Consumers trust holiday companies less than car or domestic appliance manufacturers and only marginally more than insurance companies, according to a new study.
Advertising agency Travis Sennett Sully Ross commissioned the research from RSGB. The findings also suggest that nearly 20 per cent fewer people are planning to take holidays in the UK next year. In 1995, more than 45 per cent of households with children stayed in the UK. Next year just over 25 per cent are expected to stay at home.
This would be a blow to UK tourism, which had a good year in 1995, boosted by the heat wave.
The latest British Tourist Authority figures for 1994 show 110 million trips taken by UK residents at home, generating 14.5bn spend. The BTA is confident that 1995 has been better than any of the past three years.
Travel agents, however, are rated higher than other retailers on helpfulness and knowledge.