30/08/2026
When you’re planning a holiday, how much thought do you give to who you’re actually booking with?
We naturally spend time looking at destinations, hotels and experiences, but the company behind the booking matters too.
New ABTA research found that 89% of consumers are more likely to book with an ABTA member than a non-member, with safety, expertise, reassurance, reliability and confidence among the qualities people increasingly associate with ABTA.
After more than 40 years working in travel, those are things I believe matter just as much today as they ever have.
I’ve written a new article looking at what the ABTA logo actually means for travellers – and why knowing who you are trusting with your holiday still matters.
Why booking with an ABTA travel professional still matters.
https://bit.ly/4gw3tm4