Only two per cent said they fully trusted independent review sites such as TripAdvisor.

But 83% said they 'mostly trusted' these type of reviews, according to research by the TUI-owned operators.

One per cent said they don't trust any reviews while 14% trust 'very little'.

However, more than 6O% of the two operators' customers said they always or regularly consult sites like TripAdvisor when researching a holiday.

Less than eight per cent said they never consult review sites as part of the holiday research process.

Get the full story at Travelmole