ABTA puts Members and customers at heart of Travel with Confidence campaign

Monday, December 27, 2021

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.”

« Back to Page

• UK Government Sets 2030 Target for 10% Sustainable Aviation Fuel in Outbound Flights

• ABTA and Seasonal Businesses in Travel Support Youth Mobility Agreement Between United Kingdom and European Commission

• ABTA urges travellers to strictly follow current hand luggage rules

• ABTA and RHA Join Forces to Strengthen Coach Travel Industry Benefits

• Two Million Brits to Embark on Easter Getaways, ABTA Reports Unprecedented Global travel Demand for Overseas Holidays