The Association of British Travel Agents has launched its new campaign to coincide with the peak booking season.
The campaign urges consumers to ‘look for the logo’ and book their holiday through an ABTA member – showing them the benefits that come with being a member of the association.
Surveys have revealed that 78% of people already recognise the ABTA logo, while 70% of consumers regard ABTA membership as essential or important when booking their holiday. The association will be publishing a ‘Why book with an ABTA member’ leaflet for those looking for more information.
The scheme also aims to build on the knowledge that exists regarding financial protection and complaints handling.
Victoria Bacon, head of communications, ABTA said: “Consumer awareness of ABTA is already high and has increased in the last year among younger people. This initiative aims to further strengthen levels of awareness as well as promoting a better understanding of the full range of benefits of booking with an ABTA Member. For instance our own research shows that consumers consider safe and secure accommodation their number one booking essential so it’s important they understand the role we play in setting health and safety standards as well as providing a course of redress if something goes wrong when they’re away. The greater the understanding of the full range of services ABTA provides, the more consumers will know to look for the logo when they book. We’d encourage all Members to ensure they display the logo clearly in time for the peak booking season when we’ll be going live with the initiative.”