Tour operator Kuoni claims holiday bookers are increasingly looking for trusted experts to guide their decisions having become deluged with information online.

The firm seized on the findings in its Worldwide Trends Report 2018 to claim ‘online overload’ has ’prompted a return to real advice from trusted experts’.

The independent study conducted for Kuoni by Censuswide in January, found 79% of people say they feel saturated with online forums, reviews and prices.

Kuoni said almost two thirds of people said they want to know that the person they book a trip with has really “been there and done that”.

The operator said: “This shift in perception sees more people turning to experts and specialists when it comes to booking holidays, who are able to cut through the conflicting online reviews and search results.”

Further research showed holidaymakers now spend over an hour doing online research, before seeking a professional’s opinion in a bid to shortcut to the best choice.

Kuoni said this shift in attitude has helped it establish its high street presence of over 50 stores which now employ over 300 people throughout the UK.

Derek Jones, managing director of Kuoni, 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.”

Access the report here

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Gallery: Worldwide Trends Report launch