ABTA puts Members and customers at heart of Travel with Confidence campaign
Adverts across social media and radio highlight why people can book and travel with confidence through an ABTA Member
ABTA’s latest Travel with Confidence national advertising campaign will launch with social media advertising on Boxing Day that sees ABTA Members – and their customers – driving home the benefits of booking and travelling with an ABTA Member.
Following the success of last year’s videos which reached more than 10 million people, ABTA has once again produced a lead video for Facebook and a shorter version for Instagram which feature a range of Members* talking about the expertise, personal service and reassurance that comes from booking with an ABTA Member and has been particularly important during the pandemic.
This year, the video also features customers explaining why it’s so important to them to book with an ABTA Member – from highlighting the brilliant service and trusted advice they always receive to enthusing about the holidays they’ve enjoyed and those they’re looking forward to in the year ahead.
This includes regular traveller, Lucy Barlow, who says:
“I always like to book with an ABTA approved company because it just gives me peace of mind, especially at the moment with the way things are in the world. They have a really high standard for their Members, so I would definitely recommend looking for the little ABTA sign whenever you’re booking.”
To continue to support consumer confidence in the coming weeks, ABTA will turn the testimonials from customers into a series of shorter videos that Members can share across their own social channels, as well as animated gifs which show the benefits of booking with an ABTA Member. Campaign materials will be added to the marketing toolkit from January and ABTA will be promoting all new social media assets on the ABTA Member Facebook page.
Beyond social media, 30-second radio adverts on Heart Radio across the country from Monday 27 December until mid-January will urge listeners to look for the ABTA logo when they book so they know they’ll get the information, help and advice they need to travel with confidence.
ABTA’s ‘Travel in 2022’ report recently predicted an increased reliance on travel professionals’ expert help and advice next year, as research shows people are 30% more likely to use a travel professional now than before the pandemic, primarily for their guidance with Coronavirus travel requirements (47%) followed by the security of a package holiday (46%)**.
Graeme Buck, Director of Communications at ABTA – The Travel Association said:
“After another difficult year, many people are desperate to get away on an overseas break and increasingly want the expertise and reassurance that comes from booking with a trusted travel professional.
“This year’s Travel with Confidence campaign celebrates the hugely important role that ABTA Members play in helping people navigate the unexpected changes caused by the pandemic, so they can book and travel with confidence.
“Importantly, this year we also hear from customers who have travelled, and are looking forward to travelling, with an ABTA Member. It will be a powerful reminder to people that they can book with confidence when they see the ABTA logo.”
For more information about the campaign, please visit www.abta.com/travelwithconfidence.
Notes to editors
*The following Members and customers are included in the long version of the video for Facebook:
Members
Charlotte Lawn, lastminute.com
Ann Anglesea, Delmar World and Perfect Cruises
Nicola Rolph, Premier Travel
Sherrie May-Reeves, Nomadic Tours
David Duff, Azamara
Nikki Metcalfe, Flight Centre
Customers
Kaye, Jet2holidays customer
Antony and Mandy, Not Just Travel customers
Gemma, Norwegian Cruise Line customer
Lucy, ABTA customer
Susan, Delmar World and Perfect Cruises customer
**ABTA consumer sentiment research conducted by The Nursery Research and Planning (www.the-nursery.net/) in October 2021, with a nationally representative sample of 500 consumers.
About ABTA
ABTA has been a trusted travel brand for over 70 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers travel with confidence.
The ABTA brand stands for support, protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA Members. These qualities are core to us as they ensure that holidaymakers remain confident in the holiday products that they buy from our Members.
We help our Members and their customers navigate through today's changing travel landscape by raising standards in the industry; offering schemes of financial protection; providing an independent complaints resolution service should something go wrong; giving guidance on issues from sustainability to health and safety and by presenting a united voice to government to ensure the industry and the public get a fair deal.
ABTA has around 4,000 travel brands in Membership, providing a wide range of leisure and business travel services, with a combined pre-pandemic annual UK turnover of £40 billion. For more details about what we do, what being an ABTA Member means and how we help the UK public travel with confidence visit www.abta.com.