Consumer recognition of Abta has notched up slightly in the past 12 months, new research reveals today.
Almost three quarters (74%) of the public recognise the association’s logo, representing a 1% increase on 2016.
The results of the poll of 2,000 people in August highlight Abta’s position as the UK’s most recognised travel trade association
More than seven in ten consumers (73%) regard Abta membership as essential or important when booking a holiday, the same figure as last year.
Abta’s help and advice in the event of a travel crisis is considered ‘essential’ by 68% of respondents, in a likely reflection the challenging events which have impacted the industry in the last 12 months.
Brand and business development director Victoria Bacon said: “During a period when high profile global events have thrown a spotlight on the industry, it is clear that the confidence which the Abta badge instils when people are researching and booking their holidays is now more important than ever.”
A majority of people also strongly associate Abta with expertise (73%), confidence (70%), reassurance (69%), safety (70%), reliability (71%) and quality (70%), an increase across the board on 2016.
People have a high expectation that travel companies will be members of the association, with three quarters expecting their holiday company to be part of Abta.
Not belonging to Abta is detrimental to a company’s business, the study also suggests, with more than six in ten people (63%) saying they think less positively of companies that are not members.
Other services considered to be essential by a majority of people include the association’s code of conduct; setting standards for the industry to work to; financial protection arrangements and help in resolving holiday complaints.
Bacon added: “It is also particularly encouraging to see an increase in positive associations with the brand, along with recognition of the value of the range of services that we provide.”