The consumer champion has urged customers to book directly with hotels and airlines after finding that some foreign-owned OTAs offer poor customer services or rarely find the cheapest prices. 

Spanish online travel agency Opodo was singled out as the lowest-ranking flight website in Which?’s survey due to its poor customer service, while Expedia is the least likely to find travellers the cheapest flights available. 

While the report focused primarily on the OTA sector, Advantage Travel Partnership chief executive Lo Bue-Said said the report failed to recognise “the added value that travel agents offer beyond basic price” in terms of both experience and advice.

“Travel agents can help consumers navigate booking holidays that account for their various needs, desires, concerns and budgets,” she said. “They also ensure that travellers have the peace of mind of knowing that their holiday bookings are financially protected, avoiding any scams.”

Agents’ role is especially fundamental, Lo Bue-Said has said, when customers are faced with travel disruption as they have an expert in their corner whose job is to fight for them. 

She added: “There really is no substitute for agents who act as advisors, who know their clients and can provide expert consultation, good value, support, advice and peace of mind.”