Speaking at the launch of the agency’s new travel trends report, UK country manager Tim Fryer said that while 70-80% of their customers start their journey online, face-to-face guidance remains key at a time when tailor-made, multi-stop trips featuring lesser-known destinations are on the up.

“Online is an absolute key booking channel for this market, however many of them have never done a trip like this before, so the expertise and the hand-holding that agents can provide is really important,” said Fryer.

Related: GDS hotel bookings increased 6.4 percent in 2018