Is ABTA fit for purpose in today’s travel industry? - Let's Talk Travel - Ep5

ABTA is probably the most widely recognised name in travel in the UK, but its relevance in 2026 is coming under increasing scrutiny. With rising member fees, alternative financial protection products, and rival support networks, travel businesses have more choices than ever. Meanwhile, self-booking travellers may also see the ABTA name against the likes of Tripadvisor, Trustpilot, Feefo and many others. We get deep into how ABTA can better serve UK travel’s evolving needs now - and what might happen if it doesn't.