'Travel with confidence’ advertising campaign to launch ahead of peak booking period
ABTA today announces the launch of a nationwide advertising campaign which will begin on 4 January 2017 and run until the end of February. The campaign is being launched in response to the growing issue of fraudulent websites, online scams and non-compliant travel companies that have no financial protection in place. The advertising will promote ABTA’s ‘Travel with confidence’ message and encourage consumers to book with an ABTA Member during the busiest holiday sales period of the year.
The campaign will target families and older travellers – the groups most likely to book holidays early – and advertising will run on radio, in the Sunday Times and online. It will be supported by a dedicated ‘Travel with confidence’ hub on abta.com and an online competition.
The messaging and creative design will encourage holidaymakers to ‘Be smart, always book with an ABTA Travel Company’. It will emphasise that the ABTA logo is a symbol of broader support and protection that is more relevant and important than ever, given the growing issue of online booking fraud and non-compliant travel companies.
There will be further activity targeting younger holidaymakers in the summer.
Mark Tanzer, ABTA Chief Executive, commented: “Over the past year, we have dealt with over 160 cases relating to online scams or to businesses that are trading in direct competition with ABTA Members but are not providing financial protection to their customers. Our Members have reported a significant increase in these kinds of fraudulent, non-compliant activities, so our advertising campaign will be encouraging all holidaymakers to stop and think about the company they are booking with. The ABTA brand already enjoys excellent public recognition, with 76% of people feeling more confident booking a holiday with an ABTA Member. Our new campaign aims to deepen people’s understanding of the many benefits they receive when they book with an ABTA travel company, and I would encourage all Members to ensure that they are using the ABTA logos and branding so holidaymakers are reassured that they can travel with confidence.”
*Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in leisure and tourism market research. The ABTA Consumer Trends survey generated responses from a nationally representative sample of 1962 consumers using an online research methodology and related to holiday booking habits in the 12 months to August 2016. Fieldwork was conducted in August 2016.