Consumers are giving more thought and consideration to those they are booking in a change in behaviour since the pandemic, according to Abta.
Three-quarters of people say booking with a well-known name in the travel industry will be an important part of the booking process this year, up from 62% in pre-pandemic 2019.
Latest figures from the travel association also show people are 36% more likely to book with a travel professional now than before the pandemic, with getting the security of a package holiday (45%), up-to-date advice (38%) and good value for money (31%) among the top reasons for doing so.
The results came as Abta suggested a desire to get away this February school half-term reflects a wider demand for overseas travel with agents and operators reporting record-breaking sales in January for 2023 holidays.
The new data from Abta reveals that, of those travelling abroad this year, 15% will be heading overseas during February half-term as foreign holidays remain a top priority despite the rising cost of living.
Popular winter sun destinations include the Canary Islands, mainland Spain, Portugal and Malta, plus Dubai, Florida, Mexico and the Caribbean for those heading further afield. France, Italy and Switzerland are the top ski destinations.
Abta chief executive Mark Tanzer said: “The enthusiasm we’ve seen for holiday bookings this year shows just how high they are on people’s priority lists, despite the current squeeze on household budgets.
“There is, of course, a strong focus on getting good value for money, which is one of the reasons why people are turning to trusted travel agents and tour operators to plan their trips.
“People are realising that, as well as being able to give them the latest advice and expert help if something goes wrong, they’re also highly skilled at finding the best holiday for their budget.”