Seven in 10 consumers would be more likely to book with a travel company if it was an Abta member and a third would be willing to spend more with members than non-members, according to the association.
In a blog post, chief executive Mark Tanzer said Abta continued to be the most-recognised travel industry body “by a long way” as he revealed the findings of research carried out among 500 consumers on February 26 and 27.
Tanzer also said 70% of respondents polled independently over the past two years consistently associated Abta with words including ‘confidence’, ‘reassuring’ and ‘experts’.
“We know that world events can potentially affect consumer habits. So, at regular intervals over the past two years we have conducted independent research to understand whether customers’ views of – and faith in – Abta have changed,” he said.
“I’m pleased to say that the latest research shows that the Abta brand remains in good health.”
Addressing members, he added: “We can’t afford to be complacent when we see findings like these. A strong brand profile needs to be nurtured and maintained.
“You, our members – and your commitment to consistently bringing fantastic travel experiences to people across the UK – are the reason why these results have continued to be positive despite global turmoil.”