In 2026, booking a holiday online is a matter of seconds, yet a significant number of British holidaymakers 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 a human touch in an increasingly automated world.
The Resurgence of Personal Travel Advice
The convenience of online booking is undeniable, but for many, the sheer volume of choice has become overwhelming. This has led to a notable renaissance for travel agents, who are welcoming customers back with open arms. Travellers are actively looking for personal advice, expert knowledge, and the simple comfort of speaking to a real person who understands their needs, rather than navigating frustrating automated chatbots.
This trend is backed by data. The Association of British Travel Agents’ Holiday Habits report for 2025-26 found that 34 per cent of respondents had used a travel professional in the previous year. Furthermore, research from the consumer champion Which? revealed that 60 per cent had turned to an agent in the past three years specifically because they wanted to speak to a real person.
Which? Reveals the UK's Top Travel Agents
With the high street offering plenty of options, Which? conducted a detailed survey to determine which agents deliver the best service. The study gathered feedback from more than 2,500 holidaymakers, covering a total of 3,204 experiences with high street travel agencies.
Participants rated vital factors out of five, including customer service during booking, support while on holiday, and post-trip care. The research also analysed the range of holidays offered, quality of accommodation, accuracy of descriptions, how well trips were tailored, and overall value for money.
The clear 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 earned it the title of ‘Which? Recommended Provider’ and the accolade of Which? Travel Brand of the Year.
Customer feedback was glowing. One traveller praised the agency for going "the extra mile" and truly valuing their "pleasurable holiday experience." Another stated they trusted the advice so much they had booked over 20 holidays with the company.
Runners-Up and High Performers
In second place was Miles Morgan Travel, which specialises in cruises and escorted tours from its 19 shops in south-west England and Wales. It scored an impressive 87 per cent, also securing a Which? Recommended Provider status. It earned five stars for customer service and for ensuring holiday descriptions matched reality, with one customer describing the service as "efficient, without being pushy."
Taking third spot was Althams Travel, with 33 stores across Yorkshire, Lancashire and Lincolnshire, scoring 85 per cent. It received top marks for tailoring holidays to customer needs and for its customer service while clients were away. Customers commended the team for being "very helpful, responsive, friendly" and for making booking easy.
The strong performance extended beyond the podium. Your Co-op Travel, Fred Olsen Travel, and Hays Travel each achieved a commendable 84 per cent. Hays Travel, one of the country's largest independents, scored five stars in several areas including booking service and holiday accuracy.
Rory Boland, Editor of Which? Travel, said: "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."
A Word of Warning for Travellers
While celebrating the high street revival, Which? also issued important advice. Boland cautioned: "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 if you book a package and the operator goes bust."
The survey confirms that while online deals can be cheaper, the value of expert, personalised service and reassurance against scams is driving Britons back to the human experts on their high streets.
