What gives customers confidence to book?

Recent months have seen no shortage of headlines that could make consumers think twice before booking a holiday. From the introduction of EES and the conflict in the Middle East to wider economic uncertainty, there have been plenty of factors influencing customer confidence.

In just the past week, two significant developments – the easing of FCDO advice on travel to the Gulf, and the resignation of the Prime Minister – have come into play. The former we hope will prove a boost to bookings, the latter has the potential to create further economic uncertainty.

Against that backdrop, ABTA has published new research looking at the factors that give people confidence to travel overseas. The findings provide useful insight for members into the messages that can help reassure customers and encourage them to book.

The research shows that having the right travel documents in place remains the most important foundation of confidence, while financial protection continues to be a key consideration. It is also encouraging to see a significant increase in the number of people who say knowing that the company they have booked with is an ABTA member is essential to giving them confidence to travel. In fact, this was one of the two areas where attitudes have changed the most.

The second was a notable rise in the importance consumers place on official Government travel advice. Following recent changes to FCDO advice for parts of the Gulf region, this serves as a timely reminder of the role trusted information plays in helping customers make decisions about their travel plans.

The findings underline the value of clearly communicating your ABTA membership, highlighting the protections available to customers, and helping travellers understand the practical steps they need to take before they travel. The full results are available for ABTA members and Partners only in the Member Zone.

At a time when confidence is influenced by a wide range of factors, trusted information and clear, consistent messages matter more than ever. While Westminster has been dominated this week by news of the Prime Minister's resignation, members can be assured that ABTA's engagement with Government continues. We have strong relationships across the departments most relevant to travel and tourism, and will continue to represent the industry's interests throughout this period of political change.

Mark Tanzer, Chief Executive