Travel agent sunshine.co.uk found that on average those in pursuit of a tan lose on out on two days of sunshine on holidays having to cover up after getting burnt. The survey reported that of those who got burnt 72% said it had affected their holiday.
From a survey of over 2,000 UK adults who had been on a holiday to a hot-weather destination in the past 12 months for at least one week, 61% said they had got sunburnt.
The survey identifies the most common cause of burn was forgetting to reapply lotion with some people saying they were put off by the high cost of some products.
Sunshine.co.uk co-founder Chris Clarkson said: "Sunburn on holiday can be an absolute nightmare, especially if your idea of heaven is relaxing by the side of the pool soaking up some rays.
"Sun cream might be expensive, but it can be an absolute life saver - quite literally."