The number of consumers who say they’d pay more to book with an ABTA member has grown in the past year.
New research shows 54% of people who are aware of ABTA would pay more for a holiday booked through an ABTA member, up from 52% in 2025 and 47% the previous year.
Of those who said that they would be willing to pay more through an ABTA member, 27% said they would pay up to 5% more, 39% said they would spend between 6% and 10% more, while 34% said they would spend over 10% more.
There was also a slight rise in the number of people who would book with an ABTA member rather than a non-member, at 89% this year, compared to 88% in 2025.
The number of people who associate ABTA with the words ‘safe’, ‘reassuring’, ‘reliable’, ‘experts’ and confidence’ has increased, with all descriptions scoring more than 83%. Last year, more than 80% said they associated ABTA with those words.
ABTA also says recent marketing and communications campaigns have seen a seven percentage point increase in overall awareness of the brand among 18 to 24-year-olds.
This builds on a 13 percentage point increase in awareness reported in the 2025 survey.
ABTA Chief Executive Mark Tanzer said: “The stronger the awareness of the ABTA brand – and its association with trust – the more likely customers are to look for the ABTA logo when choosing their holiday.
“That recognition carries even more importance in uncertain times. The results of this brand research are testament to the professionalism, dedication and hard work of ABTA members and their teams.”
The latest research was carried out among a nationally representative sample of 1,000 consumers between 23 February and 3 March 2026.
