Generation Z Leads High Street Travel Agent Revival As Digital Fatigue Sets In

In a surprising shift within the travel industry, Generation Z is spearheading a remarkable return to high street travel agents, citing digital booking fatigue as a primary driver. Sebastian Ebel, TUI’s chief executive, reveals that younger consumers are increasingly favouring face-to-face interactions over time-consuming digital bookings through apps and websites.

The phenomenon marks a significant departure from expected behaviour patterns among digital natives. Ebel notes his initial scepticism was challenged when his own children opted for traditional travel agency services, prioritising leisure time over extensive online research. “They want to have an extra half hour for gaming instead of looking through the internet,” he explains.

This trend appears rooted in a growing demand for authenticity among younger travellers, who express concerns about the reliability of social media travel content on platforms like Instagram and TikTok. Peter Krueger of TUI emphasises that while young people still seek online inspiration, particularly through TikTok and ChatGPT, they harbour reservations about booking accuracy.

TUI, which counts Britain as its largest market, reports approximately half of its bookings originate from travel agents. The company maintains 330 UK shops and has expanded its third-party agent network to meet rising demand for personalised service. This strategic positioning has proven particularly valuable as package holidays gain renewed popularity, offering enhanced refund security compared to flight-only arrangements.

The travel giant is adapting to evolving market conditions by adjusting its long-haul offerings. Recent changes include removing flights from London to Costa Rica and St. Lucia while introducing services from Belfast to the Dominican Republic. The company is also noting increased interest in destinations like Thailand, Egypt, and Cape Verde, where favourable exchange rates and accessibility are attracting cost-conscious travellers.

Despite recent share price volatility following weak UK holiday bookings, Ebel maintains an optimistic outlook, indicating that demand levels have stabilised. The company anticipates continued resilience in the face of economic pressures, though acknowledges that consumers may adapt their travel habits, potentially opting for shorter stays or more economical destinations.