ABTA, The Travel Association, has revealed new research indicating a significant rise in consumer preference for booking holidays through its members. According to the study conducted by The Nursery, 89% of respondents are more likely to book with an ABTA member than a non-member, and 54% are willing to pay more for such bookings. This marks an increase from the previous year, highlighting the growing trust in the ABTA brand.
The research also shows that over 83% of people associate ABTA with terms like 'safe', 'reassuring', 'reliable', and 'experts'. This positive perception is further reinforced by a seven percentage point increase in awareness among 18-24 year olds, following recent marketing campaigns. Additionally, 76% of consumers would recommend booking with an ABTA member to friends and family.
Mark Tanzer, Chief Executive of ABTA, emphasised the importance of brand recognition, stating, “The stronger the awareness of the ABTA brand – and its association with trust - the more likely customers are to look for the ABTA logo when choosing their holiday.”
ABTA has provided its members with a toolkit of promotional materials available on their website, encouraging them to leverage these findings in their advertising. The association, which represents over 3,500 travel brands with a combined annual UK turnover of over $50 billion (£41 billion), continues to support its members in maintaining high standards and fostering a sustainable travel industry
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