20 Jan

Encouraging holidaymakers to book and travel with confidence

ABTA has always supported Members by encouraging people to travel and saying why they should do so through an ABTA Member. With travel severely restricted, finding the right time to do so hasn’t always been easy over the past couple of years, but our latest campaign to boost consumer confidence is now well under way and reaching millions of people.

Our annual Travel with Confidence campaign launched on 26 December – running until 28 February – and has been promoting the confidence message, as well as booking with an ABTA Member.  

The several phases of the campaign include a video featuring both ABTA Members and customers talking about the benefits of booking with Members, and the importance of looking for the ABTA logo. If you haven’t seen it yet, here is the video.

The video is part of our social media advertising across Facebook and Instagram and has so far been seen over 5.3 million times across the platforms. Thank you to all Members who took the time to get involved. We are also running paid advertising across Twitter and YouTube.

Our recent radio adverts on Heart UK digital highlighted that ABTA Members and ABTA are here with expertise, advice, and knowledge to help customers plan and book their trip during what will still be uncertain times. The ad was listened to almost 13 million times during a three-week period.  
The final phase of the campaign includes a customer competition, #ABTAHolidayQuiz, which launched this week. It runs until the end of February, and you can encourage your own customers to take part by visiting: www.abta.com/win.

The campaign has also been supported with media activity, including the release of our research on the top 10 destinations that people plan to travel to in 2022 and our top tips for travelling with confidence, covered by the majority of national newspapers.

With all this activity, it’s worth ensuring you are using your ABTA logo. Our recent consumer survey found that three quarters of people say they strongly associate the ABTA brand with reassurance, expertise, confidence and safety. By displaying the logo across your channels and in your marketing materials you are aligning your company with these values, in turn helping customers to feel confident when booking with you. Members can download the ABTA logo and marketing resources from https://www.abta.com/member-zone/running-your-business/abta-marketing-toolkit

Mark Tanzer, Chief Executive