I’m pleased to share positive results with members from our latest annual independent research, to find out people’s views of ABTA. 

It surveys a scientifically representative sample of the population and, among the findings, is that 52% of consumers say they are willing to pay more for a holiday if it’s with an ABTA member than with a non-member – this is up from 47% last year. 

Trusting a company is important in people’s purchasing decisions, so it’s really good to see that over 80% associate ABTA and its members with words such as ‘confidence’, ‘reassurance’, ‘reliability’, ‘safety’ and ‘expertise’. These are all strong messages which we reinforce in our marketing campaigns.

What’s more, 73% of respondents confirmed they ‘only trust companies that are ABTA members’ (up from 63% last year) and 88% are ‘more likely to book a holiday with an ABTA member’ than a non-member. 

We also continue to monitor the overall awareness levels of ABTA among consumers, which has increased to 84%, with a particularly impressive growth of 13 percentage points among younger travellers specifically. 

Over the past year, an important area of work for us has been to ensure your future customers – the 18-24 year-old market – recognises the ABTA brand and uses it to identify reputable travel companies when researching and booking their holidays. As part of that work, we’ve launched our presence on TikTok, worked with influencers and boosted the amount of social media advertising we do. 

Mark Tanzer, Chief Executive