British holidaymakers now browse at least eight different websites, talk to four different friends and read three travel articles ahead of committing to their holiday, according to research undertaken by Club Med.
The average holiday abroad now involves more than 30 hours of preparation – a whole four working days, as Brits rely on social media and the internet to pick the best holiday spot.
The survey found that more than a quarter of respondents admit to instantly researching a hotel or destination after seeing it on social media. The study of 2,000 holidaymakers also found that Brits rack up a total of four-and-a-half-hours scouring the web for feedback and recommendations from social media ahead of committing to a holiday.
Other four-and-a-half hours are spent looking for the right hotel and room price, while similar time is invested in working out airport logistics and checking for the best flight deals.
The change in holiday preparation has changed massively since the start of the digital age, with more than a quarter of the study admitting they used to book a holiday just by looking at a brochure, and pinning all their hopes on it being nice.
Many remember the days of booking a resort and hoping it would turn out successful, with concerns over the quality of the resort meaning many holidaymakers were on edge until arriving at their holiday destination.
The biggest fears behind booking holidays include low quality of facilities (63%) and low quality food (47%). Concerns of being let down on holiday mean people are now turning to online recommendations to ensure they make the right decision.
The operator's managing director, Eric Chauvet, said “Our expectations of a holiday are now a lot higher as people arm themselves with far more information before committing to going away. Finding out about other people’s experiences at the same hotel or resort is now deemed essential before progressing with the holiday. People want to know everything they can to make sure the enjoyment of their holiday isn’t jeopardised and the extent to which they’ll prepare is clearly shown in our survey results."