Consumer awareness of Abta is holding strong with a 75% public recognition factor, up 1% on last year.
Awareness of the association has grown particularly strongly among 16-24 year olds, up to 41% from 38% in 2013, and has increased among this age group by 10% since 2010.
Abta continues to be the most recognised travel industry body in the UK among consumers, followed by Atol (50%), Iata (30%) and Aito (12%), research from the association out today shows.
Almost seven in ten consumers (68%) regard Abta membership as essential or important when booking a holiday and a strong majority of people continue to positively associate Abta with being confident, reassuring, safe and reliable.
The research shows a good understanding of Abta’s role in supporting consumers, as well its role as a membership organisation.
A total of 67% of consumers understand that Abta offers a consumer helpline; 70% understand that the association has a code of conduct that regulates members and 65% understand Abta offers help in resolving consumer complaints.
In addition, 86% of consumers understand that the association represents companies in the travel industry.
Chief executive Mark Tanzer said: “I am very pleased to see that awareness of ABTA remains strong with overwhelmingly positive associations.
“That so many people look for the Abta logo when booking their travel arrangements is a testament to the enduring strength of the brand.”
Head of communications Victoria Bacon added: “The increase in awareness and understanding of Abta among younger consumers in particular is extremely encouraging.
“We have delivered a number of successful, high profile marketing and media initiatives aimed at boosting recognition and understanding of Abta and the benefits of booking with an Abta member, such as our Abta ‘Early Bird’ campaign, so it is great to see these having a positive impact. We will continue our efforts to support the brand through this work.”