‘Travel with confidence’: supporting members through peak season

At the height of the summer holiday season, supporting our members and helping them maximise booking opportunities remains our top priority. That’s why we launched the latest phase of our flagship 'Travel with confidence' campaign, ‘The Time is Now’, focused on helping members capture late demand while encouraging undecided consumers to book with confidence through an ABTA member.

The campaign, which ran throughout May and June, combined social media, influencer activity and radio advertising on Heart Digital UK, ensuring the benefits of booking with ABTA members remained front of mind.  

It has delivered strong results: across Facebook and Instagram it was seen 4.2 million times, while our #OutOfTheGroupChat activity on TikTok was seen more than seven million times, helping us engage younger travellers. We also partnered with social media influencers to showcase the experience of visiting an ABTA travel agent, highlighting the expertise, reassurance and personalised service our members provide.

Recognising that many members were running their own advertising campaigns during this period, we extended both our radio and social media activity to provide extra support, visibility and momentum at a key booking period.

Confidence in ABTA members remains high and continues to grow. Our latest research found that 89% of consumers are more likely to book a holiday with an ABTA member than with a non-member, while over half said they would be prepared to pay more for the added peace of mind. You can find out how to promote your business as an ABTA member, and capitalise on the positive views people have of ABTA members, in our marketing toolkit. 

Thank you to all our members who helped amplify the campaign by sharing our content on social media. Together, we are building consumer confidence and helping drive bookings across the industry.

Mark Tanzer, Chief Executive, ABTA