02 May

ABTA’s Travel with confidence campaign targets 18-35 year olds

ABTA the Travel Association will target the 18-35 leisure market as part of its 2018 Travel with confidence national advertising campaign starting on 1 May-30 June 2018, to coincide with a busy sales period for late bookings for holidays over the summer.

The campaign aims to raise awareness of ABTA’s Travel with confidence brand and encourage people to book with an ABTA Member. It initially targeted families and over 55s and now it is targeting young families and people in the 18-35 year old age bracket.

This year’s campaign carries a strapline saying ‘we’re with you every step of the way,’ highlighting how the benefits of booking with an ABTA Member span the customer’s holiday from start to finish. This includes how ABTA’s code of conduct makes sure that when planning a trip customers have accurate information, and in the unlikely event something goes wrong with their holiday, they can access help to make a complaint.

National advertising will make sure the campaign messages reach ABTA’s target audience via a social media campaign across Facebook, Instagram and YouTube.

ABTA will also support the campaign through a hub on its website providing holidaymakers with tips on how to travel with confidence and with social media activity with the hashtag #beABTAsmart, social media for Members to use themselves and a competition.

Victoria Bacon, ABTA’s Director of Brand and Business Development said:

“As thousands of younger travellers and young families start to plan and book their summer holidays or Autumn travel plans, we’re reminding people of the importance of booking with an ABTA Member, to ensure they travel with confidence and have access to expertise, support and protection.

“Being with you every step of the way links to the benefits that booking with an ABTA Member provides before, during and after a holiday, through a range of services from ensuring customers get the holiday they book under ABTA’s code of conduct, through to supporting complaints handling if something goes wrong. 

“I’d really encourage all ABTA Members to get behind the campaign by using the Travel with confidence logo in their advertising, and we also have social media content Members can download and use across their own channels.”

ABTA is the UK’s largest travel association, representing travel agents and tour operators that sell £37 billion of holidays and other travel arrangements each year.

ABTA has achieved Business Superbrand status for the last 12 years and was also voted a Consumer Superbrand for the last two years. Research also reveals that 3 in 4 people recognise the ABTA logo and 73% of people say ABTA membership is essential when booking a holiday.

ABTA is also highly valued by businesses when booking travel; 4 in 5 managers say booking business travel arrangements through an ABTA Member is important or very important.

Watch the “Every step of the way” campaign videos here: abta.com/travelwithconfidence.