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A survey of more than 2,500 holidaymakers who recently used a high street travel agent revealed that an incredible 94% were satisfied.
When we separately asked more than a thousand of our own members why they booked with a high street travel agent (in the past three years), most said it’s because they want to talk through their options with a real person whose skills and experience they trust. And more than a third told us that it’s because they had a complex itinerary or specific requirements, something that top-scorer Trailfinders has extensive expertise in. It's one of four high street travel agents that met additional criteria to be named a Which? Recommended Provider (WRP).
Using high street travel agents (our WRPs in particular) can save you time and energy when booking, and also means there’s someone at the end of the phone if anything goes wrong.
While travel agents are unlikely to save you money on fly-and-flop packages found online, if your trip is further afield or more complex, the direct relationships they hold may mean they have access to exclusive deals.
We found great agents across the UK, many of whom specialise in deals from your local regional airport. Read on for the full results.
For more expertly researched destination ideas and unbiased travel advice and recommendations, subscribe to Which? Travel.
Inspiring destination ideas from the experts for only £49 for the year. Plus, get £100 off holidays with Trailfinders, the Which? Travel Brand of the Year
Join Which? TravelHolidays of 7-days or more with flights. Offer ends 27 February 2026 and is accessible through other Which? subscriptions. T&Cs apply.
Why you can trust our reviews of high-street travel agents
Expert analysis
We don't evaluate providers on our individual preferences, nor do we accept freebies. Instead, we asked the opinions of 2,577 holidaymakers about their recent 3,204 holidays they booked with a high street travel agent, so you can book with confidence.
Which? Recommended Providers
Our Which? Recommended Providers are the best of the best. They must meet strict criteria, including high customer scores plus uncompromising standards on the customer service available, cancellation policies and surcharging.
| 90% | Nationwide | ||||||||
| 87% | South West/ Wales | n/a | n/a | n/a | |||||
| 85% | Northern England | ||||||||
| 84% | Midlands/ East Anglia | ||||||||
(31) | 84% | East Anglia/ South East/ South | n/a | n/a | |||||
| 84% | Nationwide | ||||||||
(32) | 82% | South Midlands | |||||||
(37) | 81% | Northern Ireland | |||||||
(65) | 80% | Nationwide | |||||||
(758) | 79% | Nationwide | |||||||
| 78% | Scotland/ Northern England/ Northern Ireland | ||||||||
(57) | 78% | East Anglia/ South East | |||||||
| 78% | England | ||||||||
(48) | 76% | South East/ London | |||||||
(267) | 76% | Nationwide |
Survey conducted in October 2025 based on responses from 2,577 Connect panel members and the public who have been on 3,204 holidays booked with high street travel agents in the past three years. Sample sizes in brackets. 'n/a' indicates we did not receive enough responses to report on a company in that category. Customer score based on satisfaction and whether members would recommend.
With any travel agent you use, be sure to check that the package you buy is ATOL-protected on the Civil Aviation Authority website. This ensures your money is safe if you book a package and the operator goes bust.
Location: Nationwide
Verdict: A specialist in bespoke holidays with unwavering customer care
Customer score: 90%
Pros
Cons
Trailfinders’ exceptional all-round service sees it top our travel agent table. You can book just about any sort of holiday with Trailfinders, but it has expertise in tailor-made trips and long-haul, as well as cultural tours and safaris. Its location-specific experts have often been on the trips themselves, so they can give first-hand recommendations when you meet with them in one of its 47 shops or chat to them on a call.
Travellers told us that they were impressed with its conscientious customer service. One said: ‘It goes the extra mile… and truly values 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.
Just be aware that if you want to pre-book an in-store appointment (to avoid waiting around) or a video call, Trailfinders charges £50 to cover pre-meeting preparation, which can be redeemed against a booking. But with a solid four-star rating for value for money, it’s likely cash well spent, especially for a highly personalised adventure.
Book a holiday with Trailfinders. Which? Travel members, and other Which? Members can currently claim £100 off all Trailfinder's holidays that include a flight and at least 7 days' accommodation.
Inspiring destination ideas from the experts for only £49 for the year. Plus, get £100 off holidays with Trailfinders, the Which? Travel Brand of the Year
Join Which? TravelHolidays of 7-days or more with flights. Offer ends 27 February 2026 and is accessible through other Which? subscriptions. T&Cs apply.
Location: Nationwide
Verdict: Smooth booking process, knowledgeable staff and friendly service
Customer score: 84%
Pros
Cons
Hays Travel has grown to more than 500 high-street shops since it launched in 1980. But in spite of its scale, the customers we surveyed still received personable service, and one told us that 'nothing seems to be too much trouble' for the agents. It achieved a five-star rating for delivering holidays that matched what holidaymakers were promised, suggesting that agents don't overembellish what you'll experience.
One customer appreciated the 'honest advice' they received from their Hays advisor, and another said it gave them the confidence to make a special booking outside their comfort zone. A few also highlighted the usefulness of Hays' frequent low-deposit offers.
Hays Travel was awarded five stars for how well it tailored holidays to the needs of each traveller, too. IT organised complicated itineraries brilliantly for people we spoke to, including trips to Vietnam, Cambodia and even Antarctica.
Book a holiday with Hays Travel.
Location: Wales and the South West
Verdict: Makes holidays easy, with lots of ways to travel from the South West
Customer score: 87%
Pros
Cons
From 2006 to 2024, Miles Morgan grew his independent travel agency to 19 stores before retiring. It’s since been acquired by Hays Travel, but runs independently, so you should still get that personal touch. 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 that it's upfront and detailed about what you get.
One traveller with limited mobility really appreciated how the company ensured that their journey went smoothly. It offers a range of holiday options but specialises in escorted tours, cruises, and departures from Bristol Airport.
Book a holiday with Miles Morgan Travel.
Location: Northern England
Verdict: Professional, family-run and excellent
Customer score: 85%
Pros
Cons
Family-run Althams Travel has a history spanning more than 150 years. Now operating 33 branches across the north of England, it offers a comprehensive choice of holidays, usually departing from Leeds Bradford, Liverpool and Manchester airports.
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 told us: ‘We have had only one issue in the 20 years we have used Althams. We go in, hear what's on offer, take advice and [the agents] even help with getting visas.’
Book a holiday with Althams Travel.
Verdict: Friendly experts, with specialist knowledge of cruises
Pros: Can book holidays other than cruises; Offers cruise holidays from Fred Olsen plus other brands; Helpful staff.
Cons: Nothing much.
Book a holiday with Fred Olsen.
Verdict: Excellent support from a small team, but there are better options for highly customised travel
Pros: Stress-free booking process, great communication from agents, sells holidays to locations all over the world
Cons: Middling score for tailoring holidays to the customers' needs
Book a holiday with Bailey's Travel.
Verdict: A warm welcome and excellent personalisation with this independent Northern Irish agency
Pros: Five-star rating for delivering holidays exactly as promised, friendly team, can adapt holidays to your needs well
Cons: Nothing major
Book a holiday with Oasis Travel.
Verdict: A helpful travel agent from Scotland with plenty of know-how
Pros: Knowledgeable agents, ironed out issues well for holidaymakers we surveyed, perks promised were delivered
Cons: Nothing much
Book a holiday with Barrhead Travel Group.
Booking a package holiday provides financial protection for your trip. Read our guide to the best and worst package holiday companies to see the Which? Recommended Providers.
