Every year in our Member Survey you tell us that the strength of the ABTA badge among consumers is one of the top benefits of ABTA membership and this is something we work very hard to maintain. So I’m delighted that this year independent consumer research confirms that ABTA is both the most recognised and the most trusted travel scheme in the UK.

At a time when consumer trust more widely in business and institutions is at a premium, the public remains 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. 

This strong confidence in the ABTA brand is reflected in people’s attitudes when booking a holiday. Our latest independent research finds 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.

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.

The ABTA badge continues to be an important distinguishing factor when people are looking for a travel company, giving you, our Members, a clear competitive advantage over those who aren’t. You can find details in the Member Zone about how to use the ABTA logo in your marketing and advertising material.

Mark Tanzer, Chief Executive