| Journal: TWUK | Section: |
| Title: | Issue Date: 10/07/00 |
| Author: | Page Number: 78 |
| Copyright: Other |
Time ABTA blew its own trumpet
As ABTA celebrates its 50th birthday, I feel it’s time the association developed its message to the public.As far as the trade is concerned, ABTA has modernised and has plenty to offer (Travel Weekly July 3).
When we posed questions about ABTA’s future, I expected many of the industry bigwigs to say it was outdated and irrelevant to them but that wasn’t the case.
But what of the public?
Our poll and countless other more scientific surveys has found that ABTAhas great recognition among the public. They’ve heard of it and they knowit’s a good thing but most of them aren’t sure what it is.
ABTA has had one message to the public – book with us and your money is safe. And that’s not a bad message, as it happens. The trouble is that this doesn’t really tell the whole story of what the association does. We all know the anomaly of people not being covered if they pay cash for a ticket on a scheduled airline which subsequently goes bust.
In addition, many people think their travel insurance covers them if there is a failure.
How about developing ABTA’s message to the public that agencies have experienced staff, a varied selection of holidays etc?
If that succeeds, ABTA could eventually win people round to the idea of paying for the service agents offer them.
The safety message is not enough when credit cards and insurance companies appear to be offering the same thing.