People value travel agents and tour operators: ABTA
ABTA’s Holiday Habits report showcases the value of travel agents and tour operators
Findings from ABTA’s Holiday Habits 2025-26 report, launched on the Travel Convention in Calvià, reinforce the significance individuals place on travel agents and operators to supply improbable holidays with wonderful customer support and value for cash.
Mark Tanzer, Chief Executive at ABTA – The Travel Association, stated: “At ABTA we all know all too properly the added value our members – travel agents and tour operators – convey to individuals’s vacation.
“While people benefit from the good deals agents and operators can secure, they also appreciate their value in lots of other ways, including the confidence they get to travel, access to expertise, and making life easier by handling all of the travel arrangements. All in all this makes for a better holiday.”
A 3rd (34%) of individuals used a travel skilled to guide their vacation during the last 12 months, with ease of reserving the commonest motive for doing so (57%), adopted by saving time (42%).
The variety of individuals saying they felt extra assured having booked via an agent or operator elevated by 5 proportion factors at 41% this 12 months, in contrast with 36% the earlier 12 months. This maybe displays the vital position of travel professionals in supporting their prospects, and rebooking preparations, within the face of any change, problem or disruption.
Being capable of accommodate prospects’ particular necessities and wants can be mirrored within the responses, with 16% saying it helps with making certain that any incapacity or mobility necessities are factored in.
Not solely do individuals admire the position travel professionals have in organising their vacation, one in 5 (22%) additionally say they’d a greater vacation on account of reserving with them – rising to 30% of 18-24 12 months olds.
ABTA’s report additionally exhibits value for cash is entrance and centre of the choices individuals are making about their vacation, with 43% of individuals reserving a bundle vacation as a result of it was the best choice for the worth, rising to 47% of 18-24 12 months olds. It can be the commonest motive why individuals booked a bundle.
Similarly, value for cash was cited by 39% of individuals as the explanation why they booked with a travel skilled.