The stronger the awareness and trust that holidaymakers place in the ABTA brand, the more likely they are to look for the ABTA logo when choosing their holiday. That recognition helps to build confidence in travel and, in turn, guides more customers toward you, the members.

The latest annual market research surveyed 1,000 consumers nationwide to find out how they feel about the ABTA brand, and the results are more positive than ever.

89% of people say they are more likely to book with an ABTA member than a company that is not and there’s been an increase in people saying they would pay more for a holiday booked through an ABTA member, now at 54%, so there’s no better time to feature the ABTA logo in your advertising and promote your ABTA membership.  

The numbers of people who associate ABTA with ‘safe’, ‘reassuring’, ‘reliable’, ‘experts’ and confidence’ have all increased, all scoring over 83%; booking with an ABTA member is giving people peace of mind.

It’s pleasing to see that ABTA is at the front of people’s minds when looking for trusted travel advice. These results are testament to the high quality service the members offer. To showcase that you can access a toolkit of materials in the Member Zone.