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ABTA remains ‘most trusted travel scheme’
ABTA – The Travel Association is the UK’s most trusted travel scheme among members of the public, finds new independent research.
Respondents were asked to rank the travel organisations they are most confident in, with ABTA ranked number one on 58% of occasions, 12% above the next most trusted organisation, ATOL (46%) and almost three times more than Trustpilot (20%).
Three quarters of people (75%) say they feel more confident booking with a travel company that is a member of ABTA.
Three in four (74%) people expect their travel company to be a member of ABTA and 62% think less positively of travel companies who are not members.
Trust in ABTA is also supported by strong brand recognition – with 72% of people saying they recognise the ABTA logo, more than any other travel scheme.
When asked which values they most associate with ABTA, the top responses were experts, confidence, reliable, safe, reassuring and quality, all of which were rated more than seven out of 10.
Financial protection, the help and advice ABTA provides in a crisis and ABTA’s Code of Conduct are the ABTA services people value the most. All three are rated as ‘essential’ by more than 60% of respondents.
ABTA director or brand and business development Victoria Bacon said: "At a time when consumer trust in business has fallen consumers remain very confident in ABTA and our values as an organisation.
"They trust us above any other travel scheme and feel much more confident when booking with an ABTA member.
"Holidaymakers strongly rate our expertise and see us as reliable and reassuring, which is really important at a time of such uncertainty.
"The ABTA badge continues to be an important distinguishing factor when people are looking for a travel company, giving those businesses who are an ABTA member a clear competitive advantage over those who aren’t."
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Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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