What travellers say they really want from their tour operators - the top ten Safe and secure accommodation (83%) People are keen to check that their hotel has been properly vetted and is run by a company they can trust. Financial protection (77%) People want to be sure that if their travel company goes out of business they will be brought back to the United Kingdom or get a full refund. ATOL protection (71%) If you book a holiday involving a flight through a travel agent or tour operator, your money will be protected by ATOL, a Government scheme underwritten by the Civil Aviation Authority. It does not apply to travel booked directly with airlines. Value for money (but not necessarily the lowest price) (70%) The recession has made consumers keener than ever to find the best price for their holidays. Value for money has been one of the reasons for an increase in the popularity of all inclusive and package holidays. ABTA Membership (69%) If you book a holiday which does not involve a flight, such as a cruise, your money will almost certainly be protected by ABTA. If you have a problem with an ABTA- registered company, you can go directly to the organisation. Knowledgeable staff (68%) There has been an increase in the number of people using high street travel agents, with people looking for knowledge, expertise and guidance when booking their holidays. Putting together your own holiday using the internet is increasingly seen as unreliable and too time- consuming. Ease of transport connections to the airport (59%) People want to be able to go to their local airports. This is particularly important for Scottish travellers, who do not want to have to travel via London or Newcastle to reach their destination. Lowest prices (59%) There has been a big increase in the importance of price to people who are booking their holidays. Despite the recession, people are still willing to spend money on their holidays, with 35 per cent of people saying they are not prepared to cut back. The range of holidays on offer (59%) Part of the joy of booking a holiday is leafing through the brochures and choosing what kind of trip will suit you best. Consumers like to consider a lot of options before making up their minds. A well-known name in the industry (51%) In the last few years because of the impact of the recession people are looking for the reassurance of an established household name. News of companies going out of business has made consumers keener to look for a name they can trust.