Going the extra mile: Which? reveals the best high street travel agents
Which? asked more than a thousand members why they booked with a traditional high street travel agent in the past three years. Most (60%) said it is because they want to talk through their options with a real person, while more than a third (36%) said it is because they had a complex itinerary or specific requirements.**
Trailfinders topped the travel agent table with a score of 90 per cent. Already a Which? Recommended Provider (WRP) as a tour operator, and Which? Travel brand of the year, Trailfinders’ received five stars in the majority of categories, especially for its exceptional all-round service. One customer told Which?: “They go the extra mile [...and] truly value not only your custom, but your pleasurable holiday experience.” Happy holidaymakers keep returning to Trailfinders, and one said they had booked more than 20 trips with the company. Trailfinders location-specific experts have often been on the trips themselves, so can give first-hand recommendations when you meet with them in one of its 47 shops, or chat to them on a call.
Following closely behind was Miles Morgan Travel and with a score of 87 per cent, it was also awarded a WRP. The travel agent, which is based in the South West and Wales, has 19 shops, received five stars for customer service during the planning and booking stages, description matching reality and the quality of services provided (e.g. flights, accommodation, transfers). It offers various holiday types, but specialises in escorted tours and cruises. One respondent reported that Miles Morgan’s agents are “efficient, without being pushy”, and its five-star rating for how well descriptions match reality shows they are upfront and detailed about what you get. One traveller with limited mobility really appreciated how the company ensured that their journey went smoothly.
Althams Travel, which is based in the North of England, also impressed holidaymakers with a score of 85 per cent. The agent that offers a comprehensive choice of holidays, also received a WRP award and received a five star score for tailoring the holiday to the customers needs and also customer service whilst travellers were on holiday. Its customers praised the seamless booking experiences and the agents’ willingness to help them personalise their holiday and make special requests. This high level of customer care has brought travellers back again and again. One holidaymaker said: “They were very helpful, responsive, friendly, provided us with clear information and made booking easy.”
Co-op Travel, Fred Olsen Travel and Hays Travel all received a score of 84 per cent.
Hays Travel, the UK’s largest independent travel agents, scored five stars for customer service when planning and booking, description matching reality and the holiday being tailored to your needs. One customer said: “The staff were knowledgeable, friendly, easy to deal with...just what is needed from a Travel Agent!”. Hays was also awarded a WRP by Which?.
Co-op Travel received five stars for customer service when planning and booking and tailoring the holiday to your needs. One customer called Co-op a “fantastic travel company, they did everything for us and we as a family had a brilliant experience and time away.”
Fred Olsen Travel agents, a sister company of the famous cruise provider, received five stars for customer service during the planning and booking process, quality of services and description matching reality. Alongside a specialist knowledge of cruises, the agent offers many other trip types too, including city breaks, beach holidays, and even Arctic expeditions. One customer said: “Amazing service all round from an extremely knowledgeable staff member who understood our wishes and preferences and assisted us accordingly”.
Customer scores for travel agents were high across the board. Even those at the bottom of the table, Flight Centre and Virgin Holidays received a strong score of 76 per cent.
All of the travel agents in the survey received a score of four stars for value for money, highlighting how more people should be using them, especially if they often feel overwhelmed when booking a trip themselves.
Using these companies can save travellers time and energy when booking, and also means there is someone at the end of the phone if anything goes wrong. While travel agents are unlikely to be cheaper than fly-and-flop packages found online, for further afield or more complex trips, the direct relationships they hold may mean they have access to exclusive deals and bespoke excursions and activities.
At a time when people are concerned about scams and holiday protection, the added benefit of speaking with a real person provides extra reassurance. Customers can ask questions that are often difficult to answer when booking online and navigating countless add-ons.
Rory Boland, Editor of Which? Travel 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.”
Notes to Editors
Which? surveyed over 2,500 holidaymakers about 3,204 experiences using a high street travel agent. Of the overall experiences, 94 per cent told the consumer champion they were satisfied.
Last year, ABTA reported a rise in people booking with travel professionals in their annual Holiday Habits report*. Travel professionals are also growing their popularity among young families and young people, a trend that has been steadily building over the past five years. It reports that package holidays continue to be the most popular way to travel overseas, booked by 71% of 18-24-year-olds.
Survey of 2,577 Connect panel members and the public in Oct 2025, based on 3,204 holidays that lasted more than 2 nights booked with high street travel agents in the past three years (since Sept 2022). Trips were a mixture of packages and non-packages. Sample sizes in brackets. Dash (-) = sample size too small (min 30).
**Survey of 13,506 Connect panel members in Oct 2025 and asked respondents if they booked with a high street travel agent in the last 3 years. 1,542 respondents booked with a high street travel agent in the last 3 years.
Main locations EA = East Anglia, N = Northern England, NI = Northern Ireland, SE = South East, SW = South West. Customer score based on overall satisfaction and likelihood of recommending a company.
Which? Recommended Providers (WRPs)
- Trailfinders
- Miles Morgan Travel
- Althams Travel
- Hays Travel
Co-op Travel (Your Co-op Travel/ The Midcounties Co-op) and Fred Olsen couldn’t be WRP travel agents because they wouldn’t commit to never surcharging customers. Which? won’t recommend any package holiday provider that might ask for more money after you book. These steps, among others, ensure we only recommend the best companies.
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About Which?
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