ABTA Members and their customers will take centre stage in ABTA’s next Travel with Confidence national advertising campaign. Launching across social media channels over the Christmas period and throughout the crucial early booking period at the start of 2022, the video will feature ABTA Members sharing their professionalism, personal service, and passion for travel as well as their customers sharing why they felt it was important to book a holiday through a trusted travel company.

Following on from the successful hero video created for the last Travel with Confidence campaign and shorter bumper video, last year’s social media advertising reached a total 10.4 million total impressions across ABTA’s channels. This year, ABTA will create another hero video for Facebook and a shorter version for Instagram, which will be created from the ‘selfie’ videos submitted by ABTA Members and their customers highlighting the expertise, support, and protection provided when booking with an ABTA Member.

ABTA would also like videos from customers of ABTA Members, working with Members to identify appropriate customers that have used their services on many previous occasions or are new customers wanting the reassurance of booking with a travel professional. To incentivise customers to share a testimonial video, ABTA will offer a £50 Amazon voucher.  Full details of how to engage their customers are outlined in the Member brief. 

ABTA Member and customer selfie videos should be no longer than 60 seconds and a fresh, honest chatty style is much more important than a polished professional approach. All videos should be submitted to ABTA by Friday, 26 November 2021.

From taking the very best care of their customers every step of the way, to using their extensive knowledge and travel experience to ensuring every customer has the best holiday, the videos will show real Members explaining how important it is for consumers to book their much-needed holidays and other travel arrangements with a travel professional.

All Members who responded to ABTA’s call out for videos will be featured as part of the Travel with Confidence campaign in 2022, either as part of social media advertising or as organic content on ABTA’s social media channels. 

A full briefing on what kind of content will work well can be found here or from our marketing toolkit here. Members looking for further information and where to send their completed videos should contact Lizzie Andrews at landrews@abta.co.uk.

ABTA’s brand research earlier this year showed ongoing confidence in travel professionals and found holidaymakers are 25% more likely to book a holiday with a travel professional now than before the pandemic, with half citing the security of a package holiday (47%) as their main reason, followed by trusting travel companies to look after them (42%), and the travel professional’s up-to-date advice (40%). https://www.abta.com/news/latest-abta-research-shows-ongoing-confidence-travel-professionals-package-holidays-and-abta

Graeme Buck, ABTA Director of Communications said:

“There is an exceptional range of knowledge and passion for travel amongst the ABTA membership and we want to once again offer Members the opportunity to express this in a video, also allowing their customers, new and old, to show their appreciation. 

We had some great input last year from Members which really brought the campaign to life and this year we feel that customers would also like to hear from members of the public about how much they appreciate and value the services of ABTA Members.

After two incredibly tough years customers are desperate to take an overseas break now that travel is at long last opening up. But, with different entry and other travel requirements still in place in destinations, the expertise and guidance offered by ABTA Members is more important than ever.”

For more information about the campaign, please visit www.abta.com/travelwithconfidence. 

About ABTA
ABTA has been a trusted travel brand for 70 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers travel with confidence. 

The ABTA brand stands for support, protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA Members. These qualities are core to us as they ensure that holidaymakers remain confident in the holiday products that they buy from our Members. 

We help our Members and their customers navigate through today's changing travel landscape by raising standards in the industry; offering schemes of financial protection; providing an independent complaints resolution service should something go wrong; giving guidance on issues from sustainability to health and safety and by presenting a united voice to government to ensure the industry and the public get a fair deal.

ABTA has more than 4,300 travel brands in Membership, providing a wide range of leisure and business travel services, with a combined annual UK turnover of £39 billion. For more details about what we do, what being an ABTA Member means and how we help the British public travel with confidence visit www.abta.com.