How do you decide where to jet off to when you go on holiday? While holiday brochures, online reviews and TV ads all sway people towards picking out their perfect break, research suggests that content on social media is one of the most powerful influencers for travellers.

Just 19% of Brits are planning on packing their suitcases and heading abroad for two weeks in 2015, yet almost half have booked four short trips scattered throughout the year. Why are people ditching the two-week trip of sun, sea and sand in favour of staycations and city breaks?

Solo travel may be on the rise – 38% of Brits will holiday alone in 2015 – but there are signs of a counter-trend, led by social tribes who book trips based on company rather than destination. In the first of a two-part report, Canvas8 looks at those travelling for religious or musical reasons.

The stereotypical image of a holiday masks a much larger variety of desires and options, connected to states of mind, emotions, personal interests and idea of leisure and enjoyment. How much do we still identify with white sands and blue sea?