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Travel news · 3 min read · September 1st, 2025

Digital Dissonance

More than half of Brits are disappointed by the reality of travel destinations

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More than half of British holidaymakers say they've been disappointed when destinations don't match the picture-perfect images they've seen online, with 25% finding locations less attractive than expected and 10% said they noticed more litter or waste than they'd anticipated.. Research by Holiday Extras highlights this growing "digital dissonance" and urges travellers to help protect destinations by avoiding single-use plastics, carrying reusable bottles and bags, and disposing of waste responsibly. To raise awareness, the travel brand has launched a social media campaign giving away reusable water bottles to encourage eco-conscious travel.

1st September 2025 More than half (55%) of British holidaymakers admit that the photos or videos they saw online made a destination look different to the reality.

A quarter (25%) of holidaymakers reported destinations being less attractive or picturesque than expected, while 1 in 10 (10%) complained locations were dirtier than expected or had too much rubbish and litter.

Holiday Extras is urging travellers to be more environmentally conscious while travelling, urging holidaymakers to avoid single use plastics, carry reusable bottles and bags, and dispose of litter responsibly.


New data[1] has revealed differences in experience amongst British travellers when it comes to expectations of holiday destinations, with more than half (55%) saying they've been let down when a location doesn't look the same as the photos and videos they've seen online.

From selective social media feeds to carefully curated marketing, it's no wonder Brits expect picture-perfect views when travelling abroad. Yet the reality is can often be disappointing, as travellers are met with a disconnect between the online portrayal of a place and how it looks in real life.

The research from Holiday Extras found that a quarter (25%) of holidaymakers reported destinations being less attractive or picturesque than expected, while one in ten (10%) said places are dirtier or contained more litter than they'd anticipated.

Following this new data, Holiday Extras is urging holidaymakers to be more considerate of destinations while travelling.

Holiday Extras' reusable water bottle

Michelle Clarke Cowell – Associate Director of Sustainability and Employee Experience at Holiday Extras, says:

"Travellers today are savvier than ever, but they're also more exposed to an endless stream of polished content. With the majority of holidaymakers starting to feel the effects of that disconnect, it's no wonder that we're seeing frustration when a destination doesn't live up to online expectations.

"Travel is all about discovery – and holidaymakers want to know that what they're promised is what they'll get. It can be disappointing to arrive on your precious summer break, only to discover that the pristine beaches you imagined are affected by plastic, cigarette butts, and litter.

"Avoiding single-use plastics, carrying reusable bottles and bags, and ensuring waste is disposed of correctly, are all simple steps we can all take to help protect these beautiful places. It's our responsibility - both to the people around us, and the planet we call home - to make sure we're doing everything we can not to spoil these beautiful places with rubbish."

Michelle Clarke Cowell, Associate Director, Sustainability and Employee Experience, Holiday Extras.

The travel brand has launched a campaign on social media, giving away reusable water bottles as a reminder to avoid single use plastics, and encourage Brits to be more eco-conscious both at home and abroad.

For more information, visit the Holiday Extras Take It With You campaign.

*Research with 1,000 qualified UK travellers, completed in August 2025 by Holiday Extras. ?

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