Travellers value personal and financial security above low prices when booking holidays, according to a survey by industry organisation ABTA. Asked to rate essential or important elements of a trip, 86% cited safe and secure accommodation and 79% listed financial protection of any sort – with 74% specifying the ATOL (air travel organiser's licence) scheme. Almost as many (74%) cited membership of ABTA. Knowledgeable staff at travel companies were mentioned by 67%. The fact that a company offered the lowest prices was crucial to a surprisingly small 53%. The figures emerged from ABTA's 2011 Consumer Trends Survey, which also found that the UK was regarded as the most “family friendly” holiday destination by those aged 55 or over.
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