New research reveals that positive consumer recognition of ABTA has increased slightly in the past 12 months. 

Almost three quarters (74%) of the public recognise the logo, representing a 1% increase on 2016.

The finding show that people have ‘overwhelmingly’ positive associations with the ABTA brand. Just over seven in ten (73%) regard ABTA membership as essential or important when booking a holiday, the same figure as last year.

The majority of people also strongly associate ABTA with expertise (73%), confidence (70%), reassurance (69%), safety (70%), reliability (71%) and quality (70%), an increase across the board on 2016.

There is a high expectation that travel companies will be ABTA members, with three quarters of all people (75%) expecting their holiday company to be a member.

The research also suggests that not being an ABTA member is detrimental to a company’s business, with over six in ten people (63%) saying they think less positively of companies that are not.

The association’s help and advice in the event of a travel crisis is considered ‘essential’ by 68% of respondents.

Victoria Bacon, ABTA director of brand and business development, said: “During a period when high profile global events have thrown a spotlight on the industry, it is clear that the confidence which the ABTA badge instils when people are researching and booking their holidays is now more important than ever. It is also particularly encouraging to see an increase in positive associations with the brand, along with recognition of the value of the range of services that we provide.”