89% of people say they are more likely to book with an ABTA member than a company that is not and 54% say they are willing to pay more for a holiday booked through an ABTA member, according to new, independent research.

Both results are up from last year, meaning there’s no better time for members to feature the ABTA logo in their advertising and promote their ABTA membership. 

The numbers of people who associate ABTA with ‘safe’, ‘reassuring’, ‘reliable’, ‘experts’ and confidence’ have also all increased, all scoring over 83%.

After new marketing and communications campaigns, there has been a seven percentage point increase in overall awareness of ABTA among 18-24 year olds – this builds on the 13 percentage point increase in awareness seen in the 2025 survey. Their familiarity with what the association does is also growing.

Additionally, 76% of consumers said they would recommend booking with an ABTA member to their friends and family.

Mark Tanzer, Chief Executive, ABTA – The Travel Association said: “The stronger the awareness of the ABTA brand – and its association with trust - the more likely customers are to look for the ABTA logo when choosing their holiday. That recognition carries even more importance in uncertain times. The results of this brand research are testament to the professionalism, dedication and hard work of ABTA members and their teams.”

ABTA has created a toolkit of materials its members can download and use to highlight these latest reasons to book and can be found in the member zone on abta.com.