Advantage chief executive Julia Lo Bue-Said said Advantage members were seeing an increase in younger clients, with 20% of new customers booking through Advantage agents aged between 35-44 and 52% between 45-54.

These, she said, preferred “experience and on-the-ground knowledge over chancing their arm through faceless booking sites” or dealing with AI-driven intermediaries.

“You would think that the role of the travel agent expert – once a fixture on every high street, in every town around the country – would have been made obsolete. In fact, though, the opposite is true," said Lo Bue-Said.

She added members who dealt in the corporate travel sector were also seeing an increase in clients due to a greater focus on duty of care and traveller wellbeing post-pandemic.

“This demonstrates that travellers and holidaymakers are increasingly looking for expert holiday advice and guidance in finding the best value break, inspiration and value the unwavering support of an expert if things don’t go as planned.”

However, looking ahead, Lo Bue-Said called for caution: “While trading remains positive, an unsettled economy means new pressures have come through alongside significant rises in operating costs. 

“Add in a cost of living crisis that is seeing millions of people having to cut back on discretionary spending – money they might have once spent on a holiday is now going on household bills or the mortgage and rent – and the picture is still far from rosy.”