24 Mar
2022

Code of Conduct marketing push helps emphasise benefits of booking with an ABTA Member

The ABTA Code of Conduct is one of the most important ways of distinguishing yourself from your competitors. Customers consistently tell us in our market research that it is one of the main things they value when choosing to book with an ABTA Member. 
 
The Code provides an invaluable guide through the laws which govern the travel industry, so if you and your staff follow it you shouldn’t ever unwittingly break the law. The Code also provides an excellent framework to assist you in providing the highest standards of customer service. Through ABTA’s Primary Authority relationship with Kent Trading Standards, the Code and its Guidance are assured advice meaning that Trading Standards agree that they correctly represent the legal rights of consumers.

Although we will take action in the rare times a Member is found to have breached the Code – and it does have a clear and important regulatory function – its main aim is to help Members in their day-to-day business. Through it we help the industry set and follow higher standards, which ultimately means happier customers and repeat bookings.  
 
So, as travel reopens, we are reminding customers of the value of the Code and why it’s a powerful reason to always book with our Members. 
 
A new campaign on our social media channels started this week, reinforcing to customers what the Code is and how it helps. We’ve also updated our Code of Conduct webpage, making it more consumer friendly and including a new video of our Customer Information Manager explaining how the Code informs her department’s work. 
 
What’s more, we’ve put together an easy-to-follow infographic, explaining ‘What the Code means for you’, which we will shortly be using across our social media platforms. 
 
Some Members can be wary of the Code, but in reality it’s your friend not your enemy – an added way to demonstrate to customers that you provide products and services to a high standard, following industry best practice. Make sure you tell consumers that not only are you an ABTA Member, but you abide by our Code of Conduct, with all the benefits that brings them.

Mark Tanzer, Chief Executive