Worldchoice's ABTA alternative will depend on marketing, say agents

Worldchoice's ABTA alternative will depend on marketing, say agents

Worldchoice agents considering defecting to the consortium's new ABTA alternative have warned TTA Worldchoice that it must step up its marketing efforts if it is to rival the well-known ABTA brand.

Many agents are attracted to the new scheme because they claim ABTA is failing to support the trade. Some claim ABTA is not providing value for money and are keen to make the £250 saving Worldchoice promises to offer.

Plymouth-based Peter Goord Travel proprietor Anthony Goord said agents were looking at their costs and that ATOL had superseded ABTA bonding in importance among customers.

He said: "ATOL's profile is much higher as a logo during the recession than ABTA. Bonding is important, but where it comes from is not as important.

"If your consortium can cover you as well as ABTA and it's less expensive, you'd be silly not to look at it."

Edgware-based Sabra Travel director Katy Savvides also favoured the move. "A lot of agents were hoping something like this would happen when Worldchoice teamed up with the TTA," she said. "ABTA is a well-known brand, but if the TTA invests in marketing and enough agents switch over, it will become a household name as well."


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