Media Comment: Travel agents recognised in Which? Best High Street Travel Agents 2026

Following the publication of Which?’s Best High Street Travel Agents 2026 report, The Advantage Travel Partnership Chief Executive Officer Julia Lo Bue Said OBE shares her view on the recognition of travel agent excellence. She reflects on the expertise, care and personalised support agents provide, and why their role remains so valuable for consumers navigating an increasingly complex travel landscape.

“We’re delighted to see several of our travel agent members have been deservedly recognised by Which? in its annual report of the ‘Best high street travel agents 2026’, reflecting the fantastic work they do day-in, day-out for their customers in helping to organise truly memorable and stress-free holidays. A travel agent can offer far more than simply booking a trip as they provide expert knowledge, trusted advice and a highly personalised service that is built around understanding each customer’s individual needs, preferences and budget. 

Whilst the report notes that travel agents may be less likely to save money on certain fly-and-flop packages compared to some online offerings, it does not fully take into account the sizeable buying power our members have giving them access to competitive options as part of their Advantage membership. In addition, the vital role our members play when things go wrong, which, unfortunately, sometimes can and do happen for reasons entirely outside of a traveller’s control. It is in these moments that a travel agent really comes into their own, offering a vital human connection, reassurance and practical support, taking responsibility for resolving issues quickly and effectively so customers are not left to navigate problems on their own. 

Similarly, in a world of endless holiday options available online, it can be incredibly difficult for consumers to know what is genuine, good value and right for them, with many experiencing confusion and information overload. This is where the role of the travel agent is so important, having a knowledgeable, experienced professional to speak to directly. Someone who can cut through the noise, listen carefully to what a customer wants and apply their expertise, this helps to turn complexity into clarity. Travel agents are uniquely placed to curate and recommend incredible holiday options across all destinations and budgets, delivering confidence, peace of mind and an overall better travel experience.”