When it comes to choosing the next holiday destination to tick off our bucket list, it appears that factors such as the size of our travel budget or optimum tanning temperatures in our country of choice are not at the top of the priority list.
Research by myvouchercodes.co.uk found that holidaymakers are now organising their travel plans in an effort to “keep up with the Joneses”.
More than a quarter of the travellers surveyed said that the recipe for the perfect holiday would include ingredients such as a five-star resort, and impressive landmarks that are likely to induce envy in our nearest and dearest.
More than a third (37 per cent of those surveyed) argued that they do this to make their friends feel envious, with a quarter arguing that this type of behaviour is commonplace among their friends.
Mark Pearson, Chairman of MyVoucherCodes.co.uk, said: “I’m a bit surprised to see how much Britons pressure themselves when choosing their holiday destination.
“I guess within a group of friends there’s always going to be one who always has the nicest holidays of the group, which can sometimes be frustrating when you can’t afford the same type of holidays.”
A recent survey by T-Mobile has revealed that holidaymakers are using social media to brag about their holidays to friends and family back home, with “smoasting” – that’s boasting on social media sites – becoming increasingly commonplace.
The research showed that Facebook and Twitter are used by 51 per cent of Brits abroad to post pictures of themselves at famous foreign landmarks.
Three in ten also have no qualms about posting status updates relating to their holiday, while six in ten argue that they have a right to share their holiday highs online.
While half argue that they are “smoasting” solely because “everyone else does it”, four in ten do it to take pure delight in annoying those who are at home.
A fairly bitter 15 per cent of those surveyed said that “smoasting” was intended to spark jealously in an ex-partner.