This week we launched the first phase, ‘Dream it’, of our annual flagship campaign – ‘Travel with confidence’. We’re encouraging consumers to start dreaming about their holidays in 2025, whilst keeping ABTA members front of mind for when the time comes to book.

Over the past couple of years, more travel brands have launched their advertising campaigns ahead of peaks. With this in mind, we want to remind customers that while they’re researching holidays to also look for the ABTA logo for peace of mind. 

Following on from our successful campaign earlier this year, encouraging consumers to book last minute holidays, we have once again used the popular music track by Moloko, The Time is Now, as the theme to our radio advertising. Research has found that by using a familiar hit song, we are more likely to increase the audiences' attention, emotion and memory by 20% (Neilsen research).

We are also running destination-focused video advertising on ABTA’s Facebook and Instagram accounts and three influencers to engage audiences across Instagram and TikTok. The influencers we’ve chosen have a combined follower count of over 500,000. 

Across ABTA’s social media channels, our content will include the hashtags #DreamItWithABTA and #TravelWithConfidence, as well as our main message to look for the ABTA logo. So, keep an eye out across our social media channels to engage with our content and share it to inspire your customers.

You can get involved too. We’ve updated our marketing toolkit where you can download our destination-focused social media videos, promote your ABTA membership and to encourage consumers to start dreaming about their next holiday with your travel company.  

Mark Tanzer, Chief Executive