This new activity is the latest phase of the association’s Travel with Confidence campaign which helps drive business to members and is designed to maintain high public favourability for the ABTA brand.

With research unveiled at ABTA’s Travel Marketing event in May showing that more than a third of people who plan to go away this summer haven’t booked yet*, from today (12 June), ABTA will be running four weeks of podcast advertising specifically targeted at this audience of prospective travellers. The 30-second advert highlights that the best way to get a great deal at a great price is to book with an ABTA travel agent or tour operator.

To further target this last-minute market, ABTA will also be re-sharing the customer testimonial videos it first debuted on Facebook and Instagram on Boxing Day last year, which highlighted each customer’s positive experiences of booking with an ABTA member.

This comes as ABTA’s latest independent research reveals that consumer confidence in the ABTA brand is as high as ever, with four in five consumers associating ABTA with confidence (81%), safety (81%), reassurance (80%) and expertise (79%) – values that have cemented ABTA’s place as a trusted travel brand for more than 70 years**.

Graeme Buck, ABTA Director of Communications said:

“We’ve adapted our ‘peaks’ Travel with Confidence campaign to reach these last-minute bookers with a clear message: book with an ABTA member for the best break for your budget.

“With many summer holiday bookings still to capture, and the ABTA brand stronger than ever, we’ve decided to branch out into the growing market of targeted podcast advertising for the first time. This should allow us to reach would-be customers – who may not have heard or engaged with our campaign before – and encourage them to book with an ABTA member.”

For more information about the campaign, please visit www.abta.com/travelwithconfidence.