Which High Street Travel Agents Will Dominate the UK in 2026?

As Sunshine Saturday approaches, millions of holidaymakers in the UK prepare to book their getaways, with a focus on traditional high street travel agents. According to a recent survey by Which?, 60% of travellers prefer human interaction when planning their holidays, and the survey highlights the top-rated travel agents based on customer satisfaction. The data supports the trend of returning to in-person bookings, emphasising the value of expert advice and personal service.

Last updated: 09 December 2023 (BST)

What’s happening now

Tomorrow marks Sunshine Saturday, widely recognised as the busiest day for holiday bookings in the UK. As many seek to escape the winter chill, the demand for travel agents has surged. Which?'s latest findings reveal that customers value personal service, with a significant number preferring to discuss their travel plans face-to-face. This trend indicates a potential shift back to traditional methods as consumers seek reassurance and expert advice to navigate complex travel options.

Key takeaways

• 60% of holidaymakers prefer speaking with a travel agent in person.
• Trailfinders, Miles Morgan Travel, and Althams Travel are top-rated agents according to customer satisfaction.
• The survey included feedback from over 2,500 holidaymakers about their experiences with high street travel agents.

Timeline: how we got here

The trend towards high street travel agents has been evolving over the past few years, particularly as consumers increasingly seek personal interaction. Key milestones include:

• December 2020: Initial resurgence in demand for travel agents post-COVID lockdowns.
• July 2021: Increased focus on domestic and European travel as restrictions eased.
• December 2023: Sunshine Saturday emerges as a pivotal day for holiday bookings, with increased interest in traditional travel agencies.

What’s new vs what’s known

New today/this week

Which? has published a comprehensive report ranking high street travel agents based on customer satisfaction metrics, revealing that personal service remains a key factor in holiday planning. The report highlights specific agents that excel in customer service and expertise.

What was already established

The preference for human interaction in travel planning has been noted previously, especially during the pandemic when many turned to digital solutions. However, the current survey suggests a strong return to traditional travel booking methods as consumers value reassurance and tailored advice.

Impact for the UK

Consumers and households

The current trend highlights a renewed interest in personalised service, which may lead to more competitive offerings from travel agents. Customers can expect tailored advice and enhanced customer service, with agents better equipped to handle complex itineraries and unique requests.

Businesses and jobs

The resurgence of demand for high street travel agents could lead to increased hiring in the sector. As more consumers opt for in-person consultations, businesses may need to expand their workforce to meet this growing demand for personalised services.

Policy and regulation

As travel resumes, regulatory bodies may need to refine guidelines for high street travel agents, ensuring consumer protection and service quality. Upcoming consultations may focus on transparency in pricing and the quality of services provided by travel agents.

Numbers that matter

• 60% of holidaymakers prefer discussing their options with a travel agent.
• Trailfinders received a score of 90%, the highest among surveyed agents.
• 87% satisfaction rating for Miles Morgan Travel, known for their cruise and tour specialisations.
• 85% score for both Althams Travel and Co-op Travel, highlighting exceptional customer service.
• Five-star ratings in customer service across multiple categories for top agents.

Definitions and jargon buster

• Which?: A consumer organisation that provides reviews and recommendations based on rigorous testing and surveys.
• Travel agent: A professional who arranges travel plans and provides advice to customers regarding their trips, often with personal service.
• High street travel agent: A physical travel agency located on a high street, providing face-to-face services to customers.

How to think about the next steps

Near term (0–4 weeks)

As Sunshine Saturday approaches, consumers should prepare to book their holidays early to secure the best deals. It’s advisable to visit top-rated travel agents for personalised advice and to explore various holiday options.

Medium term (1–6 months)

Monitor travel trends and reviews of agents as the holiday season progresses. Increased competition among agents may lead to enhanced services and better pricing structures for consumers.

Signals to watch

• Customer satisfaction ratings for travel agents, particularly after peak booking seasons.
• Changes in travel regulations that may affect booking processes.
• Emerging trends in consumer preferences for travel planning (e.g., online vs. in-person).

Practical guidance

Do

• Visit a high street travel agent for personalised advice tailored to your needs.
• Compare offerings from multiple agents to find the best deal for your holiday.
• Prepare a list of requirements and questions to ask when meeting with an agent.

Don’t

• Rush into bookings without thoroughly researching travel options.
• Neglect to ask about additional fees or services included in the package.
• Overlook the importance of customer reviews when selecting a travel agent.

Checklist

• Have a clear idea of your holiday destination and dates.
• List any special requirements (e.g., dietary needs, mobility assistance).
• Research top-rated travel agents in your area.
• Prepare questions about pricing, services, and customer support.
• Review customer feedback on agents before making a decision.

Risks, caveats, and uncertainties

While the trend towards high street travel agents appears strong, fluctuations in consumer confidence and potential changes in travel regulations could impact the effectiveness of this model. It's essential to remain cautious and informed about any developments that may affect booking processes or customer rights.

Bottom line

The return to high street travel agents highlights the importance of personalised service in holiday planning. As Sunshine Saturday approaches, consumers should take advantage of the expertise available at local agents to secure their dream holidays while enjoying a more personal touch.

FAQs

What is Sunshine Saturday?

Sunshine Saturday refers to the busiest day of the year for booking holidays, typically occurring in December when many seek to escape the winter blues.

Why should I use a high street travel agent?

High street travel agents offer personalised service, expert advice, and can help with complex itineraries, making the booking process smoother and more tailored to your needs.

Which travel agents are currently rated the best?

According to Which?, Trailfinders, Miles Morgan Travel, and Althams Travel are among the top-rated high street travel agents based on customer satisfaction and service quality.