A WTM poll of 1,000 UK consumers found 22% of 35 to 44-year-olds were now more likely to book with an agent than they were before the Covid crisis.

The trend was similar among 22 to 34-year-olds (21%) and 18 to 21-year-olds (20%), and compares to 13% among 45 to 54-year-olds, 12% for 55 to 64-year-olds and 14% for the over-65s.

WTM said its research showed confusion around ever-changing Covid-related travel regulations, known to have changed in excess of 50 times during the pandemic to date, had resulted in more people looking for advice from the trade rather than risk DIY bookings.

Londoners were found to be the most likely to switch to booking with a travel professional (22%), followed by people in Scotland and Wales (18%), the North East and South East (13%) and Yorkshire and Humberside (12%).

WTM London Exhibition Director Simon Press said the findings would come as good news for travel agents.

"WTM London has been saying for a long time that travel agents are here to stay. Travel agents have been the unsung heroes of the pandemic – working for months on end without pay, rebooking, refunding and reorganising people’s dream holidays.

“They’ve also had to keep on top of the constantly changing rules – not only which countries are, or were, on the green, amber or red list, but also whether those countries are actually open to UK visitors and whether they are on the Foreign Commonwealth and Development Office’s list of ‘safe’ destinations."

Press also praised the trade for its efforts to stay on top of Covid testing rules and entry requirements on an often country-by-country basis. "No wonder agents tell us all they are working harder than ever before," he said.

“Many agents have also dealt with requests from people who didn’t book with them – who either booked direct with a company that they were later unable to get hold of when something went wrong, or did a DIY booking and became unstuck. The fact that people are understanding and appreciating agents’ worth is great to see.”