The ground-state (GS) phase diagram of the frustrated spin-s J1-J2-J3 Heisenberg antiferromagnet on the honeycomb lattice is studied using the coupled cluster method implemented to high orders of approximation, for spin quantum numbers s = 1, 3/2, 2 , 5/2. The model has antiferromagnetic (AFM) nearest-neighbour, next-nearest-neighbour and next-next-nearest-neighbour exchange couplings (with strength J1 > 0, J2 > 0 and J3 > 0, respectively). We specifically study the case J3 = J2 = κJ1, in the range 0 < κ < 1 of the frustration parameter, which includes the point of maximum classical (s → ∞) frustration, viz., the classical critical point at κcl = 1/2, which separates the Neel phase for κ < κcl and the collinear striped AFM phase for κ > κcl. Results are presented for the GS energy, magnetic order parameter and plaquette valence-bond crystal (PVBC) susceptibility. For all spins s > 3/2 we find a quantum phase diagram very similar to the classical one, with a direct first-order transition between the two collinear AFM states at a value κc(s) which is slightly greater than κcl [e.g., κc(3/2) ≈ 0.53(1)] and which approaches it monotonically as s → ∞. By contrast, for the case s = 1 the transition is split into two such that the stable GS phases are one with Néel AFM order for κ < κc1 = 0.485(5) and one with striped AFM order for κ > κc2 = 0.528(5), just as in the case s = 1/2 (for which κc1 ≈ 0.47 and κc2 ≈ 0.60). For both the s = 1/2 and s = 1 models the transition at κc2 appears to be of first-order type, while that at κc1 appears to be continuous. However, whereas in the s = 1/2 case the intermediate phase appears to have PVBC order over the entire range κc1 < κ < κc2, in the s = 1 case PVBC ordering either exists only over a very small part of the region or, more likely, is absent everywhere.