Consumers prepared to pay more to book with an Abta member, finds study

Consumers prepared to pay more to book with an Abta member, finds study

Many consumers would be willing to pay more to book with a member of Abta, new research for the association reveals today.

More than half (56%) of respondents said they would potentially spend up to £25 more to book with an Abta member and three quarters (78%) said they would potentially spend up to £10 more.

Furthermore, 56% say that seeing the Abta logo increases the likelihood of booking with a company.

Seven in ten consumers (73%) say they feel more confident booking a holiday with a company that is a member.

However, awareness of Abta has fallen back by 4% to 71% since 2014. Yet Abta continues to be the most recognised travel industry body in the UK followed by Atol at 59%, Iata 31% and Aito 8%.

There is also high expectation that most travel companies will be Abta members, with seven in ten (74%) people expecting their holiday company to be part of the association.

Non-members may risk “consumer detriment”, with 60% saying they think less positively of a company that is not a member, the poll of 2,003 people suggests.

Consumers most value Abta for the help and advice it provides in a crisis. Following this, consumers value the Abta code of conduct, its role in setting standards and the financial protection. Consumers also value Abta’s customer helpline and its complaints resolution service.

Head of brand and business development, Victoria Bacon, said: “The Abta logo has a positive impact on the majority of people.

“It sends a strong signal to consumers that they are booking with a reputable company and that there is support behind their travel arrangements.

“We have done a lot of work in the past couple of years to increase awareness and understanding of what Abta offers and it is encouraging to see that consumers really value what we do, particularly our role in providing help and support and in setting standards for the industry to work to.”

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