Awareness of ATOL rising amongst consumers
Holidaymakers are increasingly likely to make sure their holidays are financially protected, according to a recent poll by the Civil Aviation Authority.
Hailing the success of its Pack Peace of Mind campaign, the CAA said 71% of those questions had protected their last holiday against their tour operator’s financial failure, up from 64% last year.
More people (83%) said they would protect their next holiday compared with 75% last year.
Only 48% said they were aware of the benefits of booking with ATOL protected holiday, but this was up nine per cent.
The survey of 1,500 adults also showed that the ATOL certificate is becoming more recognised, although only 55% of those questioned were aware they should receive one once they’d booked an ATOL holiday.
"Over the last three years, the number of ATOL protected bookings has increased year-on-year and our research shows more people now feel better informed about what ATOL provides and the ATOL certificate is now more recognised," said the CAA’s deputy director of consumer protection David Moesli.
"We believe the campaign has played an important role in this and have also been really pleased with how the industry has got behind the campaign."
Now in its third year, the Pack peace of mind campaign aims to improve holidaymakers’ understanding of ATOL as they research and book their trips abroad.
The campaign was given a fresh look in 2015, with new imagery created around a family of animated suitcases and the use of television advertising for the first time.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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