Research finds Abta brand has ‘increasingly high positive sentiment’

Abta says its brand has “increasingly high positive sentiment” among consumers, demonstrating the “high business value” for members displaying the Abta logo.

It said recent research among 1,000 respondents found that 89% of people stated they are more likely to book a holiday with an Abta member than a non-Abta member.

The survey also revealed that the number of people who associate Abta with the terms ‘reassurance’, ‘reliability’, ‘confidence’, ‘safety’, and ‘experts’ is increasing with all scoring 80% or more.

The association also said that Abta membership is also being shown to deliver higher value business – 47% of respondents are willing to pay more for a holiday booked through an Abta member than a non-Abta member, while 72% would recommend family and friends book with an Abta member.

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Graeme Buck, communications director at Abta, said: “Our brand is driving business to our members as well as helping people travel with confidence.

“Of course, none of these results would be possible unless our expert and dedicated members were delivering day in, day out for the public. They do a fantastic job.

“More than ever, displaying the Abta logo gives both existing and new customers the confidence to book.

“So it’s essential for members to promote their membership and use the logo in all aspects of their marketing. Our easy-to-use digital marketing toolkits and helpful advice are designed to help our members do just that.”

Abta’s digital marketing tool kits for members are available at and include several free assets which members can use in addition to their own marketing campaigns.

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