Why Booking with a Travel Agent Is Still Worth It in 2026

If you’ve ever tried to organise a holiday with multiple tabs open, comparing flights, hotels, reviews, baggage rules, transfer options and entry requirements, you’ve probably asked the same question millions of UK travellers are still typing into Google: why use a travel agent when everything appears bookable online?

It’s a fair question. Booking tools are slicker than ever. AI can build itineraries in seconds. Airlines and hotels actively encourage you to book direct.

And yet, in 2026, travel agents aren’t disappearing — they’re becoming more relevant.

That’s because modern travel is more fragmented, more regulated, and more unforgiving when something goes wrong. Prices change fast. Entry rules evolve. “Cheap” deals hide costly gaps. And when you’ve stitched everything together yourself, there’s often no single party responsible for putting it right.

This guide explains, clearly and honestly, why using a travel agent still makes sense in 2026, especially for UK travellers who value protection, clarity, and proper human support.

We’ll also cover when you don’t need an agent, how to check one is legitimate, and why financial protection schemes really matter — including the difference between ABTA and Protected Trust Services (PTS).

Why use a travel agent in 2026? A UK reality check

The biggest change in travel isn’t technology — it’s risk distribution.

In 2026, travellers face:

• More flight disruption than pre-2020
• Dynamic pricing that shifts daily
• Fake or incentivised online reviews
• Complex fare rules and baggage exclusions
• Entry schemes like ETAs, transit visas, and passport validity rules

Online booking hasn’t removed complexity. It has outsourced it to the traveller.

A good travel agent’s job is not to “find deals”. It’s to:

• Filter options
• Flag risks
• Structure bookings correctly
• Take responsibility if plans change

That’s the real answer to why use a travel agent in today’s travel landscape.

1. Less choice, better decisions (and far less overwhelm)

Choice paralysis is real.

When every hotel has five room types and every flight has six fare families, “more options” rarely lead to better outcomes.

A travel agent:

• Narrows the field based on you
• Explains trade-offs in plain English
• Helps you choose confidently — not endlessly compare

That alone saves hours, often days, of stress.

2. You’re paying for judgement, not just bookings

AI can generate itineraries. Booking engines can show availability.

What they can’t do is judge:

• Whether a tight connection is realistic after immigration
• If a resort marketed as “luxury” feels personal or impersonal
• Whether a hotel location works for families, couples, or mobility needs
• When a “saving” now increases risk later

Travel agents build this judgement from pattern recognition — hundreds of bookings, not one algorithm.

3. One responsible party if things go wrong

Here’s a real-world-style scenario many travellers recognise:

Your outbound flight is delayed, you miss a connection, and your hotel marks you as a no-show.

If you booked independently:

• The airline deals only with flights
• The hotel deals only with rooms
• The transfer company does nothing

You become the coordinator — often from an airport queue.

With a package booked through a travel agent, one party is responsible for fixing the whole problem.

That’s a major reason why using a travel agent still matters.

4. UK travel protection explained simply

This is where many DIY bookings quietly fall down.

When booked properly through a UK travel agent, your holiday may be protected by:

• ATOL (for flight-inclusive trips)
• Package Travel Regulations (PTRs)
• A recognised financial protection scheme

These protections mean:

• Refunds if a supplier fails
• Legal responsibility for changes
• Assistance if you’re stranded

DIY bookings often sit outside these frameworks.

Our detailed article on the Package Travel Regulations explains why properly structured holidays offer far more protection than DIY bookings.

ABTA vs Protected Trust Services (PTS): what’s the difference?

Many travellers assume ABTA is the only protection worth knowing. It isn’t.

ABTA

ABTA is a long-established trade association. Its members:

• Must follow a code of conduct
• Provide financial protection for non-flight packages
• Offer a complaints and arbitration process

ABTA membership combines trade representation with consumer protection.

Protected Trust Services

Protected Trust Services (PTS) is different.

PTS is a specialist trust-based financial protection scheme, authorised and regulated to protect customer funds. Instead of membership-style bonding:

• Your money is held in a ring-fenced trust account
• Funds are released only when suppliers are paid
• If a travel company fails, customer money remains protected

PTS focuses purely on financial security, not trade lobbying or marketing.

Why this matters

A travel agent does not need to be an ABTA member to be legitimate or safe.

What matters is:

• How your money is protected
• What scheme applies to your booking
• That this is explained clearly before you pay

Jamie Wake Travel is a PTS member, which means your funds are safeguarded through an independent trust structure — a model many modern agencies now use.

If you want a clearer explanation of how different UK protection schemes work in practice, this guide to ABTA, ATOL, and Protected Trust Services protection explains the differences simply.

5. Value is more than price on screen

Online prices often exclude:

• Transfers
• Baggage
• Resort fees
• Local taxes
• Realistic cancellation flexibility

Travel agents spot these gaps early.

Sometimes the agent price is the same. Sometimes it’s slightly higher. But often it represents better overall value — fewer surprises and stronger protection.

6. One point of contact, not five suppliers

Modern holidays are rarely one booking.

Flights. Hotels. Transfers. Experiences. Insurance.

A travel agent:

• Coordinates everything
• Issues one invoice
• Acts as your advocate

This is especially valuable for:

• Multi-centre trips
• Honeymoons
• Cruises with pre/post stays
• Family or group travel

7. Entry rules and documentation are stricter in 2026

Post-pandemic travel introduced:

• ETAs and electronic entry approvals
• Passport validity rules that differ by destination
• Transit requirements many travellers miss

Agents flag these before departure, not at check-in.

8. Homeworking agents are still fully protected

Many UK travel agents now work remotely.

This doesn’t reduce protection.

A legitimate homeworking agent:

• Is still ATOL registered where required
• Uses regulated protection schemes like PTS
• Issues the same documentation

Service delivery has changed — standards haven’t.

9. Support during the holiday, not just before it

Another scenario:

Your resort closes a restaurant, downgrades facilities, or relocates guests.

With a package:

• The organiser must offer alternatives or compensation
• Your agent handles communication

With DIY bookings, responsibility is fragmented — and resolution is slower.

10. Transparency around fees builds trust

Some agents charge planning fees. Some don’t.

Good agents explain:

• What you’re paying for
• Where their value lies
• What support you’ll receive

That transparency is part of why use a travel agent feels like a professional service — not a sales pitch.

11. When booking direct is absolutely fine

Being honest matters.

DIY booking often works well if:

• You’re booking a simple UK stay
• You know the destination well
• You’re comfortable handling changes
• The financial risk is low

A good agent will tell you this — and that honesty strengthens trust.

For a deeper look at how professional advice, financial protection, and accountability compare to booking direct, our guide on why booking through a travel agency breaks it down clearly.

12. How to check a travel agent is legitimate (UK checklist)

Before booking, ask:

• What financial protection scheme applies to my booking?
• Will I receive an ATOL Certificate if flights are included?
• Are customer funds held in trust (e.g. PTS)?
• Who is legally responsible if plans change?

A professional agent welcomes these questions.

As part of booking safely with a travel agent, it’s also worth understanding why payment links offer more protection than traditional phone payments.

Jamie Says:

“People think travel agents survived by competing on price and being cheaper than the internet. That’s not true. We survived by competing on responsibility. We survived by taking responsibility when things go wrong. When things go wrong — and they do — someone needs to own the problem. That’s what a good agent does. In 2026, that will matter more than ever.”

Jamie Wake Travel isn’t just a travel agent — we create our own holidays

Here’s something many travellers don’t realise.

Jamie Wake Travel doesn’t just sell holidays created by tour operators. We also create our own holidays under our own ATOL.

That means we can:

• Package flights and accommodation together ourselves
• Control how trips are structured
• Apply the correct protections from the outset
• Take legal responsibility for the holiday we build

This is different from simply clicking “add flight” and “add hotel” on a booking site.

When we create a holiday, we are acting as the organiser, not just an intermediary — which brings stronger consumer protection and clearer accountability.

To understand how creating holidays under our own licence benefits customers, read what our ATOL licence means for you.

Build-your-own holidays — with real protection

Our website allows customers to create their own holidays online, choosing flights, hotels, durations and room types — much like popular booking platforms.

The key difference?

Your holiday is still:

• Structured correctly as a package
• Protected under our ATOL
• Backed by our Supplier Failure Insurance
• Supported by real people if plans change

Many customers are surprised to find these holidays are often cheaper than other online booking sites.

That’s not because corners are cut. It’s because:

• We often use the same core suppliers as major platforms
• We don’t layer unnecessary marketing costs on top
• We price dynamically rather than locking into inflated “headline” deals

In other words, you’re accessing the same travel ecosystem, but with better structure and protection.

Online convenience, human accountability

You don’t have to choose between:

• Booking online or
• Booking with a travel agent

With Jamie Wake Travel, you can:

• Build your holiday online at a time that suits you
• Secure it under our ATOL
• Know that if something goes wrong, there’s a company legally responsible for putting it right

That combination — digital flexibility with real-world accountability — is a big part of why modern travellers still ask why use a travel agent, even in 2026.

Why this matters in practice

If a flight time changes, a hotel is overbooked, or a supplier fails:

• DIY bookings often leave you chasing multiple companies
• Platform-based bookings may point you back to the supplier

When we create the holiday, we own the problem — and that’s exactly how UK travel law is designed to protect consumers.

Booking with confidence: protection explained simply

When you book through a reputable UK travel agent:

• You know who holds your money
• You know what protection applies
• You know who to call if plans change

That clarity is increasingly rare in DIY travel.

Why book with Jamie Wake Travel?

At Jamie Wake Travel, we combine:

• Independent advice
• Full ATOL protection and Supplier Failure Insurance
• Human support before, during, and after travel
• Access to trusted global suppliers
• Honest guidance — including when DIY is fine

You can call us on 01495 400005, make an enquiry online, or use our website search tool to create a holiday as unique as you are.

No pressure. Just proper travel planning.

One last thought…

Travel in 2026 is exciting — but it rewards preparation and protection more than ever.

So if you’re still wondering why use a travel agent, ask yourself this instead:

If something goes wrong, who do I want in my corner?

Frequently Asked Questions: Why Use a Travel Agent