ABTA’s strong brand is a boost to your business

Friday, May 12, 2023

One of ABTA’s biggest assets is the strength of our brand. And we know it is one of the many things that you value highly from your membership.

We regularly commission independent research to monitor consumers’ awareness and understanding of the brand, and also the value they place on ABTA and booking with you, our members.

That latest findings once again show that there is strong trust and confidence in the ABTA brand. 81% of people polled said they associate ABTA with confidence, and 59% of consumers say they only trust companies that are members of ABTA (with only 7% disagreeing).

The high regard that people hold ABTA – and our members – in translates into action; 66% of consumers say they would recommend booking with an ABTA member to their friends and family, and over a third are willing to pay more for a holiday booked through an ABTA member.

This shows that being a member of ABTA is a boost to your business – it helps draw customers in and helps persuade them to recommend you to others.

To make sure you capitalise on ABTA’s many brand benefits, it’s important you use and display the ABTA logo across your channels and marketing materials. We have assets available to help you do this which can be found in the ABTA marketing toolkit, available in the MemberZone.

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