The homeworking agency found 44% of millennials – those born between 1981 and 1996 and now aged 29 to 44 – had booked a holiday through a travel agent or advisor over the past 12 months, compared with a national average of 31%.
Data comes from the agency’s annual Travel Tracker survey, which is based on a Censuswide poll of 2,000 consumers carried out in June.
Reasons given by millennial clients for booking with a travel advisor included trusted/expert advice (50%), timesaving (50%), personalised service (39%) and someone to contact if things go wrong or plans change (37%).
The data also revealed millennials plan to spend more on travel and holidays than other generations. Nearly half (46%) plan to spend more in the next 12 months versus the previous 12, compared with the national average of 34%, while just 8% of millennials are planning to spend less.
A third of millennials said they were prioritising saving for holidays over saving for weddings or planning a family.
Travel Counsellors chief executive Steve Byrne said: “We’ve seen a rise in bookings from millennial customers in H1 with particularly strong growth in cruise and adventure travel. This demonstrates their preferences for premium and differentiated travel experiences.
“These are consumers who want more than just a holiday – they want peace of mind, personalised experiences, and meaningful, memorable journeys.”
Travel Counsellors also reported record sales of £566 million in the six months to 30 April. It said this represented double-digit year-on-year sales growth, but did not give further details.
This growth was supported by 149 new travel advisors, taking the total to "more than 2,206”. It said summer 2025 was “set to be another strong season”, with bookings across July and August 11% ahead of the comparable time last year.
The survey also noted the rise of sustainable travel, with 62% of millennials saying they were more environmentally conscious when planning holidays compared with the past two to three years ago. This compared with 42% of Generation X and Baby Boomers.
In addition, 42% of millennials have avoided booking a destination due to concerns about overtourism or environmental impact compared with the 28% national average.
Byrne said: “These generations are increasingly values-driven, more environmentally conscious and most likely to seek out expert guidance and advice to help make the most of their travel.”
