ABTA reveals the most important thing agents can do to boost customer confidence

book travel with an agent
By Linsey McNeill
Home » ABTA reveals the most important thing agents can do to boost customer confidence

ABTA has published the result of its first-ever Travel Confidence Index, which reveal the main things agents can do to make their customers feel more confident about travelling.

The single most important thing is checking that their passport and any visas are in order, since 67% of the 2,000 respondents to the ABTA survey said knowing they have the correct documents was ‘essential’ and a further 24% said it was ‘important’.

Checking passports has become more important since the introduction of new rules on passport validity for travel to Europe following Britain’s exit from the EU.

Travel agents should also make sure clients have insurance, seen as essential by more than half of the survey’s respondents.

The results of the first Travel Confidence index were released as the industry gathered at the Lujo Hotel in Bodrum, Turkey, for the annual ABTA Travel Convention.

Reassuring clients that their holiday comes with financial protection so they won’t be left stranded abroad if their travel company goes bust would give 88% a confidence boost, according to the survey.

The vast majority of respondents were aware of the value of ATOL protection with 80% saying it was essential or important versus 76% wanting the comfort of the ABTA badge.

While booking with someone with ‘expert knowledge’ was only ‘essential’ to 18% of respondents, a further ‘42% agreed it was ‘important’ and 30% said it was ‘nice to have’.

Knowing the total price of a holiday in advance was ‘essential’ or ‘important’ to 79%, leading ABTA to conclude that selling packages and all-inclusive trips could deliver a ‘good dose of consumer confidence’.

Some 78% said it was ‘essential’ or ‘important’ to get value for money too.

Knowing that a destination would be welcoming was also crucial to the vast majority of people, while 76% would feel more confident parting with their money if they knew they could get compensation if their holidays was not as advertised.

Seeing Government advice that a destination is safe was ‘essential’ or ‘important’ to almost two-thirds of people.

Not surprisingly, the Travel Confidence Index revealed that young people, aged 25 to 34, and families are the most confident travellers while those aged 65+ are the least.

Share this article

Latest News