ABTA ranked number one among public
ABTA, the UK travel association, is the country’s most trusted travel scheme, according to new research.
Respondents were asked to rank the travel organisations they are most confident in, on a scale of one to four (one being most confident). ABTA was ranked first on 58% of occasions, 12% above the next most trusted organisation, Atol (46%) and almost three times more than Trustpilot (20%).
Victoria Bacon, ABTA director of brand and business development, said: “At a time when consumer trust in business has fallen consumers remain very confident in ABTA and our values as an organisation. They trust us above any other travel scheme and feel much more confident when booking with an ABTA Member. Holidaymakers strongly rate our expertise and see us as reliable and reassuring, which is really important at a time of such uncertainty.
“The ABTA badge continues to be an important distinguishing factor when people are looking for a travel company, giving those businesses who are an ABTA Member a clear competitive advantage over those who aren’t.”
The research also found that 75% of consumers felt more confident when booking a holiday with an ABTA member while 74% of consumers expected their holiday company to be an ABTA member. Around 62% think less positively of travel companies who are not members of ABTA.
When asked which values they most associate with ABTA, the top responses were experts, confidence, reliable, safe, reassuring and quality, all of which were rated more than 7 out of 10. Financial protection, the help and advice ABTA provides in a crisis and ABTA’s Code of Conduct are the ABTA services people value the most. All three are rated as ‘essential’ by more than 60% of respondents.