Abta sees rise in consumer perception of brand

A greater proportion of people associate the Abta brand as “safe” and “reassuring” than last year, new research shows.

A survey conducted for the travel association between February 23 and March 3 found that 89% of people say they are more likely to book with an Abta member than a company that is not.

And more than half (54%) say they are willing to pay more for a holiday booked through an Abta member, according to the independent research among 1,000 consumers.

Both results are up from last year while the number of people who associate Abta with “safe”, “reassuring, “reliable”, “experts” and “confidence’ have also all increased, all scoring more than 83%.

Abta has seen a seven percentage point rise in overall awareness among 18-24 year olds – building on the 13 percentage point increase in awareness seen in the 2025 survey. Their familiarity with what the association does is also growing.

Additionally, 76% of consumers said they would recommend booking with an Abta member to their friends and family.

Abta chief executive Mark Tanzer said: “The stronger the awareness of the Abta brand – and its association with trust - the more likely customers are to look for the Abta logo when choosing their holiday.

“That recognition carries even more importance in uncertain times.  The results of this brand research are testament to the professionalism, dedication and hard work of Abta members and their teams.”

Abta has created a toolkit of materials members can download and use to highlight the latest reasons to book.