It’s 2026, and countless holidays are just a search, click and website away… booking a getaway has never been easier.
Yet despite the rise of online travel giants, many holidaymakers are still opting for an old-fashioned approach – preferring to step through the doors of their local high-street travel agent.
Why? Because there’s just so much choice online these days, it can all be overwhelming.
Agents are enjoying something of a renaissance, welcoming customers looking for personal advice, expert knowledge and the comfort of speaking to someone who really knows what they’re taking about. Not some – frankly annoying – online bot.
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 12 months. Meanwhile, a study by the consumer group Which? revealed 60 per cent used an agent during the past three years because they wanted to speak to a real person.
But with plenty of high-street travel agents to chose from, which one is best for your next trip?
Once again, step forward Which? – and yet another survey of more than 2,500 holidaymakers, covering 3,204 high street travel agent experiences, with results revealed this week.
Vital factors when booking a holiday were considered and rated out of five, including customer service when booking, while away and post trip.
Industry stalwart Trailfinders, founded in 1970 and now with 47 stores across the country, came out as the best in Which?’s research
The range of suitable holidays offered was also analysed, plus the quality of accommodation, whether holiday descriptions matched reality and trips were tailored to the customers’ needs. Value for money was also considered in creating an overall score.
So which agent came out top? The answer is industry stalwart Trailfinders, founded in 1970 and now with 47 stores across the country, which enjoyed the outstanding score of 90 per cent (including five star ratings in most categories).
Feedback from customers was overwhelmingly positive. One customer said: ‘They go the extra mile […and] truly value not only your custom, but your pleasurable holiday experience.’ Another said they so trusted the advice given they had booked more than 20 holidays with the travel company.
The ‘victory’ makes Trailfinders an official ‘Which? Recommended Provider’ – and also the Which? Travel Brand of the year.
In second place was Miles Morgan Travel, based in south-west England and Wales, following closely behind with a score of 87 per cent – and also securing a WRP. Specialising in cruises and escorted tours, the company has 19 shops.
Miles Morgan Travel scored five stars for customer service as well as for its holiday descriptions matching reality. One customer described the agent as ‘efficient, without being pushy’.
Located in the north of England, Althams Travel secured the third spot, scoring 85 per cent. Althams has 33 stores across Yorkshire, Lancashire and Lincolnshire, with customers surveyed praising the business for high service standards.
Yet more praise came from participants. One said: ‘They were very helpful, responsive, friendly, provided us with clear information and made booking easy.’ Althams bagged top marks for being able to tailor holidays to the customers needs, as well as its customer service while holidaymakers were away, also receiving a WRP rating.
In second place was Miles Morgan Travel, followed by Althams Travel in third (stock image)
Scores in general seemed to recognise the resurgence of travel agents, despite high street travel advice having been written off many times in recent years as people became more confident going online and booking their own breaks DIY-style.
Your Co-op Travel, Fred Olsen Travel and Hays Travel each scored an impressive 84 per cent.
One of the country’s largest independent, Hays Travel scored five stars for several factors including its customer service when planning and booking, description matching reality and the holiday being tailored to the customer’s needs. It was also awarded a WRP.
Overall, experts at Which? – so often hard to please – said they were impressed by travel agents’ recent records ‘across the board’. Even those ranking at the bottom on the survey – Flight Centre and Virgin Holidays – still boasted good scores of 76 per cent, and each firm analysed was rated four stars for value for money… always an important consideration.
However, the consumer champion did note that travel agents may not always be cheaper than online holiday packages, even if they do offer more exclusive, personalised trips. Then again, Which? said that speaking with someone when booking can also help to reassure holidaymakers who are concerned about endless online scams.
Your Co-op Travel, Fred Olsen Travel and Hays Travel (pictured) each scored an impressive 84 per cent
‘Travel agents offer exceptional customer service and unrivalled travel knowledge, and are well worth considering for your next big holiday,’ says Rory Boland, editor of Which? Travel.
‘It’s a chance to pop down to your local high street, have a cup of tea and chat with someone knowledgeable about where you want to go. We found great agents located all over the UK, many of whom specialise in deals from your local regional airport.’
But Roland issued a word of 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 if you book a package and the operator goes bust.’
