TV programmes and films are among biggest sources of inspiration for British travellers, new research claims.

The study also reveals the increasing influence of physical media and ‘real people’.

Gen Z is driving this trend, as 29% of those aged 18-24 look to their friends and family for holiday ideas and 20% use physical brochures.

When booking a holiday, 27% of Gen Z believe face-to-face travel agents are more personal.

The biggest source of inspiration overall for UK consumers is online reviews, with a quarter (26%) using tips and recommendations from others to inform their own plans. The least popular source was radio, chosen by only 6% of holidaymakers.

The survey of 2,000 UK adults was commissioned by creative and media agency eight&four, which works with travel and leisure brands.

It found that just 14% of people are influenced by traditional TV adverts and 10% look to social media ads as their main source for ideas.

And just 7% of UK travellers see social media influencers and bloggers on social media sites such as Instagram as a source of holiday inspiration.

However, millennials are still engaged by the likes of Instagram and Snapchat.

A fifth (20%) of travellers aged 25-35 say that social media influencers are their main source of travel inspiration, but the figure slumps to just 7% among Gen Z.

Social media advertising demonstrates a similar trend – 23% of millennials said it influenced them, but only 9% of Gen Z.

Caroline Brosnan, head of marketing at eight&four, said: “Netflix and other streaming sites present a wealth of programming content that showcases desirable locations.

“Consumers of all ages are tuning in and feeling inspired to travel to these places. It suggests travel brands should consider more innovative ways of using TV shows to reach mass audiences, whether that’s through product placement or editorial.

“Online reviews still top the list for the majority of UK travel consumers looking for holidays. The reassurance provided by other travellers that you’re choosing the right destination and places to book is hard to find elsewhere.

“In the end, it all comes down to trust. People want to know that their holiday experience will be what they signed up for.

“If influencers want to attract Gen Z, they need to be authentic and trustworthy to be more effective in inspiring travel decisions.”

Topdeck Travel global head of marketing Anna Fawcett added: “The clear divide on attitudes to social media shows the cyclical nature of generations.

“It also shows the decline in the social influencer space, despite our continuing addiction to digital media. It ebbs and flows, so just as TV gave way to streaming, social media will give way to something else.”

Meanwhile, a TripAdvisor study found that descriptive and helpful reviews (70%), the accuracy of the content (62%) and the broad range of travel content (62%) as the main reasons for visiting the site.

Across hotel, restaurant and attraction reviews, 85% report that the reviews they read on the site accurately reflect their experience, with 86% agreeing that TripAdvisor makes them feel more confident in their booking decisions.

The online firm’s senior trust and safety director Becky Foley said: “These findings show how important travellers find real perspectives from real people when they are planning their trips.

“While there are thousands of places to get travel information online, people keep coming back to TripAdvisor because they are guided by the reviews and can confidently plan the trip that’s right for them.”