22 Feb

ABTA voted Business Superbrand 2016

Annual Business Superbrands list features ABTA for 10th consecutive year

ABTA – The Travel Association has been voted a ‘Business Superbrand’ for the 10th consecutive year, in a poll of leading business brands.

The Business Superbrands League Table (http://www.superbrands.uk.com/) is an annual barometer of the country’s strongest business-to-business brands as chosen by 2,500 marketing experts and business professionals, as well as senior industry figures on the independent Business Superbrands Council. Nearly 1,500 brands were assessed on three key criteria: quality, reliability and distinction.  

Mark Tanzer, ABTA Chief Executive said: “I am delighted that ABTA has been voted as a Business Superbrand for the 10th year in a row, alongside some of the UK’s strongest brands. It reinforces our commitment to ensuring ABTA maintains its position as the most recognised and respected association in the travel industry. Our own research* shows that we have high brand awareness of 71% amongst consumers, and this recognition of our enduring relevance and appeal is very important for our Members to help them grow their businesses.”

Stephen Cheliotis, chief executive of The Centre for Brand Analysis which managed the voting process, said: “A potent reputation is a critical advantage for a company.  As an annual barometer of brand strength, those companies performing well in this year’s Business Superbrands survey can take confidence in their reputation. Being a leading Business Superbrand is not just about being the most well-known, but also about standing out from rivals and being perceived to consistently deliver a good quality service or product. The fact that the Business Superbrands process canvasses both business-to-business marketing experts and business professionals reaffirms on all counts that the brand is performing well.”

* Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in tourism and leisure market research. The ABTA Consumer Trends survey generated response from a nationally representative sample of 2001 consumers using an online research methodology and related to holiday booking habits in the 12 months to July 2015. Fieldwork was conducted in July 2015.