Holidaymakers more likely to seek expert travel advice in the wake of the pandemic
The latest research by ABTA reveals that there’s ongoing trust from the public in travel professionals providing holiday packages and of the ABTA brand
The Travel Association has released new research which confirms the public’s trust in the brand and its members. During the pandemic, the research states, an ongoing trend became prevalent for customers to prioritise security and reassurance when booking a package holiday with a professional.
ABTA conducted the research at the beginning of July 2021 with The Nursery Research and Planning, with a sample of 500 consumers. The research unveiled that travellers were 25 per cent more likely to book a holiday with a travel professional now compared to before the pandemic, with the main reasons cited for this being: the security a package holiday can provide (47 per cent); trust of travel companies to look after them (42 per cent); and receiving up-to-date advice from the professionals (40 per cent).
Consumer confidence in and awareness of the ABTA brand remains consistent to pre-pandemic levels, the research shows, with a majority of respondents associating the brand with the words ‘reassuring’ (74 per cent), ‘experts’ (74 per cent), ‘confidence’ (73 per cent) and ‘safe’ (73 per cent).
Among those surveyed, ABTA remains the most recognised travel association, with 77% saying they are aware of the organisation, following the brand’s 70-year existence and efforts to help customers travel with confidence.
ABTA’s head of brand and marketing, Shelly Beresford, said: “People continue to recognise the huge benefits that come with booking their holidays through an ABTA travel professional, with the ABTA brand remaining as highly regarded as ever.
“We know there is huge pent-up demand for overseas holidays after so many months of restrictions, but that there is also a lot of information for people to know and understand before they travel, so we’re making sure that the #ReadySteadyTravel campaign keeps holidaymakers informed about the changes that will affect their travel plans, reassured about the prospect of taking an overseas holiday and excited to book their well-deserved break with an ABTA member.
“We’re also supporting members with our guides and updates so they are across all of the latest changes and developments.”
With international travel restarting and FCDO advice changing, ABTA will continue its #ReadySteadyTravel campaign to help travellers feel reassured, supported, informed and confident to book their travels this year. Book with Confidence tips are being released on social media over the summer as part of the campaign, with inspiring videos, advice on testing and essential information being shared.