ABTA Chief Executive Mark Tanzer says latest research suggests that a growing number of people are prepared to pay more for a holiday if booked with an ABTA member.
The independent research, which was carried out in February of this year, analysed the responses of a ‘nationally representative’ sample of 1,000 consumers.
In a blog post, Mark said 52% of respondents were willing to pay more to book through an ABTA member compared to a non-member. This was up from 47% last year. Respondents also said they were 88% more likely to book a holiday with an ABTA member than a non-member.
More than 80% said they associated ABTA with words like confidence, reassurance, reliability, safety and expertise, with 73% saying they ‘only trust companies that are ABTA members. The latter marks a 10 percentage point rise compared to last year.
Overall awareness of the trade association stood at 84%, with recognition growing by a ‘particularly impressive’ 13 percentage points among younger travellers, said ABTA.
“Over the past year, an important area of work for us has been to ensure your future customers – the 18-24 year-old market – recognises the ABTA brand and uses it to identify reputable travel companies when researching and booking their holidays,” said Mark.
“As part of that work, we’ve launched our presence on TikTok, worked with influencers and boosted the amount of social media advertising we do.
“All this means displaying the ABTA logo is good for your business.”
