Financial protection ‘more important to holidaymakers than price’
Financial protection, ABTA and ATOL membership are more important to holidaymakers than price, according to a survey released today.
They take three of the top five positions in consumers’ wish list when they book a holiday, while lowest prices came in at number 10.
The wish list was revealed today at The Travel Convention in Palma Mallorca as part of the 2011 ABTA Consumers Trends survey.
The survey asked consumers which booking elements are essential or important. The top 10 elements were:
1. Safe and Secure Accommodation 86%
2. A Financial Protection Scheme 79%
3. ATOL Financial Protection 74%
4. ABTA Membership 73%
5. Knowledgeable Staff 67%
6. Ease of Transport Connections 63%
7. Range of Holidays on offer 58%
8. Convenient location 55%
9. A Well Known Name in Travel 55%
10. Lowest prices 53%
But a spokeswoman for ABTA pointed out that what people say in surveys is not always what they do in practice.
“We find the same thing when we survey people about sustainability,” she said. “Often people say what they think they should say, not what they actually do.”
The survey also found that ABTA is the most recognised travel industry body, with a 79% public recognition factor – up 8% since 2010.
ABTA scored 26% higher than ATOL and 45% high than IATA.
Awareness of ABTA increases with age, with only 36% of 15-24 year olds recognising the body compared to 99% for over 65s.
By Bev Fearis
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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