INTERVIEW: A BTA
Victoria Bacon
“In 2012 there was an increase in the number of people using high street agents, with 18-24 year-olds particularly keen”
Can you give us a brief history of ABTA. ABTA was set up in 1950 by 12 travel agents who were looking to raise standards within the industry. Over the years ABTA grew in size to the point that it represented the majority of UK travel agents and tour operators. ABTA has performed a key role
in consumer protection and has overseen numerous repatriations of customers following the failure of members. We also created a Code of Conduct, which is frequently cited as an example for other trade associations to follow. In 2008 ABTA merged with the Federation of Tour Operators (FTO), which greatly strengthened our voice when dealing with key policy makers in Westminster and Brussels as well as providing a wide range of operational expertise.
How many ABTA members are there now? Currently we have around 1,200 members with approximately 4,500 branch offi ces. These range from small family-run businesses to some of the largest tour operators and cruise companies in the world.
What are the benefi ts of becoming an ABTA member? ABTA is one of the best known and most respected brands in the travel industry, with a 79% consumer recognition factor.
Inset: Cancun, Mexico; Main picture: The South African bush, near Kruger National Park; Opposite: Shirley Heights, Antigua
Many consumers will not book with a non-ABTA company so membership can provide an edge over competitors.
Anything else? ABTA Members have access to free legal advice and discounted rates offered by companies in the ABTA Partner schemes. We also run a training programme covering topics such as
Why should customers book with an ABTA agent? All members follow the ABTA Code of Conduct, which means customers benefi t from high standards of service, fair terms of trading, accurate information and straightforward complaint handling should something go wrong. ABTA agents will advise what fi nancial protection is in place for the holiday, and customers’ options should their travel arrangements not be protected by ABTA or ATOL. Also, consumers can access the
“Ultimately, our independent
arbitration scheme is there to help resolve issues between customers and our members”
complaints handling, travel law and crisis management. We work to build confi dence in the industry, which all of our members benefi t from. We work with destinations and travel businesses to improve health and safety and sustainability standards. We also offer 24-hour crisis management support.
ABTA consumer helpline in the event something goes wrong with their holiday or ABTA travel company. Our independent arbitration scheme helps to resolve issues between customers and our members.
How are agents faring against direct bookings? The feedback from ABTA retailers in the year to date has been positive, after some tough years. Many agents are
now embracing the range of marketing and sales channels that customers use, like face to face, online, telephone, etc.
In fact, our research shows that in 2012 there was an increase in the number of people using high street agents, with 18-24 year olds
www.sellinglonghaul.com September 2013 13
being particularly keen on booking through a high street travel agent.
Does ABTA foresee any notable changes over the next few years? Travel and tourism can be directly affected by events all around the world; we’ve seen that with some of the political and economic instability of the last few years. There will be events and
developments heading our way that we cannot predict but there are others we can prepare for. Most notably there is the review
of the Package Travel Directive going through Brussels at the moment and the Department for Transport’s review of the future shape of the ATOL scheme. On both of these issues ABTA
will continue to consult with our members to ensure that any future changes are fair and balanced.
A conversation with... ABTA Head of Communications
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