More than one-third of holidaymakers say they look for the ABTA logo when booking a holiday – although price is the most important factor influencing customers.
An exclusive Travel Weekly survey found that for 36% of consumers, ABTA membership was one of the top three factors influencing their decision. This is despite the fact that ABTA watered down its consumer protection role last year.
Price was the most important factor, with more than 51% putting this in their top three.
An ATOL was rated as important by only 17% of the 2,000 people surveyed by TNS Travel and Tourism.
“ABTA has a much higher profile than the ATOL licence,” said TNS Travel and Tourism group director Tom Costley.
“As the agency is more likely to be the purchasing point, it is not surprising the benefits of ATOL are not as well established in consumers’ minds.”
Respondents were asked if they looked for the ABTA or ATOL logos when booking a holiday and 50% said they always booked with an ABTA and/or ATOL agency or tour operator.
17% said they had never heard of ABTA or ATOL. People under the age of 35 were the least likely to have heard of either.
Costley said more needs to be done to promote the benefits of ABTA and ATOL, especially with more people booking online.
An ABTA spokesman said: “It is excellent to see that the ABTA guarantee is still important to people.”
The Civil Aviation Authority said it works to highlight the benefits of ATOL but is concerned many travel thinking they are protected when they are not.
“We are educating consumers through exhibitions and the media. ATOL holders also make a big contribution to consumer awareness,” said a spokesman.
For more details contact tom.costley@tns-global.com or 0131 656 4022.