Which? asked more than 1,000 of its members why they booked with a high street travel agent over the past three years; 60% said they opted to book face-to-face so they could "talk through their options with a real person", while more than a third (36%) said their choice owed to a complex itinerary or specific requirement.
Trailfinders topped Which? members' list of high street agencies with an overall customer score of 90% based on factors such as customer service, range of holiday options, quality of services, how the description matched the resulting holiday, agents' ability to tailor trips and value for money.
Hays Travel-owned Miles Morgan Travel came second with 87% and Althams Travel third with 85%. All three, along with Hays itself – which scored 84% – have been named Which? Recommended Providers. Co-op and Fred Olsen Travel also scored 84%.
Others making the list, which predominantly features larger chains and sizeable miniples, include Baileys Travel (82%), Oasis Travel (81%), Kuoni (80%), Tui (79%), Barrhead Travel (78%), Premier Travel (78%), Spear Travels (78%), Flight Centre (76%) and Virgin Holidays (76%).
None of the 15 agencies making the list achieved fewer than three stars across any of the seven criteria, with all 15 scoring four out of five for value for money.
The three three-star ratings were all awarded for agents' ability to tailor trips to clients' needs, while the most five-star ratings (six) were handed out for holiday descriptions matching the eventual trip.
Which? said using a high street agent delivered strong value for money, helped cut through the "overwhelm" when booking DIY, saved travellers time and energy, and ensures their is always someone at the end of the phone if anything goes wrong.
It added that while agents were "unlikely to be cheaper than fly-and-flop packages found online, for further afield or more complex trips", their direct relationships with suppliers often mean they have access to exclusive deals, and bespoke excursions and activities.
In addition, Which? said at a time of heightened concern about scams and consumer protection, booking with an agent – with packages typically providing Atol protection – offered greater peace of mind.
Rory Boland, Which? Travel editor said: “Travel agents offer exceptional customer service and unrivalled travel knowledge, and are well worth considering for your next big holiday. It’s a chance to pop down to your local high street, have a cup of tea and chat with someone knowledgeable about where you want to go.
“We found great agents located all over the UK, many of whom specialise in deals from your local regional airport. With any travel agent you use, be sure to check the package you buy is with an Atol protected provider on the Civil Aviation Authority website. This ensures your money is safe if you book a package and the operator goes bust.”
