Latest ABTA Research Shows Ongoing Confidence in Travel Professionals & Package Holidays
New research from ABTA – The Travel Association reinforces an ongoing trend seen throughout the pandemic for people seeking the security and reassurance of booking a package holiday with a travel professional.
The research, conducted at the beginning of July 2021[i], shows holidaymakers are 25% more likely to book a holiday with a travel professional now than before the pandemic, with half citing the security of a package holiday (50%) as their main reason, followed by trusting travel companies to look after them (48%), and the travel professional’s up-to-date advice (42%).
The findings also show that consumer confidence in and awareness of the ABTA brand remains consistent with pre-pandemic levels, with almost three-quarters of respondents associating the brand most strongly with reassuring (74%), experts (74%), confidence (73%) and safe (73%) – values that have cemented ABTA’s place as a trusted travel brand for more than 70 years. ABTA remains the most recognised travel association among those surveyed, with 77% of people saying they had heard of the organisation.
Recent activities include videos inspiring people to book holidays to green and amber list countries, advice on testing for travel and blogs on travel to green and amber list countries. ABTA is also regularly updating the essential information and guidance on travelling during the pandemic in the #ReadySteadyTravel hub
ABTA Members are encouraged to share the latest advice and travel inspiration content with their customers by downloading the campaign assets and suggested social media posts from the marketing toolkit in the Member Zone.
“We know there is huge pent-up demand for overseas holidays after so many months of restrictions, but that there is also a lot of information that people need to know and understand before they travel, so we’re making sure that the #ReadySteadyTravel campaign keeps holidaymakers informed about the changes that will affect their travel plans, reassured about the prospect of taking an overseas holiday and excited to book their well-deserved break with an ABTA Member.