The three values "Be trusted, Be there, Be ambitious" are integral to everything we do at ABTA. The overall strategic direction of the plan is set by the Board and this forms the basis of the annual plan which is set each year through departmental discussions. The Senior Leadership Team (SLT) works together with colleagues in implementing the annual business plan, from initial planning through to delivery of objectives. The approach is very collaborative and ABTA's success and expertise are dependent on the expertise and ambition of its people. All personal objectives clearly relate back to the overall business plan.

Our three core values are:

Be Trusted

We are proud to be part of a leading brand in the travel industry. We provide quality support and advice in a fair, equitable and consistent way and with passion. We always ensure that we fully understand our Members’ and customers’ needs and treat each colleague, Member and customer as an individual so, as a result, people can travel with confidence.

Be There 

We are always ready and prepared to help our Members and customers, and we are encouraged and empowered to make clear, timely and informed decisions, even when faced with the unknown. We’re proactive, have a positive attitude and are ready to deal with all challenges so, as a result, people can travel with confidence.

Be Ambitious

Although we know we need to be risk-aware, we have the confidence to be bold and visionary, and have the insight to make calculated risks to transform the way we work. We encourage our colleagues to push the boundaries, as well as being role models ourselves to have the courage to share ’outside the box' thinking, to make a real tangible difference for our Members and customers so, as a result, people can travel with confidence.