UK holidaymakers rely on word of mouth when booking trips
People who are struggling to make a decision on where they will take their next holiday are increasingly reliant on reviews from their nearest and dearest.
A new study conducted by YouGov on behalf of ABTA - The Travel Association has suggested that 45 per cent of UK travellers will book a luxury ski holiday or a sunshine break based on a recommendation from a friend or family member.
In addition to this, more than one-third of survey respondents stated that they were swayed by travel companies and their websites.
There are so many options open to travellers these days that it is easy to find the vacation of your dreams, whether it is a luxury safari in Tanzania or a cultural tour of Jordan.
Indeed, the survey also found that foreign holidays are preferable to "staycations" in the UK, as 42 per cent of people said they would rather head overseas than take a break in a British resort.