Rise in UK consumers turning to high street travel agents for advice

Somewhat self-serving research has been released by the Association of British Travel Agents (ABTA), a UK-based travel agents association. Their 2012 Consumer Travel Trends Survey, involving 2,008 adult UK consumers, found that the number of people booking a holiday abroad through a travel agent on the high street has risen, despite the plethora of online options.

In 2010, 17% of people booked a trip abroad via a high street travel agent, rising to 25% in 2011 and 27% in 2012. Even holidays taken within the UK are increasingly being booked through a high street outlet - 13% in 2012 compared to 8% the previous year.

At the same time, consumer sentiment towards travel agents has become more positive rising from 30% to 40% in the last year, according to ABTA's survey.

Why, with the plethora of holiday choice and booking options online, are people increasingly turning to personal consultations with a travel agent? Predictably, ABTA says it's because "consumers value the help of a human being and the reassurance of dealing with someone face to face".

Their research appears to show this to be true. Even the Internet generation, those ages 15-24, increasingly value the services of a high street travel agent. This year, almost half (45%) said they valued their help and advice, up from 30% in 2011.

Furthermore, 52% of this younger generation believes travel agents are good at finding what customers need, up from 36% in 2011.

Has the choice consumers are confronted with online become too bewildering to sift without the help of a professional? Perhaps. But it's worth noting that while the survey highlights that more people value high street travel agents, just 27% went on to book through one. So, while agents may be being consulted by more people, and their advice valued, many continue to book online.

Tags: online travel, OTA, travel agency, travel market, travel trends, UK