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ABTA membership still ‘essential’, survey reveals
Positive consumer recognition of ABTA has increased slightly in the past 12 months, reaffirming ABTA’s position as the UK’s most recognised travel trade association, according to new research.
Almost three quarters (74%) of the public recognised the logo, 1% more than last year.
The 2000 people quizzed in the online survey in August, which was conducted by Arkenford on ABTA’s behalf, had ‘overwhelmingly positive associations’ with the ABTA brand.
Just over seven in 10 (73%) regardeded ABTA membership as essential or important when booking a holiday, the same figure as last year.
A significant majority of people also strongly associate ABTA with expertise (73%), confidence (70%), reassurance (69%), safety (70%), reliability (71%) and quality (70%), an increase across the board on 2016.
Three quarters said they expected travel companies to be member of ABTA and six out of 10 said they would think less positively of companies that are not.
ABTA’s help and advice in the event of a travel crisis is considered ‘essential’ by 68%. Other services considered to be essential by a majority of people include its Code of Conduct; setting standards for the industry to work to; financial protection arrangements and help in resolving holiday complaints.
ABTA director of brand and business development Victoria Bacon said: "During a period when high profile global events have thrown a spotlight on the industry, it is clear that the confidence which the ABTA badge instils when people are researching and booking their holidays is now more important than ever.~
"It is also particularly encouraging to see an increase in positive associations with the brand, along with recognition of the value of the range of services that we provide."
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Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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