21 Jun

The benefits of the ABTA brand

This week I heard some interesting feedback from an ABTA Member. Within six months of joining ABTA their sales conversion rate had gone up by 20%. They attribute this to the strength of the ABTA brand and how much consumers value this when they are booking their holidays. We know from our own data that almost three quarters (72%) of people regard ABTA Membership as essential or important when booking a holiday.

Each year ABTA works hard to promote the ABTA brand, from our Travel with Confidence advertising to the fraud campaign, and highlight the benefits of booking with an ABTA Member. We also encourage Members to use the brand, including on their shop fronts and in-store displays, as well as websites and marketing materials.

On Sunday we were pleased to celebrate the best use of the ABTA brand at the Travel Brit Awards. Arundel Travel won the award with Peakes Travel Elite also highly commended. Arundel Travel were recognised for the creative use of the ABTA brand on social media.

We are encouraging Members to make sure they are using the ABTA brand to its full potential during late booking season. We have resources and guidance available in the Member Zone.

Another important part of ABTA is the committees and specialist groups which inform our work. The Council of Regions gives representation to Members across the UK. We are currently holding elections for the Council of Regions and are encouraging nominations. Any Member may stand for election providing they are operating within the region they are standing and nominations should be made by their employer. For more information on the vacancies and criteria visit the ABTA website. The deadline for nominations is 17:00 on Wednesday, 27 June 2018.

Mark Tanzer, Chief Executive