ABTA is by far the most recognised UK travel association with 71% aware of the organisation, as revealed in the 2010 ABTA Consumer Trends survey. Next most recognised were ATOL [48%] and IATA [32%].
71% of the public also regard ABTA membership as essential or important when booking with only 12% seeing it as unimportant.
Mark Tanzer ABTA Chief Executive said: “As ABTA celebrates its 60th birthday ABTA membership has never been more relevant. The public recognise and look for the ABTA symbol and see us as authoritative experts offering reliable and practical assistance. With the majority of customers actively looking for ABTA membership when booking it is now, more than ever, essential in contributing to a successful business”
There is a clear generation gap in awareness of ABTA growing which grows substantially with age. For 15-24 years olds it stands at 31%, climbing to 79% for 35-44 years olds and an impressive 93% for the over 65s. ABTA’s challenge is to reach a younger generation to ensure that they are aware of the financial protection, expert advice and insurance options available to them through ABTA Members.
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 2,028 consumers using an online research methodology. Fieldwork was conducted in September 2010.