Holidaymakers admit taking photos to share on social media which make their trips look better than they really are, hotel company research shows.
Four different images on average are uploaded daily to sites such as Instagram and Facebook, with seven in ten spending more time on social media on holiday than they do at home.
But more than a quarter (28%) of people admit they have taken photos which make their holiday look better and more glamorous than it actually is.
One in ten adults believe posting impressive pictures online makes them appear more successful, while 13% think it leads to more followers.
The study of 2,000 adults found 88% of people research a holiday before booking it, with review sites such as TripAdvisor, travel guides and word of mouth all identified as the first ports of call.
Forty-four per cent have searched a hashtag to determine what the online community has been saying about a specific hotel and its surrounding area.
And more than a third of travel plans are influenced by what people have seen or read on social media, with three in ten having booked a hotel or holiday based on how it looked in a photo.
Others said Instagram gave tips and ideas of things to do when they visited that area themselves, with 36% saying the platform opened up new locations they had not previously thought of.
A third also said they are more likely to choose a destination if it has a large number of likes on social media.
Views and scenery are the most popular images to post online, followed by landmarks and sightseeing hotspots, the hotel or accommodation and food.
Tom Rowntree, InterContinental Hotels Group vice president of brand management for Hotel Indigo, which commissioned the research, said: “With the ability to keep taking a picture until you get that perfect shot and instant photo editing at our fingertips, it is easy for make a holiday appear as perfect as possible – even if the truth is a little different.
“While holidays may appear better than it really is, people could be left feeling disappointed if they decide to take inspiration from a tweaked photo and book their own trip.”
Top ten things to Instagram:
1. Views and scenery
2. Top landmarks and sightseeing spots
3. Where I am staying
5. Selfies at landmarks
6. The sea
7. Animals in the area
8. View from the plane
9. Feet in the sand
10. Hot dog legs
Top ten most ‘Instagrammable’ parts of the hotel
1. View from the bedroom window
2. The swimming pool
3. The exterior of the hotel
4. The food
5. Little design details such as interesting lighting or furniture
6. The breakfast buffet
7. The bed
8. The hotel lobby
9. The bar
10. The bath
Top five holiday hashtags