Abta research reveals 20 ‘confidence builders’ to help seal sales

Abta has revealed research showing 20 factors that give consumers confidence about booking overseas holidays, to help members to seal bookings.

 

It follows a study from the industry body showing that 38% of potential holidaymakers have delayed their decision to book.

 

The new research is a “snapshot of sentiment” following months of headlines of EES queues, travel disruption and restrictions due to the Middle East conflict, and speculation over jet fuel prices and availability.

 

Compared to summer 2025, there are two areas where attitudes have changed significantly – FCDO advice and Abta membership.

 

The research found 40% of people now say “seeing government advice that the destination is safe to travel to” is essential to give them confidence to travel – up from 36%.

 

And 46% say “knowing that the company I’ve booked with is an Abta member” is essential for confidence, up from 42% last year.

 

The top ways for people to feel confident about travel remain knowing “they have the right travel documents in place” (69% say this is essential), followed by being “able to get home if my travel company goes bust” (60%).

 

Abta says travel providers can focus their consumer communications on these topics to help give people more assurance to book.

 

At the other end of the scale, just 15% say it’s essential for their confidence that they “travel to somewhere I feel familiar with or have visited before’”.

 

And, despite the difficult introduction of EES during 2026, 32% of consumers say “being able to easily travel through the airport or port” is essential for confidence, which is the same proportion as last summer.

 

The full list of consumer attitudes to 20 confidence builders is available for Abta members, on Abta’s Member Zone section of its website.

 

Graeme Buck, Abta’s director of communications, said: “In turbulent times, many people will want more reassurance than usual before they take the plunge and splash out on their holidays.

 

“Our research indicates the conversations which can be had with customers, and included in marketing, to give potential customers a confidence boost.

 

“With FCDO advice gaining more traction as a confidence builder, it reinforces the positive impact we may see among people following last week’s relaxation of guidance on travelling to the Gulf.

 

“It’s also a reminder of how important it is to talk to customers about official travel advice and Abta has guidance for members on how best to do that.

 

“With a significant change in those wanting to know that the company they’ve booked with is an Abta member, all our members should benefit from prominently displaying the logo and highlighting their membership in all they do.”

 

More: Abta consumer research projects strong late booking pattern