ABTA Members take centre stage in second phase of new Travel with Confidence campaign
New video advertised across social media highlights why consumers can book with confidence through an ABTA Member
ABTA Members’ professionalism, personal service and passion for travel – and why customers can book with confidence through them – are at the heart of the second phase of ABTA’s Travel with Confidence national advertising campaign, which launches across social media channels from today (Monday 4 January).
A full video advert for Facebook and a shorter version for Instagram have been created from a series of ‘selfie’ videos submitted by a range of ABTA Members* – from retail travel agents, homeworkers, and tour operators – talking about the support, expertise and protection that comes from booking with an ABTA Member.
From taking the very best care of their customers every step of the way, to using their extensive knowledge and travel experience to ensure every customer has the best holiday, the videos use real quotes from Members to explain how important it is for consumers to book their long-awaited holidays with travel professionals they can trust.
In addition to the launch videos, which will be promoted on Facebook and Instagram until the end of February, ABTA has created six-second-long ‘bumper’ adverts and gifs which show the extra benefits, added value and peace of mind that ABTA Members offer their customers. These adverts and animations will be running across Facebook, Instagram, Twitter and YouTube during January and February.
All Members who responded to ABTA’s call out for videos will be featured as part of the Travel with Confidence campaign in 2021, either as part of social media advertising or as organic content on ABTA’s social media channels.
This latest phase of the campaign is in addition to 30-second radio adverts which have been running across streaming services and commercial radio stations Capital and Heart since 14 December, letting consumers know they can book with confidence when they see the ABTA logo. ABTA is also encouraging consumers to get excited about their travel plans for the year ahead with a new competition which launched on 1 January 2021. Using the hashtag #MakeMoreMemories, consumers are encouraged to comment on ABTA’s social media posts on Twitter, Facebook, and Instagram with details of where they are planning to book a holiday to in 2021 to be in with a chance to win a pair of Apple Airpod Pros.
ABTA’s ‘Six trends for travel in 2021’ report recently predicted that travel professionals will play an important role in helping people to feel more confident to travel this year, as research shows people are 20% more likely to use a travel professional now than before the pandemic, with two in five citing the security of a package holiday (41%) and the travel professional’s up-to-date advice (40%) as the main reasons**.
Graeme Buck, Director of Communications at ABTA – The Travel Association said:
“After a tough 2020, many people are really looking forward to taking a break. Those thinking about their holiday plans for the year ahead will be keen to turn to travel professionals they can trust to help them find the best holiday for them.
“We wanted to invite our fantastic Members to explain in their own words why their personal service, incredible breadth of knowledge, and tireless support means their customers return to them each year to book their holidays.
“We’ll be reminding the public that they can book with confidence when they see the ABTA logo, knowing that they will have access to the support and expertise provided by ABTA Members.”
For more information about the campaign, please visit www.abta.com/travelwithconfidence.
Notes to editors
*The following Members are included in the full video advert:
Cat Jones, Byway
Stephanie Jepson, Courtney World Travel
Matt Pink, easyJet holidays
Jay Clements, English Holiday Cruises
Lucy Clifton, Flight Centre (UK)
Laura McCann, Laura Meets World
Andrew Meech, Liphook Travel
Mark Gardner, MSG Tours
Jill Waite, Pole Travel
Kevin O’Regan, Ramblers Walking Holidays
Jamie Harto-White, Walt Disney Travel Company
Graeme Brett, Westoe Travel
**ABTA consumer sentiment research conducted by The Nursery Research and Planning (www.the-nursery.net/) in August and November 2020, with a nationally representative sample of 500 consumers.
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.