More than a third of Brits booking their holidays with agents, new data reveals

Travel Counsellors chief executive Steve Byrne said: “The clear takeaway from our Travel Tracker Report is that holidays will always be a number one priority – whether in terms of financial investment or emotional fulfilment.
 
“While the travel industry has changed dramatically in recent years, our forward bookings are stronger than ever before. Travel advisors continue to play a vital role, and we’ve seen an unprecedented number of customers actively seeking trusted advice and bespoke support from our dedicated travel experts, all in pursuit of crafting the perfect holiday experience. 
 
“There is much to be optimistic about for the future of the industry, underscoring its enormous value that it holds for the UK economy.”

Sustainable travel demand

The research also examined sustainability, but found a gap between awareness and action. The report concluded that while nearly half of respondents were concerned about the impact of air travel on the environment, only 13% planned to reduce it. 

There was an age difference in attitude, with nearly three-quarters of 16-24 year-olds open to sustainable travel options. More than half of these were willing to pay more for it, compared with 41% of older adults. 

The report added: “Breaking this down even further, the average Brit is willing to spend 14% on top of the existing price to ensure their holiday is more sustainable, whereas 16 to 24-year-olds would pay nearly a quarter more.”
 
There were further signs the issue of climate change is making inroads into behaviour. Nearly half of respondents (46%) agreed news about climate change had made them consider more sustainable travel.