The time is now: Turning confidence into bookings

Amidst a backdrop of global uncertainty and disruption, I’m reflecting on the challenges the industry has faced so far this year.  As we approach the peak summer holiday season, understandably some people are hesitating before committing to booking a holiday, so here at ABTA we’re focused on supporting our members in every way possible.  

That’s why the next phase of our 'Travel with confidence' campaign, 'The time is now', comes at such a pivotal moment. Running from mid-May to mid-June, this campaign is focussed on equipping our members to capture late demand and helping those who may still be undecided to take that final step and book with confidence.  

Our latest brand research shows that trust in ABTA and our members continues to grow, with 54% willing to pay more for a holiday booked through an ABTA member and 80% saying ABTA membership gives them peace of mind.

For me, those figures are significant.  They show that trust is no longer just a positive association, it is clearly shaping booking decisions.  This presents a real opportunity for our members.  At a time when consumers are looking for reassurance, the value of booking with a trusted travel professional has never been clearer. The security, expertise and support that come with booking with an ABTA member travel company are exactly what many people are looking for.

We’ll be bringing this message to life through social media and radio advertising and, crucially, we’re not just reminding people to book their holidays, but why how they book matters too. Alongside this, we are equipping our members with a marketing toolkit to help amplify these messages and make the most of increased demand and ensuring the industry can fully benefit from the increased consumer confidence.  

With confidence high and trust in ABTA growing, now is the moment to convert reassurance into bookings.

Mark Tanzer, Chief Executive