One in five Brits book holiday based on ‘fake’ reviews – but can you spot hidden imposter in the pictures?

WE'RE living in a world where fake can easily be interpreted as reality – but can you spot the real from the imposter in this picture quiz?

Iceland is famed for its out-of-this-world surroundings, thanks to its volcanic landscapes and mesmerising waterfalls.

This quiz features a gallery of images of the Scandinavian country’s stunning views, along with some created using AI – but can you tell which pictures are fake?

It follows a study which found one in five holidaymakers have booked a trip based on a review that was misleading, exaggerated – or entirely fake.

Three in 10 of those deceived said the location wasn’t up to scratch compared to what others had been described, and 27 per cent felt their hotel room didn't live up to the promise.

While 22 per cent said the variety of food was not as advertised, 18 per cent found the beach further away than anticipated, and 20 per cent felt let down with the view.

Other disappointments among the 2,000 holidaymakers polled, when compared to reviews, included the size of the pool, activities on offer, and the distance from the airport.

Shockingly, 24 per cent believe the images they’d seen had been artificially enhanced or even generated by AI.

As a result, 29 per cent complained to the review platform, while 28 per cent took it up with the hotel.

Bogi Nils Bogason CEO of Icelandair which commissioned this research, said: “We believe real experiences, captured by photographers and locals, resonate more with travellers and help set accurate expectations compared to something that has been created by AI.

“While this type of technology certainly has a place in the industry, it’s crucial to preserve the human element of travel and encourage in-person exploration, because nothing can beat the real thing.

“Take Iceland for example, what you see is what you get.

“Authenticity and transparency are fundamental elements of our culture, and our aim is to lead the way in showcasing its real, authentic beauty – helping travellers make informed and confident decisions.”;

The study also found 85 per cent of travellers reckon they’re going to up their levels of caution when booking in the future.

As 65 per cent think they have seen a travel photo that looked ‘too good to be real’.

And only 43 per cent would be generally confident they could spot an AI-generated travel image, from a real one.

As a result, 58 per cent rely most on word of mouth from friends or family when it comes to travel reviews.

With just 11 per cent trusting those found on social media, according to the OnePoll.com figures.

Of those who have spotted a review they believed was fake or AI generated, 30 per cent have reported it.

And as many as 70 per cent would be less likely to book a trip through a platform if they suspected it might be home to untrustworthy reviews.

Bogi Nils Bogason added: “Travelers are more cautious than ever when it comes to booking their trips.

“Our findings confirm that authenticity matters and the surge of AI in travel marketing is starting to create some scepticism.

“At a time when artificial intelligence and digital manipulation are becoming increasingly prevalent, we want to take a stand for real, unfiltered experiences that showcase the beauty and spirit of destinations such as Iceland.”;