Figures from Abta’s 2024/25 Holiday Habits research reveal that among those respondents who have booked with a travel professional over the past 12 months, 37% said they get their inspiration from agents and operators – matching input from friends and family.

Abta said the data highlighted how consumers value not just agents and operators’ service and support, but also their "extensive knowledge".

In addition, more than two-thirds of the full 2,000 respondents – 68% – said they only trust companies that are members of Abta.

Among the full survey cohort, the most commonly cited source of inspiration was general internet search (49%) followed by family and friends (39%), with travel websites, newsletters or guidebooks third (36%).

Abta, though, observed "significant generational differences" in responses. While one-in-five (21%) use social media for inspiration, this rises to 42% among 18- to 24-year-olds and 44% among 25- to 34-year-olds.

Graeme Buck, Abta’s director of communications, said it was important for agents and operators to be aware of the wide range of sources consumers were turning to to plan their holidays, and the discrepancies between different age groups.