NEWS — HOT STORIES 2
CAA says Atol awareness push had mixed impact
Ian Taylor
The Civil Aviation Authority has confirmed consumer awareness of Atol protection barely shifted following a £600,000 campaign to boost recognition early last year. However, the CAA believes understanding of the scheme “deepened” as a result of its Pack Peace of Mind campaign. Research among consumers
following the campaign’s completion last April recorded a “marginally higher awareness of Atol providing financial protection in the case of a bankruptcy”. A CAA summary of the findings
suggests “the impact may be visible in the future or current behaviour of holidaymakers”. The level of Atol recognition
rose just two-percentage points to 82% compared with a similar survey in August 2012. However, the rate was already
remarkably high given one-third of the 1,000 respondents had not been on an overseas holiday. The CAA consumer protection
group ran its campaign through the peak-booking period at the start of last year, following a series
of Atol reforms. The campaign ran chiefly online, with buttons, banner ads and videos on Google. It expanded to national newspapers including the Daily Mail, Sun, Daily Mirror, Daily Express and Daily Record in Scotland after the government sanctioned a doubling of CAA spending to more than £600,000. The CAA reports
a fall in “levels of feeling informed” and said: “Those aged 18-34 have the lowest awareness of Atol, though they are the most likely to plan a holiday with flights.” Yet it also notes the correct identification of “increased numbers of true and false statements” about Atol, suggesting: “Those aware of Atol are more likely to have a better understanding of how it works.” A separate CAA survey in early December suggested 5% of consumers had suffered the loss of a holiday due to a travel company failure.
3
Abta suggests staggered term dates to avoid fines
Juliet Dennis
Abta has called on local authorities to consider staggered term dates after a couple were fined £1,000 for taking their children out of school to go on holiday. Stewart and Natasha Sutherland, from Shropshire, were ordered
by magistrates to pay £1,000 in costs and fines after taking their three children to Rhodes for a week during term last September. The fine followed a change in the law in September, removing the right of head teachers to grant up to 10 days’ absence for term-time holidays. Absence can now be granted only in exceptional circumstances. Abta argued it was fruitless to try to reverse legislation. Head of communications Victoria Bacon said: “We should be careful about encouraging parents to take children out of school. The government has made it easier for local authorities to be more flexible with term dates and as an industry we need to welcome those looking at staggering term times. “We have successfully lobbied on this and the reality is local authorities now have more freedom [to introduce
flexible term dates] and we would like to see them do that.” Bacon also said it was important to encourage parents to plan
in advance by booking during the peak January to March period when free child places are more readily available. Advantage sales and marketing director Colin O’Neill said: “It’s about educating customers that this is not the industry profiteering. “Then we can work with local authorities to influence where you
can have different holiday periods.” Brighter Group chairman Steve Dunne warned politicians might
soon cast the travel industry in the same light as the banking sector. ❯ Letters, page 25
23 January 2014 —
travelweekly.co.uk • 5
“We need to welcome
those looking at staggering term times”
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