ABTA has 79% public recognition – 8% up year-on-year.
ABTA is by far the most recognised travel industry trade body with a 79% public recognition factor, which represents a striking 8% rise since 2010. ABTA scores 26% higher than ATOL and 45% higher than IATA.
Awareness of ABTA increases with age starting at 36% for 15-24 year olds and climbing to a staggering 99% for over 65s. But for all age groups awareness is on the up; ranging from a 5% increase in 12 months for 15-24 year olds to 6% for the over 65s .
The public clearly have a good understanding about ABTA’s trade association role with 83% seeing the Association as representing its Members and a healthy 55% also recognising its consumer champion role. Well over half of the public strongly view ABTA as reassuring, safe, reliable, fair, practical, supportive, expert, confident and authoritative with only small percentages having negative associations. Seven out of ten people also see ABTA membership as essential or important when booking their travel arrangements.
Mark Tanzer ABTA Chief Executive said: “The fact that eight out of ten consumers recognise the ABTA logo and its strong association with feelings of reassurance, expertise and fairness, represents just how valuable being part of the Association is to our Members. An 8% increase in awareness of ABTA over 12 months is a great achievement which reflects all of the hard work done by our Members and ABTA staff in raising the profile of the Association.”