According to Abta’s findings, people are currently 37% more likely to book with an agent now than before the pandemic. Reasons given by consumers are for their up-to-date advice (45%), the security of a package holiday (43%) and for help with Covid-19 requirements (41%).

The findings also show high confidence in the Abta brand, with seven in 10 (70%) consumers saying they are more likely to book with a company using the Abta logo than one which is not, and more than a third (36%) saying they are willing to spend more on a holiday booked through an Abta member.

To support this desire to book with Abta members, the association has produced a range of marketing materials to raise awareness of agents’ membership with new and existing customers.

This includes a new graphic which reads: "We’re proud to be an Abta member" that members can print as A1 and A4 posters for display in retail stores, add to their email signatures or share on social media using the hashtag #WeAreABTAMembers.

Abta has also been running social media advertising to raise awareness of the expertise and reassurance members offer their customers.

Graeme Buck, director of communications at Abta, said this "increased reliance" on travel professionals and the "enduring confidence" in the Abta brand have been "coming through strongly" in its consumer research since the start of the pandemic. 

"The public associates Abta members with high standards and first-class customer service, so these new marketing materials are designed to help our members proudly promote their invaluable knowledge and expertise to their customers, whether they’re repeat bookers or coming through their doors for the first time," he added.