16 May

Why ‘The Time Is Now’ to make your ABTA logo work for you

People value their ABTA membership for a wide variety of reasons. One of these is the strength of the ABTA brand among the travelling public.

The latest independent research shows, among other results, that 89% of consumers would rather book a holiday with an ABTA member than a non-member. What’s more, nearly half of people say they would be prepared to spend more money when booking a holiday with an ABTA member compared with a non-member.

Only ABTA members have the right to display the ABTA logo and use it in their marketing. Given the public’s positive associations with the brand, it makes business sense to do so.

We never rest on our laurels and so, to keep the benefits of your ABTA membership in the public eye, this week we began a new ‘Travel with confidence’ marketing campaign. A central part of this is new radio advertisements on Heart Digital UK featuring the classic hit from Moloko, ‘The Time is Now’. The aim is to give a boost to the summer lates market and get people heading to an ABTA member to book their holiday, using the truly memorable music to stay in listeners’ minds and firmly associate ABTA members with fantastic holidays.

The ABTA logo is available in a range of formats in the marketing toolkit in the Member Zone on abta.com.

Mark Tanzer, Chief Executive