In 2026, booking a holiday online is a matter of seconds, yet a significant number of British travellers are deliberately choosing a more traditional path. They are stepping away from their screens and through the doors of their local high street travel agent, seeking human expertise in an overwhelming digital marketplace.
The Resurgence of Personal Travel Advice
This marks a notable renaissance for the travel agency sector, long considered under threat from online giants. Customers are actively seeking out personal advice, expert knowledge, and the reassurance of speaking to a real person rather than navigating automated bots. Recent research underscores this trend: the Association of British Travel Agents’ Holiday Habits report for 2025-26 found 34 per cent of respondents had used a travel professional in the previous year. Furthermore, a study by the consumer champion Which? revealed that 60 per cent had turned to an agent in the past three years specifically because they wanted to interact with a human being.
Which? Reveals the UK's Top Travel Agents
With high street options plentiful, the question of which agent to trust is paramount. Which? has provided clarity with its latest survey of over 2,500 holidaymakers, covering a remarkable 3,204 individual high street travel agent experiences. The study rated agencies out of five on vital factors including customer service during booking, support while on holiday, and post-trip care. It also assessed the range of holidays offered, quality of accommodation, accuracy of descriptions, tailoring to customer needs, and overall value for money.
The standout winner was the industry stalwart Trailfinders. Founded in 1970 and now operating 47 stores nationwide, it achieved an outstanding overall score of 90 per cent, securing five-star ratings in most categories. This performance earns it the title of ‘Which? Recommended Provider’ and the accolade of ‘Which? Travel Brand of the Year’. Customer feedback was glowing, with one traveller praising how the agency "goes the extra mile" and truly values the holiday experience, while another reported booking more than 20 trips based on trusted advice.
High Scores Across the Board Show Sector Strength
In second place was Miles Morgan Travel, specialising in cruises and escorted tours from its 19 shops in south-west England and Wales, with a score of 87 per cent. It also secured a Which? Recommended Provider status, scoring top marks for customer service and accurate holiday descriptions. Customers described the service as "efficient, without being pushy".
Taking third was Althams Travel, with 33 stores across Yorkshire, Lancashire and Lincolnshire, scoring 85 per cent. It was particularly praised for tailoring holidays to customer needs and for its customer service while clients are away. One satisfied customer noted they were "very helpful, responsive, friendly... and made booking easy."
The strong performance was widespread. Your Co-op Travel, Fred Olsen Travel and Hays Travel each scored an impressive 84 per cent. Hays Travel, one of the country's largest independents, earned five stars for booking service, accurate descriptions, and tailored holidays. Even the agencies at the bottom of the table, Flight Centre and Virgin Holidays, still achieved respectable scores of 76 per cent, with all analysed firms rated four stars for value for money.
Rory Boland, Editor of Which? Travel, commented: ‘Travel agents offer exceptional customer service and unrivalled travel knowledge, and are well worth considering for your next big holiday. It’s a chance to pop down to your local high street, have a cup of tea and chat with someone knowledgeable.’
He also issued a crucial warning: ‘With any travel agent you use, be sure to check the package you buy is with an ATOL-protected provider on the Civil Aviation Authority website. This ensures your money is safe.’ The report acknowledges that agents may not always be cheaper than online deals, but they offer personalised trips and a vital layer of security against online scams, explaining their enduring and resurgent appeal.
