DIRECT Holidays is considering its position after losing an
appeal against ABTA’s decision to fine it £25,000 for damaging the image of
agents.
The Airtours-owned operator was found guilty earlier this
year of failing to maintain the association’s good name and reputation in its
adverts, which depicted agents as parrots offering no value to the public.
It recently threatened to quit the association if it lost
the appeal, lodged because it did not accept it was in breach of the ABTA code
of conduct. Following the decision, a spokesman said: “We are extremely
disappointed and are now reviewing our options.”
ABTA president Stephen Bath said: “I think it would be
detrimental to Direct Holidays if it wants to leave.”