Since the launch of our new "Travel with confidence" strapline in December 2014, I am delighted to see so many ABTA Members have adopted it and are displaying it in store, on websites and in advertising campaigns.
I'd like to say a big thank you to everyone for getting behind it so quickly. We believe it sends out a very strong and compelling message to consumers as to why they should book their holiday with an ABTA Member. We have also been busy promoting the new messaging to consumers and have just concluded a month long advertising campaign across national press encouraging the public to book with an ABTA Member. The new strapline was also used prominently in adverts on Heart FM to promote our Earlybird campaign.
As a result of this activity we have seen a 56% rise year-on-year in traffic to our Find a Member page on abta.com for January, a statistic which I hope has also translated to bookings for our Members. It certainly looks like it has been a promising start to the year with GfK today reporting a 4% year on year growth in bookings for January. We will continue to promote the "Travel with confidence" messaging throughout the year to further increase the value of the ABTA logo to your business and I wholeheartedly encourage you to start using the new strapline if you are not already.
Mark Tanzer, Chief Executive