ABTA touseNew independent research has revealed ABTA – The Travel Association as the UK’s most trusted travel scheme among members of the public.

Respondents were asked to rank the travel organisations they are most confident in, on a scale of 1 to 4 (1 being most confident), with ABTA ranked number 1 on 58% of occasions, 12% above the next most trusted organisation, ATOL (46%) and almost three times more than Trustpilot (20%).

This strong confidence in the brand is reflected in people’s attitudes when booking a holiday. 75% say they feel more confident booking with a travel company that is a member of ABTA. Three in four (74%) people expect their travel company to be a member of ABTA and 62% think less positively of travel companies who are not members.

Trust in the association is also supported by strong brand recognition with 72% of people saying they recognise the ABTA logo, more than any other travel scheme. Financial protection, the help and advice the association provides in a crisis and ABTA’s Code of Conduct are the services people value the most, with all three rated as ‘essential’ by more than 60% of respondents.

Victoria Bacon, the association’s director of brand and business development, said: “At a time when consumer trust in business has fallen consumers remain very confident in ABTA and our values as an organisation. They trust us above any other travel scheme and feel much more confident when booking with an ABTA Member. Holidaymakers strongly rate our expertise and see us as reliable and reassuring, which is really important at a time of such uncertainty. The ABTA badge continues to be an important distinguishing factor when people are looking for a travel company, giving those businesses who are an ABTA Member a clear competitive advantage over those who aren’t.”

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