Benefits of ATOL pushed

THE Civil Aviation Authority has developed a new factsheet for the trade in a fresh drive to promote the benefits of ATOL protection to consumers.

The sheet, available to agents, tour operators and reservations staff, explains in detail the benefits of ATOL protected products and outlines the dangers of booking online.

ATOL promotion manager David Clover said it had been working with tour operators and agents this year to get them to consider ATOL coverage as a selling point to promote to customers.

"It’s a very positive proposition to give to consumers who might otherwise book online,” he said.

The move follows a trade advertising campaign launched earlier this year. Advertising will be aimed at consumers in a new campaign to be launched next year, to tie in with the peak booking period.

He admitted consumer awareness of ATOL was "disappointing” – its own survey last year revealed spontaneous awareness among consumers was 17%. However, agents were ideally placed to get the message across, he said