Encouraging customers to ‘Travel with confidence’

As we move through the busy booking season, I wanted to share an update on our ‘Travel with confidence’ campaign, the current phase of which finishes at the end of this month. Although we know that booking patterns have changed for some members and sectors – ranging from very early bookings to very late – this ‘peaks’ period continues to be a crucial time for our industry. The campaign has been designed to support our members by giving customers both inspiration and reassurance as they plan their holidays.

The current ‘Book it’ phase supports customers as they look to book, focusing on why they should book with an ABTA member travel company. This phase includes a combination of paid social activity, a social media competition, influencer partnerships and radio advertising.

The previous ‘Dream it’ phase in November was designed to inspire customers and encourage them to start dreaming about their next holiday. We wanted to build early interest and put ABTA and our members at the forefront of people's minds when it comes to holidays. Customers were targeted through digital activity as well as a podcast collaboration.

Combined, the campaign has been delivering encouraging results – our social activity has been seen around 15 million times, and heard over 8 million times on radio and podcast. Crucially we’ve had almost 40,000 member searches on abta.com – indicating that our core messages of ‘look for the logo’ and ‘always book with an ABTA member’ affect people’s decisions.

Mark Tanzer, Chief Executive, ABTA