The Civil Aviation Authority has confirmed consumer awareness of Atol protection barely shifted following a £600,000 campaign to boost recognition early last year.
However, the CAA believes understanding of the scheme “deepened” as a result of its Pack Peace of Mind campaign.
Research among consumers following the campaign’s completion last April recorded a “marginally higher awareness of Atol providing financial protection in the case of a bankruptcy”.
A CAA summary of the findings suggests “the impact may be visible in the future or current behaviour of holidaymakers”.
The level of Atol recognition rose just two-percentage points to 82% compared with a similar survey in August 2012.
However, the rate was already remarkably high given one-third of the 1,000 respondents had not been on an overseas holiday.
The CAA consumer protection group ran its campaign through the peak-booking period at the start of last year, following a series of Atol reforms. The campaign ran chiefly online, with buttons, banner ads and videos on Google.
It expanded to national newspapers including the Daily Mail, Sun, Daily Mirror, Daily Express and Daily Record in Scotland after the government sanctioned a doubling of CAA spending to more than £600,000.
The CAA reports a fall in “levels of feeling informed” and said: “Those aged 18-34 have the lowest awareness of Atol, though they are the most likely to plan a holiday with flights.” Yet it also notes the correct identification of “increased numbers of true and false statements” about Atol, suggesting: “Those aware of Atol are more likely to have a better understanding of how it works.”
A separate CAA survey in early December suggested 5% of consumers had suffered the loss of a holiday due to a travel company failure.