Third of Britons booked through travel professional in past year, says Abta

A third of British consumers who went on holiday in the past year used a travel professional to book their trip, according to new Abta research.

 

In total, 34% of the 2,000 people surveyed in the association’s annual Holiday Habits survey booked through an agent or tour operator over the past 12 months, with the added ease of booking being the most common reason given (57%), followed by the desire to save time (42%).

 

Abta said the figure has been “pretty consistent” over the past five years, however, it is lower than the 38% recorded in last year’s Holiday Habits survey.

 

More: Underlying demand justifies optimism despite challenges, says Abta chief

 

Affordability will continue to be consumers’ ‘top priority’ when booking holiday

 

The number of people saying they felt more confident having booked through an agent or operator increased by five percentage points at 41% this year, compared with 36% over the previous 12 months.

 

Abta’s research also found one in five (22%) said they had a better holiday as a result of booking through travel professionals – rising to 30% of 18-24 year olds.

 

The report also shows value for money is front and centre of the decisions people are making about their holiday, with 43% of people booking a package holiday because it was the best option for the price, rising to 47% of 18-24 year olds. This is also the most common reason why people booked a package.

 

Similarly, value for money was cited by 39% of people as the reason why they booked with a travel professional.  

 

Unveiling the data at its annual conference in Calvia, Majorca, Abta said this the findings “perhaps reflect the important role of travel professionals in supporting their customers, and rebooking arrangements, in the face of any change, challenge or disruption”.

 

Abta chief executive Mark Tanzer said: “At Abta we know all too well the added value our members – travel agents and tour operators – bring to people’s holiday.

 

“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.”

 

Looking ahead, 71% of people surveyed are planning to go on holiday in the next 12 months, with 46% already having overseas travel booked. Abta said this highlights “confidence travel is high”.

 

Abta’s Holiday Habits research was conducted by The Nursery Research and Planning, which surveyed 2,000 UK adults between July 21 and August 1.