Seeing the ABTA logo boosts consumer confidence and increases the likelihood of booking
New research released today* reveals the significant value of the ABTA logo, with seven in ten consumers (73%) stating that they feel more confident booking a holiday with a company that is a member of ABTA. Furthermore, more than half of consumers (56%), say that seeing the ABTA logo increases the likelihood of booking with a company.
The value of the ABTA logo is something that many consumers would be willing to pay more for. Over half (56%) of respondents said they would potentially spend up to £25 more to book with an ABTA Member and three quarters (78%) said they would potentially spend up to £10 more.
Perhaps reflecting some of the difficult events of the summer, consumers most value ABTA for the help and advice it provides in a crisis. Following this, consumers value ABTA’s Code of Conduct, its role in setting standards and the financial protection offered. Consumers also value ABTA’s customer helpline and its complaints resolution service.
Amongst consumers there is a high expectation that most travel companies will be ABTA Members, with seven in ten (74%) people expecting their holiday company to be a Member. The research suggests non-Members may risk consumer detriment, with six in ten consumers (60%) saying they think less positively of a company that is not a member of ABTA.
Awareness of ABTA among the UK population continues to hold strong with a 71% public recognition factor, representing a slight drop of 4% from 2014. ABTA continues to be the most recognised travel industry body in the UK among consumers. After ABTA, ATOL is the most recognised travel industry brand (59%), followed by IATA (31%) and AITO (8%).
“The ABTA logo has a positive impact on the majority of people,” said Victoria Bacon, Head of Brand and Business Development, ABTA. “It sends a strong signal to consumers that they are booking with a reputable company and that there is support behind their travel arrangements. We have done a lot of work in the past couple of years to increase awareness and understanding of what ABTA offers and it is encouraging to see that consumers really value what we do, particularly our role in providing help and support and in setting standards for the industry to work to.”
* 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 2003 consumers using an online research methodology and related to holiday booking habits in the 12 months to August 2015. Fieldwork was conducted in August 2015.