As the UK prepares for Sunshine Saturday on January 3rd – widely anticipated to be the busiest day of the year for holiday bookings – consumer champion Which? has unveiled its definitive list of the nation's best high street travel agents for 2026.
Why Brits Are Returning to the High Street
The findings come from a comprehensive survey of over 2,500 holidaymakers, all of whom had used a traditional travel agent in the past three years. The research reveals a significant resurgence in face-to-face bookings, driven by a desire for personalised expertise and complex trip planning.
60% of respondents stated their primary reason for using an agent was to discuss options with a human expert, while 36% needed help with a complex itinerary or specific requirements.
Rory Boland, Editor of Which? Travel, emphasised the value of this service: ‘Travel agents offer exceptional customer service and unrivalled travel knowledge, and are well worth considering for your next big holiday. It’s a chance to pop down to your local high street, have a cup of tea and chat with someone knowledgeable about where you want to go.’
The Top-Rated Travel Agents for 2026
Which? assessed agents on customer service, accuracy of holiday descriptions, and the quality of services like flights and accommodation. Here are the standout performers.
1. Trailfinders (Score: 90%)
Topping the table with an impressive score of 90%, Trailfinders is a Which? Recommended Provider (WRP) and the current Which? Travel Brand of the Year. Praised for their exceptional all-round service, one customer noted they ‘go the extra mile, truly value not only your custom, but your pleasurable holiday experience.’
With 47 shops nationwide and phone support, the company employs location-specific experts who provide first-hand recommendations.
2. Miles Morgan Travel (Score: 87%)
This South and West Wales-based agent, also a WRP, scored 87%. Its 19 shops all received five-star ratings for customer service during planning and booking, for accuracy, and for service quality. Specialising in cruises and escorted tours, the company was described as ‘efficient, without being pushy.’ It was also commended for ensuring a stress-free trip for travellers with limited mobility.
3. Althams Travel (Score: 85%)
The North of England's Althams Travel achieved an 85% score and a WRP award. It earned five stars for its ability to tailor holidays to individual needs. Customers celebrated its outstanding care, from the initial booking right through to the holiday itself. One holidaymaker said: ‘They were very helpful, responsive, friendly, provided us with clear information and made booking easy.’
4. Joint Fourth Place (Score: 85%)
Three companies shared fourth place with 85% each:
Co-op Travel received five stars for planning, booking, and tailoring services. One family called it a ‘fantastic travel company’ that provided a ‘brilliant experience.’
Fred Olsen Travel, sister company to the cruise line, earned five stars for service quality and accurate descriptions. A customer praised the ‘amazing service all round from an extremely knowledgeable staff member.’ Beyond cruises, they specialise in city breaks, beach holidays, and Arctic expeditions.
Hays Travel, the UK's largest independent travel agent, secured five stars across all aspects. Customers found staff ‘knowledgeable, friendly, easy to deal with, and just what is needed from a Travel Agent.’
Planning Your Next Getaway
With Sunshine Saturday marking the traditional start of the peak booking period, this research provides a timely guide for Brits seeking expert help to plan their 2026 escapes. The clear message is that for personalised service, complex trips, and peace of mind, the UK's high street travel agents are proving more valuable than ever.
