Consumers know Abta's logo does not offer protection

Consumers know Abta's logo does not offer protection

Few consumers look to Abta for financial protection despite the high level of consumer recognition for the association, research for Travel Weekly suggests.

The study by Explore Research at the end of September found three out of four respondents (76%) recognised the Abta name, compared with just under half (48%) recognising Atol and one in three (34%) Iata.

This is in line with results of research for Abta, published last month, showing 78% recognition for the association and 47% for Atol.

The Abta logo also scored highly in the study as a sign that a company, website or holiday “is safe and reliable”, registering 72% against 59% for Atol.

However, consumers ranked the logos differently in terms of financial protection. Asked which logo “means a flight or holiday is financially protected so you would get your money back if a company went bust”, 36% said Iata, 31% Atol and 21% Abta.

The Association of Independent Tour Operators (Aito) came top with 37%, despite only 8% recognising the logo.

This result demonstrates a surprisingly high understanding by consumers that Abta does not guarantee financial protection.

Abta scored considerably higher on name recognition among older adults, with 85% among 35 to 54-year-olds and 95% among over-55s, but just 47% among 18 to 34-year-olds.

Young adults showed the least understanding of financial protection. One-third (32%) believed Aito offered protection, against 21% saying Abta.

Aito scored more highly among 35 to 54-year-olds (41%), but was overtaken by Iata among over-55s with 37% to Iata’s 45%.

Atol was recognised as signifying financial protection by one in four 18 to 34-year-olds and 34% of adults aged over 34.

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