The Abta brand is “a real asset” for members, the association’s chief executive Mark Tanzer told 500 delegates at the annual Travel Convention in Greece on Tuesday.
Tanzer said: “There is a lot of risk. Uncertainty is the hallmark of our age, and in travel we still have to come to terms with the digital economy.
“For the customer all has changed. So how do you go forward without feeling completely rudderless?
Tanzer said: “Part of the value of a brand is what it makes a customer feel – the trust and confidence.
“It is very difficult to tell people why your product is better. You want them to feel it before they think it.
“There are 1,000 different products from 1,000 different suppliers and travel is a complex product, often purchased for a significant outlay.”
In those circumstances, he said: “The Abta brand is a very real asset for our members and one we continue to invest in.”
Tanzer added: “Abta has been around for 60 years and stands for confidence and stability.
“Confidence is about a broad array of factors. It’s not just about financial protection. It’s most important when you have a problem.”
He said: “Abta occupies an important space between consumers and Abta members. It stands for customer value, fairness and, increasingly, for sustainability.
“We’re obviously there to support members, but we’re also there for consumers and it’s important part of our strategy to maintain consumer trust.”
Abta adopted the strapline ‘Travel with Confidence’ at the end of 2014.