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The Paradox of Choice for Holidaymakers


Have you ever spent days and days trawling through travel sites trying to find the perfect holiday spot, baffled by a sea of reviews, advice and ‘must see’ recommendations?

If so, you’re not alone.

It’s easy to fall down a rabbit hole of research and end up with choice paralysis as a result of too much information…

"Paradox of Choice: In the modern world, we tend to think more choice is better, but there can be problems with excessive choice: Decisions become less likely and paralyses the ability to make a decision, possibly leading to choosing the easy option (default) or not making the decision at all. We may also be less satisfied with our choice and unsure we made the right choice. A famous study by psychologists Sheena Iyengar and Mark Lepper found that consumers were 10 times more likely to purchase a jar of gourmet jam when the number of jams on display was reduced from 24 to just 6." Association of Qualitative Research


Information overload

When you search for ‘things to do’ in different destinations around the world, it’s not uncommon to be offered more than a billion results in less than a second…

We found, for example, that anyone researching things to do in Beijing would have to spend 427 years’ worth of reading to get through all the available articles on Google.

Great Wall of China, Beijing


For Cape Town, you’d be looking at closer to 736 years, while for Vancouver, you’d have to spend a whopping 889 years trawling the web to be fully up to speed. And incredibly, for New Delhi, you’d need to spend nearly a millennium (988 years) reading through all the results to have covered all the available content on India’s capital.



UK consumer statistical data generated through two nationwide surveys, polling a total of 4,000 respondents aged 16 and above in October and November 2019.


How to book a holiday that's customised to your tastes and budget in a fraction of the time 

We know that in reality, no one would ever try and read every single article about a destination, but our research highlights the sheer volume of choice and information that we’re faced with when trying to make a decision about where to go and what to do on holiday.

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.

Camp's Bay, Cape Town

We want every moment of your holiday to be enjoyable, including researching, planning and booking.
That’s why we’ve ensured you can arrange your trip with ease. In fact, we’re confident that you could tailor and book a long-haul, multi-stop holiday in under an hour.

So rather than spending up to six months trawling through the avalanche of reviews, recommendations and top 10 guides, imagine what else you could do with the time!  

Explore our holidays now!



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