Younger travellers are more aware of Abta and have a more positive view of the association than a year ago, according to a new study.
38% of those aged 15-24 are aware of Abta, up from 36% last year and a 7% increase from 2010. Awareness of Atol among this age group stands at 30%, down from 38% in 2011.
Abta claims a 78% public recognition factor among UK consumers overall, a level which has held steady over the past 12 months, research conducted by the association by Arkenford shows.
Atol is the next most recognised travel trade industry brand (47%) followed by Iata (30%) and Aito (15%). But awareness of Atol slipped by 6% from 53% in the past year.
The findings show that 84% see the association as representing its members, while 58% of people are aware of Abta’s role in setting industry standards.
Six in ten (60%) see Abta as representing consumer interests, an increase of 5% from 2011.
Seven out of ten people regard Abta membership as essential or important when booking their travel arrangements.
Chief executive Mark Tanzer said: “The fact that eight out of ten consumers continue to recognise the Abta logo and strongly associate it with being safe, reliable, confident and reassuring demonstrates just how valuable being part of the association is to our members.
“In a year when travel crises and financial protection issues have been less prominent in the news it is great to see that Abta recognition remains steady, showing that consumers appreciate the broader role that Abta plays.
“In the last 12 months we have launched a number of initiatives aimed at strengthening our profile among younger travellers in particular, and it is very encouraging to see these have had a positive impact.”