Customers are also looking for trusted brands, with 55% looking for a well-known name in travel.
There was a rise of 8 percentage points in those booking a foreign holiday through a high street travel agent for the year to September, taking the percentage from 18% to 25% year on year, according to data unveiled at the Abta Travel Convention in Mallorca.
When bookings with tour operators via the internet is added the total figure is 53%, up from 42% year on year.
The figures reflect an increased demand for the “reassurance and professionalism” offered by travel agents and tour operators, says Abta chief executive Mark Tanzer.
The trend will be good news for Thomas Cook, which has recently begun a joint venture with Co-op to create the largest chain of travel agents in the UK.
Other trends identified included safe and secure accommodation topping a list of essential or important elements for a holiday (86%) while lowest prices came bottom at 53%.
The research was carried out Arkenford via online interviews with 2018 adults.