This figure rises from 36% to 53% in households with a joint income of more than £75,000.
Research for Travel Counsellors’ new Travel Tracker conducted among 2,000 adults by Censuswide concluded timesaving was the biggest reason to go to an expert. This was named by 40% of respondents, while 38% said trusted and expert advice brought them to an agent.
Another 35% said they wanted an agent’s help and support if something went wrong, while 29% valued personal service.
There were also encouraging findings when it came to spending plans. More than three-quarters (76%) of respondents said they would spend at least as much on travel in 2024 as they have in the past 12 months, with 81% telling Travel Counsellors they would be prepared to break their holiday budgets.
The survey found the average spend on holidays was £3,223, with 10% having spent more than £7,000 on overseas trips in the past year.
Travel Counsellors chief executive Steve Byrne said: “The clear takeaway from our Travel Tracker Report is that holidays will always be a number one priority – whether in terms of financial investment or emotional fulfilment.
“While the travel industry has changed dramatically in recent years, our forward bookings are stronger than ever before. Travel advisors continue to play a vital role, and we’ve seen an unprecedented number of customers actively seeking trusted advice and bespoke support from our dedicated travel experts, all in pursuit of crafting the perfect holiday experience.
“There is much to be optimistic about for the future of the industry, underscoring its enormous value that it holds for the UK economy.”
Sustainable travel demand
The research also examined sustainability, but found a gap between awareness and action. The report concluded that while nearly half of respondents were concerned about the impact of air travel on the environment, only 13% planned to reduce it.
There was an age difference in attitude, with nearly three-quarters of 16-24 year-olds open to sustainable travel options. More than half of these were willing to pay more for it, compared with 41% of older adults.
The report added: “Breaking this down even further, the average Brit is willing to spend 14% on top of the existing price to ensure their holiday is more sustainable, whereas 16 to 24-year-olds would pay nearly a quarter more.”
There were further signs the issue of climate change is making inroads into behaviour. Nearly half of respondents (46%) agreed news about climate change had made them consider more sustainable travel.
