New findings reinforce that ABTA boosts members’ businesses more than ever

89% of people say they are more likely to book with an ABTA member than a company that is not and 54% say they are willing to pay more for a holiday booked through an ABTA member, according to new, independent research*. Both results are up from last year, meaning there’s no better time for members to feature the ABTA logo in their advertising and promote their ABTA membership.  

The numbers of people who associate ABTA with ‘safe’, ‘reassuring’, ‘reliable’, ‘experts’ and confidence’ have also all increased, all scoring over 83%.

After new marketing and communications campaigns, there has been a seven percentage point increase in overall awareness of ABTA among 18-24 year olds – this builds on the 13 percentage point increase in awareness seen in the 2025 survey. Their familiarity with what the association does is also growing.

Additionally, 76% of consumers said they would recommend booking with an ABTA member to their friends and family.

Mark Tanzer, Chief Executive, ABTA – The Travel Association said:

“The stronger the awareness of the ABTA brand – and its association with trust - the more likely customers are to look for the ABTA logo when choosing their holiday. That recognition carries even more importance in uncertain times. The results of this brand research are testament to the professionalism, dedication and hard work of ABTA members and their teams.”

ABTA has created a toolkit of materials its members can download and use to highlight these latest reasons to book and can be found in the member zone on abta.com.

*ABTA’s latest annual market research, conducted by The Nursery, surveyed 1,000 consumers nationwide between 23rd February and 3rd March 2026 to find out how they feel about the ABTA brand.

Notes to editors

ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 3,500 travel brands in membership who have a combined annual UK turnover of over £41 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.

Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.

All this together means we help you travel with confidence. www.abta.com