Latest ABTA Research Shows Ongoing Confidence in Travel Professionals, Package Holidays and the ABTA Brand

New research from ABTA reinforces an ongoing trend seen throughout the pandemic for people seeking the security and reassurance of booking a package holiday with a travel professional

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, 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 (47%) as their main reason, followed by trusting travel companies to look after them (42%), and the travel professional’s up-to-date advice (40%).

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.

To support the restart of international travel and encourage bookings with an ABTA Member, ABTA is promoting its Book with Confidence tips on social media over the summer and continuing to help holidaymakers feel informed, reassured, confident and excited to book an overseas holiday this year via its ongoing #ReadySteadyTravel campaign.

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 at

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 MemberZone (

ABTA is also keeping Members informed of the frequent changes to Foreign Office advice, the traffic light system and destination entry requirements through the “COVID-19: Country listings, FCDO travel advice and UK inbound border entry rules guide”, operational bulletins and the COVID-19 situational update, as well as regularly updating its Coronavirus advice for Members, which includes guidance on when refunds are due and how to deal with difficult questions from clients. These resources can also all be found in the MemberZone.

Shelly Beresford, Head of Brand and Marketing at ABTA said:

“People continue to recognise the huge benefits that come with booking their holidays through an ABTA travel professional, with the ABTA brand remaining as highly regarded as ever.

“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 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.

“We’re also supporting Members with our guides and updates so they are across all of the latest changes and developments.”

ABTA’s advice on travelling during the pandemic can be found at