Sales through TUI Travel's high-street shops have jumped since the collapse of XL Leisure Group, according to company bosses.
The increase is attributed to increasing demands by consumers for reassurance and advice when booking a holiday, and follows campaigns by both TUI and main rival Thomas Cook to highlight the importance of buying financially-protected holidays.
The company would not put a figure on the rise but said the share of shop sales had "jumped" since XL's demise in September last year.
TUI Travel distribution director Nick Longman said: "We saw a jump in the share of sales from shops and that has been maintained since because people want advice, rather than going through the website. They want someone to talk to."
Customer services director Tim Williamson said customers increasingly wanted face-to-face reassurance from a reputable company.
Travel agent sales make up around a third of TUI Travel's overall sales. The level of sales of inhouse products through all sales channels is currently around 75%.
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