New research released today* reveals that positive consumer recognition of ABTA has increased slightly in the past 12 months, reaffirming ABTA’s position as the UK’s most recognised travel trade association. Almost three quarters (74%) of the public recognise the logo, representing a 1% increase on 2016.

The research shows that people have overwhelmingly positive associations with the ABTA brand. Just over seven in ten (73%) regard ABTA membership as essential or important when booking a holiday, the same figure as last year. A significant majority of people also strongly associate ABTA with expertise (73%), confidence (70%), reassurance (69%), safety (70%), reliability (71%) and quality (70%), an increase across the board on 2016.

There is a high expectation that travel companies will be ABTA Members, with three quarters of all people (75%) expecting their holiday company to be a Member. The research also suggests that not being an ABTA Member is detrimental to a company’s business, with over six in ten people (63%) saying they think less positively of companies that are not ABTA Members.

ABTA’s services are highly valued by people. ABTA’s help and advice in the event of a travel crisis is considered ‘essential’ by 68% of respondents, perhaps reflecting the challenging events which have impacted the industry in the last 12 months. Other services considered to be essential by a majority of people include its Code of Conduct; setting standards for the industry to work to; financial protection arrangements and help in resolving holiday complaints.

Victoria Bacon, ABTA Director of Brand and Business Development, said: “During a period when high profile global events have thrown a spotlight on the industry, it is clear that the confidence which the ABTA badge instils when people are researching and booking their holidays is now more important than ever.  It is also particularly encouraging to see an increase in positive associations with the brand, along with recognition of the value of the range of services that we provide.” 

* Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in leisure and tourism market research. The ABTA Consumer Trends survey generated responses from a nationally representative sample of 2,000 consumers using an online research methodology and related to holiday booking habits in the 12 months to August 2017. Fieldwork was conducted in August 2017.