to real advice from trusted experts.

In a new trends study carried out by Kuoni, almost two thirds of people want to know that the person they book a trip with has really ‘been there and done that’. It indicates that more people are turning to experts and specialists who are able to cut through the conflicting online reviews and search results to help book their holidays.

The research found we now spend over an hour doing online holiday research, before seeking a professional’s opinion to help shortcut to the best choice. This shift in attitude has had a positive impact upon the high street and in response Kuoni has invested in its network with 50 stores opening across the UK.

Derek Jones, managing director of the travel company, said: “Holidays are a big investment and the exciting bit starts with the planning. Increasingly people end up with so much conflicting information when they start searching that it ends up being more of a headache than a holiday.

“Despite transformational technology, there is a growing thirst for genuine expertise. Conversations are still at the heart of holidays, from planning them to remembering them in the years that follow. Trust has never been more vital when it comes to travel.”

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