ABTA has identified 20 ‘confidence builders’ that can help agents turn hesitant customers into confirmed bookings.
The research, described by the association as a ‘snapshot of sentiment’, was conducted between 8-19 May against a backdrop of consumer anxiety around the EU Entry/Exit System, Middle East disruption and uncertainty over jet fuel prices and availability.
It reveals Government travel advice is becoming increasingly important, with 40% of consumers now rating a safe destination as essential before they’ll commit to a holiday, up from 36% last summer.
The value of ABTA membership as a trust signal has also grown, with 46% rating it essential, up from 42%.
Having the right travel documents remains the number one priority among customers (69%), followed by knowing they can get home if their travel company fails (60%).
At the other end of the scale, just 15% say familiarity with a destination is essential, and 32% – unchanged from last year – cite ease of movement through airports and ports as a key factor.
ABTA Director of Communications Graeme Buck said: “In turbulent times, many people will want more reassurance than usual before they take the plunge and splash out on their holidays. Our research indicates the conversations which can be had with customers, and included in marketing, to give potential customers a confidence boost.
“With FCDO advice gaining more traction as a confidence builder, it reinforces the positive impact we may see among people following last week’s relaxation of guidance on travelling to the Gulf. It’s also a reminder of how important it is to talk to customers about official travel advice and ABTA has guidance for members on how best to do that.
“With a significant change in those wanting to know that the company they’ve booked with is an ABTA member, all our members should benefit from prominently displaying the logo and highlighting their membership in all they do.”
ABTA members can access the full breakdown of all 20 confidence builders in the Member Zone on the ABTA website.
