More people booking through agents, new research shows

A survey of 2,000 Brits carried out over the summer by Abta reveals almost two in five (38%) people booked their holiday with a travel professional, up from just over a third (34%) last year.

Top of the list for why they booked with an agent was “ease of booking” Abta said, closely followed by reassurance that someone is there to help them if something goes wrong – a statistic which has risen significantly from 34% last year to 43% this year.

Abta attributed this to “varied, high-profile challenges” which holidaymakers have faced over the past year, including wildfires and UK air traffic control issues at the end of summer 2023.

“There is clearly an increasing number of customers appreciating the reassurance of having an expert in their corner who can resolve any unexpected issues if needed,” added Mark Tanzer, chief executive of Abta.

More young people and families are also opting to book with an agent – a trend that has been rising over the past five years. In 2019, 36% of families with young children and 36% of 18-24-year-olds said they booked a holiday with a travel professional. This year, the figure rose to 55% for young families, and 48% of those aged 18-24.

In terms of types of travel, package holidays remain most popular, with 44% of those surveyed stating it was the best value option for price.