More than half of British consumers say they would be happy to spend up to £25 more to book with an ABTA member.
Research by the travel association, released today, found that 56% of Brits would spend up to £25 for the security of ABTA membership and 78% said they would potentially spend up to £10 more.
The study also found that 73% said they feel more confident booking a holiday with a company that is a member of ABTA and 56% say they are more likely to go ahead and book with a company when they see the ABTA logo.
The research suggests travel companies who are not members may risk consumer detriment, with 60% saying they think less positively of a company that is not a member of ABTA.
There is also a high expectation that most travel companies will be ABTA members, with 74% people expecting their holiday company to be a member.
However, the report also found that awareness of ABTA among the UK population has dropped from 75% to 71% compared with last year.
But it remains the most recognized travel brand, followed by (59%), IATA (31%) and AITO (8%).
"The ABTA logo has a positive impact on the majority of people," said Victoria Bacon, ABTA head of brand and business development.
"We have done a lot of work in the past couple of years to increase awareness and understanding of what ABTA offers and it is encouraging to see that consumers really value what we do, particularly our role in providing help and support and in setting standards for the industry to work to."
