More holidaymakers are financially protecting their holidays and more people recognise the ATOL certificate – these are just two of the headline findings following the CAA’s latest Pack Peace of Mind campaign.
Now in its third year, the campaign aims to improve holidaymakers’ understanding of ATOL as they research and book their trips abroad.
The campaign was given a fresh look and approach in 2015, with fun new imagery created around a family of animated suitcases and the use of television advertising for the first time.
The campaign was family-focused and aimed to encourage households to look beyond the price and check their air holiday is ATOL protected before they book. It stretched across a variety of media including newspapers, magazines and social media and was covered on radio and television news.
Following this year’s campaign the CAA commissioned market research with a representative sample of 1,500 consumers from across all regions parts of the UK.
Key findings included more people took steps to ensure their holiday abroad was financially protected against travel company failure – 71% said they protected their last holiday, up from 64% in 2014; more people (83%) are planning to financially protect their next holiday abroad, compared with 75% in 2014; and more people (48%) now feel fairly or very well informed about the benefits of booking an ATOL protected holiday - an increase of 9%.
The ATOL certificate is also becoming more recognised, with 55% of those surveyed correctly knowing that they should receive a certificate once they have booked an ATOL protected holiday.