The reputation of ABTA continues to resonate positively among consumers, highlighting its substantial influence in attracting business. This growing consumer trust is evident from the fact that an impressive 89% of individuals prefer booking their holidays with ABTA-affiliated companies rather than non-members. This preference is rooted in ABTA’s association with attributes such as trust, dependability, and expertise, as recent studies show these qualities are recognized by over 80% of the public.

The value of being an ABTA member extends beyond reputation, as nearly half of the surveyed consumers (47%) are willing to spend more on vacations organized by ABTA members. Moreover, a strong majority of 72% would suggest family and friends choose ABTA members for their travel arrangements.

Graeme Buck, Director of Communications 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.”

Members have access to ABTA’s digital marketing resources via abta.com/member-zone, offering a variety of free tools to enhance their marketing efforts.

This data comes from a reliable online survey conducted by The Nursery, following Market Research Society guidelines, with a sample of 1,000 UK residents, providing a comprehensive national overview. The most recent survey was carried out in March 2024.

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