With mainstream stores losing market share to the web, the likes of Tui and Thomas Cook have both spent cash upgrading their networks.

Although the days of huge multiples dominating towns and cities across the country are probably behind us, there are still opportunities available.

Some independent agents have been able to thrive by entrenching themselves in their local communities and the big two alongside Kuoni UK and Virgin Holidays have built concept stores in key shopping areas.

Nevertheless, Mintel is predicting a slow, steady decline for the number of holidays booked by high street agents. In 2011 they accounted for 19.5 million holidays. This number dropped to 16.3 million last year. Mintel is forecasting that this will fall even further to 13.8 million in 2020.

If agents are to stem this decline or even buck the trend it is clear they are going to have to offer something different. Thomas Cook is the travel brand that most surveyed had booked with over the past two years, followed by Thomson, The Co-operative Travel and Virgin Holidays.

While some travel agents are still focused on plastering the latest deals across windows, interestingly this doesn’t rank highly as a reason for using an actual store.

Reasons for using stores
Previous experience with the shop came out on top of the Mintel survey, with 40% of people identifying it as a reason for choosing that retailer.

“The focus travel agents are giving towards the store experience itself, whether through the introduction of virtual reality or bars serving drinks, should help to cement loyal customer bases that will return time and time again to book their holidays,” the report said.

The second most popular reason was convenience, followed by brand familiarity. Deals available ranked joint fourth alongside a personal recommendation.

Worryingly for travel agents, when presented with a list of new technologies and initiatives and asked whether any would entice potential holidaymakers to visit a store, 57% of those surveyed said none of them would. However, one innovation that would persuade most people to step inside an agency is virtual reality facilities to preview destinations.

Joint second was virtual reality technology to preview accommodation and tablets for looking at brochures and making bookings. “The introduction of virtual reality headsets should be a perfect addition to the increasingly common concept store format.

Virtual reality has the potential to really excite holidaymakers, bringing online-only bookers back into stores in order to get an exclusive taste of potential holidays,” said leisure analyst Rebecca McGrath.

In recent years TTG has heard many and varied opinions over brochures. Some agents have eradicated them from their store, while others have found customers are still as keen to flick through them as they have ever been.

Mintel’s findings make it appear that print brochures are still a worthwhile investment though. Some 23% of those surveyed said they enjoyed reading a print brochure more than viewing holidays online.

“Mintel’s findings suggest that along with developing their digital presence and in-store technology, travel agents should not overlook the value of continuing to produce high-quality print brochures,” the report said.

Complex requests
Meanwhile, 27% of those questioned said they only like to use a travel agent when they have a holiday that requires more planning and 18% said they would be happy to visit a concession-style agent.

In terms of the details travellers are looking for from agents, local transport information came top followed by health advice, the range of activities on offer and food and nightlife recommendations.

“Expert, personalised advice services could become a more central component of travel agents going forward, as people look for detailed advice, before and after booking, that may be difficult to come across online,” the report said.

While increased personalisation and innovation have the potential to transform travel agents, the results of a second survey from Mintel looking at holiday booking methods shows the tough task ahead. Three quarters of those who responded said that the last holiday they booked was online, with only 9% going to visit a physical store.

The information in this article comes from two studies produced by market research firm Mintel