Research indicates growing trust in Abta brand

Abta’s chief executive has hailed the findings of new research which suggest recognition and trust in the association is increasing.

In a blog post, Mark Tanzer said 52% of respondents to a survey said they would pay more for a holiday with an Abta member than with a non-member, up from 47% last year.

The association said the findings were from independent research carried out with a “nationally representative” sample of 1,000 consumers.

Tanzer said 80% of respondents associate Abta and its members with terms such as confidence, reassurance, reliability, safety and expertise, while 73% said they “only trust companies that are Abta members” – up from 63% last year.

The research also suggested 88% of respondents were more likely to book travel with an Abta member than a non-member, while overall awareness of the association stood at 84%.

Tanzer hailed “particularly impressive” 13 percentage-point growth in recognition among younger travellers, adding: “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.”

He said the findings of the research “means displaying the Abta logo is good for your business.”