This week we launched our annual national advertising campaign – Travel with confidence – which encourages people to book a holiday with an ABTA Member. Customers recognise and trust the ABTA brand, with 83% of people saying that the company being an ABTA Member is an important factor when booking a holiday and many willing to spend more on a holiday when it is booked through an ABTA Member.  

Each year we run the Travel with confidence campaign to coincide with the main booking period, both to help drive business to Members and champion the benefits people get by booking with an ABTA Member.

With this year’s campaign we’re encouraging people to embrace what a holiday has to offer – the chance to spend time together, make memories, and escape from everyday life. At the same time, we’re highlighting that ABTA Members can help people get the best value holiday. We know from our own research and wider industry insights that not being able to travel during the pandemic really crystalised how important holidays are to people, which is why, despite the squeeze on finances, many plan to prioritise spending on holidays over other discretionary items. The advertising campaign started on Monday and you may well have already heard it ringing out on Heart Digital Radio. 

The next phase is set to launch on Boxing Day and, through an upbeat video, will feature ABTA Member customers talking about why they book with an ABTA Member. The video is a celebration of the expert knowledge and high levels of customer service you offer your customers, and will be advertised across social media including Facebook, Instagram and Pinterest.

As always, we’re encouraging ABTA Members to get involved with the campaign, by displaying the ABTA logo across your premises, your marketing materials and customer communications, as well as using the hashtag #WeAreABTAMembers in social media activity. To help you do this there is a marketing toolkit available in the Member Zone.

Mark Tanzer, Chief Executive