Meraki research finds holidaymakers are facing information overload anxiety

Meraki research finds holidaymakers are facing information overload anxiety

Amount of online information ‘overwhelming rather than empowering’

Kuoni parent Der Touristik’s direct-sell long-haul brand Meraki Travel says information overload is causing anxiety for shoppers.

It carried out research among 4,000 consumers and found that 43% said the volume of information online makes it hard to choose a suitable holiday.

The study found that one in three suffers from “shopper’s anxiety” because of the overwhelming amount of choice.

A third of consumers continue researching online even in bed, and a third carry on with research after booking a holiday.

Meraki estimates there are more than 1.1 billion articles about ‘things to do’ in London, which would take 4,350 years to read.

Matt Hodgson, general manager at Meraki Travel, said: “In reality, no one would ever try and read every single article about a destination, but the research highlights the sheer volume of choice and information that we’re faced with when trying to make a decision.

“Choice is brilliant – but when there’s an impossible amount to process, it can feel overwhelming rather than empowering.

“This is why we created Meraki Travel. We’ve hand-picked the best stops, accommodation and experiences in each destination and put a curated list of options at your fingertips which makes booking a top-quality, tailored holiday much easier and far less time consuming.”

Launched earlier this year, Meraki offers consumers the chance to tailor-make holidays online.

It features India, Sri Lanka, China, South Africa, Kenya, Tanzania and Canada – with southeast Asia set to launch in 2020.

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