Author: Graeme Buck, Director of Communications, ABTA

Nothing’s changed but everything’s changed

Why do I say that about the world of travel marketing?

‘Everything’s changed’ is perhaps obvious. You can’t have the disruption to travel which Covid unleashed without it having a major impact on the consumer – their expectations, their decision making, what resonates and what they react to. All companies will be reassessing their target consumer and rethinking the relationship they have with them.

But nothing’s changed too. The fundamentals of marketing – why do it in the first place – are no different. Successful organisations still need to understand their customers and prospective customers, need to know how to stand out from the crowd, need to know how to keep consumers interested in their produce, brand or service.

Navigating the dynamic world of inspirational marketing can be difficult at the best of times, but in the current climate marketing professionals need guidance more than ever.
That’s why ABTA is hosting a two-day Travel Marketing Conference next month, on 4-5 May. Among other topics we’ll be looking at the post-pandemic landscape, what’s working in travel marketing in 2022 and the resource needed to deliver in this ‘new yet no different’ world.

There’ll also be a focus on ensuring your marketing is meaningful, that your spend is maximised, and that you’ve got the right metrics in place to evaluate if your campaigns are hitting the mark.

The fantastic Dean Harvey of Kuoni will be moderating the first day, with me taking up the reins on day two. 

I’m really buzzing about this event – the first major gathering of travel marketers since the UK’s Covid travel restrictions were lifted.  And if you attend you can make up your own mind about how much has changed – and what you plan to do about it.

I look forward to seeing you there.

ABTA’s Travel Marketing Conference will take place on 4-5 May at News UK’s central London offices, bringing together together senior marketing professionals and key travel industry names to offer practical guidance, insights and expertise on all things travel marketing. 

Hear from Kuoni, Virgin Voyages, TikTok, Travelbag, Thomas Cook, Meta, G Touring, Barrhead Travel, G Adventures, TTC UK Tour Brands, Accord Marketing, Adido, Gail Kenny Executive Recruitment, Global, Pure 360, ABTA and more. 

ABTA Members and Partners can book at discounted rates. 

Download the full agenda find out more and register your place here.