A survey of 2,000 UK adults, commissioned by Advantage ahead of its 2025 conference in Malta, highlights how travellers are increasingly turning to agents with years of disruption fresh in their minds.
Nearly a quarter of respondents said they had experienced issues with their accommodation on a recent holiday, while 19% encountered problems relating to their flights.
Among those who encountered challenges, more than a third – 33% – said they turned to their travel agent for help. And of that 37%, some 86% said the agent succeeded in resolving their issues.
Julia Lo Bue-Said, Advantage’s chief executive, said it was indicative of a change in mindset among travellers keen for their experiences to be flawless as they make savings in other areas to invest in their holidays.
"The findings reinforce what we’ve seen across the travel sector in recent years as budgets have got tighter," said Lo Bue-Said. "Whether it’s cutting back on day-to-day spending or delaying major life purchases, travellers are making significant sacrifices to prioritise time away.
"We are clearly seeing a shift in mindset, after years of uncertainty, [as] travellers want peace of mind and that’s exactly what the travel agent provides."
The research also revealed there may be potentially as-yet-untapped earnings available to leisure agents from corporate travellers, with 29% of these potential clients "expressing a preference for having a travel agent available throughout their trip".
Advantage said this was evidence of leisure travel expectations "rising to match the standards set by business experiences".
Lo Bue-Said said as people make more sacrifices to afford their holidays, it became increasingly important those trips are protected from any disruption and that travellers "are fully supported by travel agents".
"The fact that 86% of issues people faced were resolved when booked through an agent shows just how critical that support is," she added.
