New research has found that 89% of people are more likely to book their holidays with an ABTA member, an increase from last year
In ABTA’s latest annual market research, 1,000 consumers were surveyed nationwide, with nearly 9/10 people stating they would be more likely to book with an ABTA member. More than half (54%) of those surveyed also said they are willing to pay more for a holiday booked through an ABTA member.
The number of people surveyed who associate ABTA with ‘safe’, ‘reassuring’, ‘experts’ and ‘confidence’ has increased, with each factor scoring over 83%.
76% of consumers said they would recommend booking with an ABTA member for their friends and family.
After new marketing and communication campaigns, there has been a 7%-point increase in overall awareness of ABTA among 18-24-year-olds.
Mark Tanzer, chief executive at ABTA, said, “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. That recognition carries even more importance in uncertain times. The results of this brand research are testament to the professionalism, dedication and hard work of ABTA members and their teams.”
