Encouraging consumers to book with an ABTA Member
We know that one of the things Members value highly is the recognition and trust that the ABTA brand provides to members of the public. Maintaining this recognition, and encouraging travellers to look for the ABTA logo when they book their travel arrangements, is one of our main priorities, particularly during peak booking periods.
Our current Travel with Confidence advertising campaign is well underway, including three radio adverts each developed specifically to target a different audience, reaching more than six million listeners:
- Families on Heart DAB (click here to listen)
- Young people on Capital DAB (click here to listen)
- Over 55s on Classic DAB (click here to listen)
We would encourage all ABTA Members to get behind the campaign by using the ABTA Travel with confidence logo in their advertising and on their website.
We’ve also been working to support consumer confidence in light of the uncertainties around Brexit. Our Brexit advice page, abta.com/brexit, provides answers to key questions, including reassurance around flights and visas. We promoted this content through advertising on Facebook during 14-24 December. It reached 1.8 million people and generated over 80,000 clicks through to ABTA’s website. We continue to see considerable traffic to the Brexit page, in part because this page ranks highly for searches related to Brexit and travel.
Finally, a big thank you to those Members using and sharing ABTA’s Trusted travel expert animated video (click here to view) that contrasts the hassle, pressure and uncertainty of booking a holiday yourself versus booking with a travel expert. From our initial research, we know that thousands of consumers have already viewed the video so clearly the message is getting through!
If you want to get involved, you can download the video from the marketing toolkit in the Member Zone and add it to your website or share via social media.