10 May

ABTA launches latest phase of its Travel with confidence campaign to support members in the summer lates market

ABTA is launching today (13 May 2024) the third and final stage of this year’s Travel with confidence campaign aimed at inspiring those who have not yet booked their summer break to contact an ABTA member and do so as soon as possible. Themed ’The Time is Now’ the campaign features radio adverts which will be broadcast on Heart Digital UK, a multi-channel social media campaign, a consumer competition and a dedicated page on ABTA’s website.

The radio adverts are set to the music of Moloko and their number two hit from the year 2000, ‘The Time Is Now’ – summing up a memorable call to action for consumers.

ABTA is also reminding members to make full use of the ABTA logo in their advertising and marketing with its latest consumer research finding ever-longer levels of interest and trust in ABTA membership*. An overwhelming 89% of people who know about ABTA said that they are more likely to book with an ABTA member than a non-member, three quarters would also recommend booking with an ABTA member to their friends, and 68% say that they only trust travel companies that are ABTA members.

The website page www.abta.com/travelwithconfidence features general advice steering customers towards the expertise, support and guidance provided by ABTA members and offers four top tips for late bookers looking for choice and concerned about costs. These are; book with a travel agent or tour operator to make your budget go further, book a package holiday, be open to new destinations and consider going all inclusive.

As part of the drive to encourage customer participation in the campaign, a #ABTAHolidayQuiz will be promoted across ABTA’s social media channels offering a range of holiday related prizes.

Graeme Buck, ABTA’s Director of Communications, said:

“Even though bookings have been very healthy for many in the industry this year, there are customers who still haven’t booked an overseas break, with some potentially feeling they’ve left it too late. The latest phase of our Travel with confidence campaign themed ’The Time is Now’ is intended to steer them towards ABTA members and give a boost to the lates market.

“We chose Moloko’s ‘The Time Is Now’ to soundtrack our radio ads not only because the theme works well, but many of today’s holiday bookers and decision makers grew up with the song. It’s feel good and will evoke positive feelings and happy memories.

“We’re confident that the campaign as a whole will help ABTA member businesses to grow and thrive.”

Notes to editors
*ABTA’s regular brand tracking is based on an independent online survey of 1000 respondents representing a national cross section of UK residents, conducted by The Nursery under Market Research Society guidelines. The latest research was undertaken in March 2024.

About ABTA
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,600 travel brands in membership who have a combined pre-pandemic annual UK turnover of £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.

Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.

All this together means we help you travel with confidence. www.abta.com