A new survey has revealed that British tourists frequently rely on the reviews of fellow travellers to help them make their holiday decisions.
Many British travellers seek feedback from other holidaymakers online to help them decide on destinations and hotels, new research has revealed.
According to hotels.com, 79 per cent of UK tourists said that they are happy to base holiday decisions on the opinions of fellow travellers that are posted online.
The study also found that people are more likely to trust the recommendations of total strangers than of their friends and family.
However, many respondents did state that they will use a variety of sources before making a final choice about a holiday or hotel.
Newspapers and magazines were found to be used by 40 per cent of people booking trips, with 39 per cent claiming to use guide books.
Last month, a poll conducted by travel site simonseeks.com found that 56 per cent of Brits intend to holiday abroad in 2010.
It also revealed that many intend to head for destinations offering sun, sea and sand, with Spain, France and the US among the favourite countries to visit.