Consumers are more likely to book with a travel agent when booking higher value, last minute and longer holidays, research by Abta has found.
A study of 2,000 UK adults found agents were the most-popular booking channel in four out of six categories, including for honeymoons, holidays of more than seven nights and trips to new destinations.
Abta suggested “people want the added experience, expertise and assistance of a travel professional” when spending larger sums.
The study, published in Abta’s Holiday Habits Report 2015, found 49% of respondents would book a honeymoon with an agent, 47% a new destination, and 44% a last-minute break or holiday of more than seven nights – in each case, higher proportions than would book direct.
Only domestic holidays and city breaks saw higher proportions choosing to book direct.
Abta also highlighted a significant increase in the use of tablets to book holidays online, with one in four (24%) of online bookers saying they booked at least one getaway via a tablet compared with 18% in 2014.
The use of mobile phones remained flat at 16% of online bookers.
The PC remained by far the most popular device for booking with 91% of online bookers using a PC or laptop to book a holiday in the previous 12 months.
Abta suggested: “People are finding the mobile phone booking experience more difficult.”
The results were released at the Travel Convention at Costa Navarino in Greece on Tuesday.
Abta chief executive Mark Tanzer said: “The findings suggest that where travel professionals come into their own is assisting people with higher value and more complex trips. It is encouraging to see holidaymakers continuing to seek that expertise.”