18 Apr

New research reveals increased consumer endorsement of ABTA brand

ABTA membership is key in driving new business 

ABTA’s brand has increasingly high positive sentiment among consumers, demonstrating the high business value for members displaying the ABTA logo.

According to new independent consumer research* commissioned by the trade association, 89% of people stated they are more likely to book a holiday with an ABTA member than a non-ABTA member. It also revealed that the number of people who associate ABTA with the terms ‘reassurance’, ‘reliability’, ‘confidence’, ‘safety’, and ‘experts’ is increasing with all scoring 80% or more.

ABTA membership is also being shown to deliver higher value business; 47% of respondents are willing to pay more for a holiday booked through an ABTA member than a non-ABTA member. In terms of advocacy,  72% would recommend family and friends book with an ABTA member. 

Graeme Buck, Director of Communications at ABTA, said:

“Our brand is driving business to our members as well as helping people travel with confidence. Of course, none of these results would be possible unless our expert and dedicated members were delivering day in, day out for the public. They do a fantastic job.

“More than ever, displaying the ABTA logo gives both existing and new customers the confidence to book. So it’s essential for members to  promote their membership and use the logo in all aspects of their marketing. Our easy-to-use digital marketing toolkits and helpful advice are designed to help our members do just that.”

ABTA’s digital marketing toolkits for members are available at abta.com/member-zone and include a number of free assets which members can use in addition to their own marketing campaigns. Click here

*ABTA’s regular brand tracking is based on an independent online survey of 1000 respondents representing a national cross section of UK residents, conducted by The Nursery under Market Research Society guidelines. The latest research was undertaken in March 2024.

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 4,600 travel brands in membership who have a combined pre-pandemic annual UK turnover of £40 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