Half of all travellers use social media to amass reviews and recommendations for their holidays, according to latest research by sunshine.co.uk. A total of 98 per cent of respondents said they researched their chosen destination before booking their last trip. Out of these, 62 per cent used review websites and 49 per cent used social media platforms, such as Twitter (17 per cent) and Facebook (61 per cent).
Others sourced information from a travel agent (33 per cent), word of mouth (26 per cent) and travel guides (19 per cent). Almost all respondents (96 per cent) said that their research affected where they went on holiday. A sunshine.co.uk rep said that social media allows people to get advice from those they known and trust.