Almost four out of five (79%) people believe the amount of alcohol served to airline passengers should be restricted, according to a survey.
The poll found that 37% of people would support a two-drink limit, while 11% think a total ban should be imposed.
Lukas Balter of travel firm Opodo, which commissioned the research, said: "For many, the holiday starts before they even touch down on foreign ground and unfortunately in some scenarios it can lead to some embarrassing events.
"We encourage all travellers to make the most of their holidays but to drink responsibly so they can remember the good times."
On Thursday a Ryanair flight from Liverpool to Alicante was diverted to the French city of Limoges after a fight reportedly broke out between two drunken passengers on a stag weekend.
A spokeswoman for the airline said: "We will not tolerate unruly or disruptive behaviour at any time and we sincerely apologised to other customers for any inconvenience caused."
The men were detained by French police and the flight continued to Spain.