Less than half of consumers aware of ATOL
Fewer than half of all consumers recognise the ATOL brand, according to a new survey by ABTA, which showed that awareness of the licensing scheme has fallen in the past year.
ABTA was still by far the most recognised travel trade body, gaining 78% recognition, compared with ATOL which gained only 47%, down from 53% last year.
AITO was the least recognised body, with only 15% of those quizzed admitting they were aware of the independent tour operators’ association. IATA gained 30% recognition.
The research, carried out for ABTA by Arkenford, found that awareness of the travel body is growing among younger travellers in particular and that they have more positive associations with ABTA from a year ago.
It said 38% of those aged 15 to 24 are aware of ABTA, a slight increase over 2011 when awareness was 36%.
Some 60% see ABTA as representing consumer interests, an increase of 5% from 2011. Seven out of 10 people regard ABTA membership as essential or important when booking their travel arrangements, it said.
ABTA chief executive Mark Tanzer said: "The fact that eight out of 10 consumers continue to recognise the ABTA logo and strongly associate it with being safe, reliable, confident and reassuring demonstrates just how valuable being part of the Association is to our members.
"In a year when travel crises and financial protection issues have been less prominent in the news it is great to see that ABTA recognition remains steady, showing that consumers appreciate the broader role that ABTA plays. In the last 12 months we have launched a number of initiatives aimed at strengthening our profile among younger travellers in particular, and it is very encouraging to see these have had a positive impact."
Table showing percentage of respondents who "strongly associate" ABTA with certain values
|
|
2012 |
2011 |
2010 |
|
Reassuring |
58% |
57% |
49% |
|
Safe |
60% |
59% |
52% |
|
Reliable |
59% |
58% |
49% |
|
Fair |
55% |
55% |
47% |
|
Practical |
54% |
51% |
45% |
|
Supportive |
56% |
53% |
46% |
|
Quality |
57% |
54% |
47% |
|
Confidence |
58% |
55% |
48% |
|
Authoritative |
55% |
53% |
46% |
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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