Financial protection, ABTA and ATOL membership take three of the top five positions in consumers’ wish list when they book a holiday. Low prices come much further down people’s list of priorities with just over half seeing this as essential or important. The wish list was revealed today at The Travel Convention in Palma Mallorca as part of the 2011 ABTA Consumers Trends survey.

Eight in 10, 79% of consumers, see a financial protection scheme as essential or important .This has climbed 5% in 12. ATOL financial protection and ABTA membership are next on the list at 74% and 73% with knowledgeable staff completing the top five. Surprisingly the lowest prices come much further down people’s list of priorities with 53% seeing this as essential or important.

Mark Tanzer ABTA Chief Executive said: “Even in a year when customers are tightening their belts the lowest cost is not their number one consideration. The message from our customers is loud and clear: financial protection is a top consideration when booking their holidays. ABTA membership is also incredibly important to customers reemphasising the high priority they place on having the peace of mind that comes with booking through an ABTA Member.

“With the Department for Transport currently at work on a reform of the scope of the ATOL scheme and its financial protection offer, consumers are saying this is something they care deeply about and the DfT must get reform right.”

Customers are also keen on established, trusted brands with 55% looking for a well-known name in travel. Well trained, experienced staff, are also seen as important, with 67% looking out for them.

Consumers believe the following booking elements are essential or important:

1) Safe and Secure Accommodation 86%
2) A Financial Protection Scheme 79%
3) ATOL Financial Protection 74%
4) ABTA Membership 73%
5) Knowledgeable Staff 67%
6) Ease of Transport Connections 63%
7) Range of Holidays on offer 58%
8) Convenient location 55%
9) A Well Known Name in Travel 55%
10) Lowest prices 53%