A poll of 2,000 travellers found 45% are overwhelmed by the high volume of hotel recommendations and 20 per cent end up feeling confused
Millions of Brits are suffering from ‘holiday choice paralysis’, a condition brought on by an overload of options when planning their getaways – including deciding on the destination, accommodation and budget.
A survey of 2,000 holidaymakers revealed that 45% feel swamped by the sheer number of hotel recommendations, leaving 20% feeling bewildered. Choosing the location, cost and type of accommodation are among the most challenging decisions for travellers, with 36% dreading the thought of arriving at their chosen hotel only to find a better one next door.
The research was commissioned by Hotels.com, which has unveiled its 2024 ‘Perfect Somewheres’ Awards, showcasing the top 1% of hotels on its app. The study also found that some travellers struggle with deciding how long to stay (21%) and whether to return to a familiar place or explore somewhere new (26%).
In fact, as many as 21% can’t even decide which country to visit. Consequently, one in five have abandoned their holiday search altogether due to the lengthy decision-making process. And 24% spend more than 10 hours researching which hotel to book, typically browsing through 11 different properties in search of the perfect spot.
Melanie Fish, a spokesperson for Hotels.com, said: “It’s not surprising to see travellers spend so much time looking for the perfect hotel, given how much choice there is out there. To help solve this problem, we have launched a new global awards program, which innovatively leverages data and really focuses on what matters the most: how hotels treat guests.”
“We’ve combined our expert insight, multiple data points and traveller experiences to curate a list of standout hotels around the world so that people can easily find their perfect somewhere.” The stats also revealed 5% of those who experience this holiday choice paralysis combat it by reading reviews. While over half 53% allow enough time to research, 39% use filters on booking sites, and 32% set a strict budget right from the start. However, 36% have been left disappointed with their accommodation, despite conducting a lot of research before booking.
It also emerged sifting through the sheer number of hotels, deciding on a location and reading reviews are the most time-consuming tasks when it comes to booking a trip. The research, commissioned via OnePoll, also found 51% admitted their hotel requirements change for each trip they go on. Although the main considerations include the cost (63%), the location (62%) and the reviews (29%).
