ABTA has launched the latest phase of its ‘Travel with Confidence’ campaign at a ‘pivotal time’ to encourage last-minute bookings ahead of the summer season.
The new campaign, called ‘The Time is Now’, is designed to support agents during the crucial summer booking period by encouraging consumers to book their next holiday now with an ABTA member.
It comes as the industry faces continued economic pressures and geopolitical uncertainty, with ABTA recognising that recent events in the Middle East and ongoing cost-of-living concerns have caused consumers to delay booking decisions.
The campaign will include radio advertising on Heart Digital UK alongside consumer-facing content across Facebook, Instagram and TikTok, promoting the benefits of booking with an ABTA member. ABTA is also partnering with influencers to highlight the benefits of using travel agents, including personalised advice, access to last-minute deals and in-store expertise.
Messaging will focus on value for money, convenience and importantly, the reassurance of booking with a travel professional. Members will also have access to a dedicated marketing toolkit via ABTA’s Member Zone, featuring ready-made social media assets and campaign materials to support their own marketing activity.
ABTA Head of Brand and Marketing Laura Stephen said: “The summer holiday season is vital for our members, and we want to do all we can to support them, particularly given the uncertainty the industry is dealing with right now.
“Our research shows that trust in ABTA members continues to grow. Earlier this year, 89% of people told us they are more likely to book a holiday with an ABTA member than a non-member, and more than half said they would be willing to pay more for that added reassurance. This presents a real opportunity for our members. At a time when consumers are looking for reassurance, the value of booking with a trusted travel professional has never been clearer.
“The ‘Travel with confidence’ campaign builds on that trust. This phase is about showcasing the security, expertise and support that come with booking with an ABTA member travel company are exactly what many people are looking for.”
The latest campaign phase follows a series of reassurance messages issued by ABTA since the outbreak of the war.
At the end of April, the association moved to reassure the public that holidays were continuing as normal, publishing updated guidance on its website under the heading: ‘Jet fuel prices and availability – what travellers need to know’.
Earlier this month, ABTA and the Government also issued further statements intended to ‘clarify and reassure’ customers following reports of flight cancellations, with ABTA Chief Executive Mark Tanzer saying: “We really don’t want people worrying about their holidays; planes are taking off daily and people are continuing to get away.”
