The annual Superbrands listing of the UK’s strongest brands judges the performance of brands with in the business and consumer markets. Superbrands identifies and pays tribute to exceptional brands by recognising, rewarding and reinforcing leading brands from all over the world.
ABTA is one of the UK’s most recognised travel brands, almost three quarters (72 per cent) of people regard ABTA Membership as essential or important when booking a holiday. In the business travel market, that percentage is higher, with over four in five (84 per cent) managers with decision-making responsibility saying that membership of ABTA is important when selecting a travel management company. This is up from 82 per cent in 2017.
Both the Business and Consumer Superbrands listings were judged by a Council of senior marketing experts, 2,500 individual business professionals from across the UK and 2,500 members of the British public. In both surveys, ABTA did not apply or pay to be considered.
Achieving Superbrand status in both business and consumer markets sends a powerful message. Customers who book with an ABTA Member can feel reassured that they are booking with a prestigious travel company, employees can feel proud to work with them and business stakeholders can trust and rely on the organisation to do well.
