A new campaign aimed at helping its members secure last-minute bookings and boosting confidence among British travelers has been launched by the Association of British Travel Agents (ABTA), at a time when the crisis in the Middle East and cost-of-living challenges are slowing travel bookings.
The new phase of the “Travel with confidence” campaign, titled “The Time is Now,” will run until June and aims to encourage last-minute bookings for summer holidays, as well as highlight the benefits of booking through an ABTA member, such as good value for money, ease of booking, and professional support in case something goes wrong.
It focuses on equipping ABTA members with the tools to capitalize on last-minute demand and encouraging those who may still be undecided to take the final step and book with confidence.
As part of its new advertising initiative, ABTA will run campaigns across social media and radio, as well as collaborations with travel influencers such as Jayney Travels and Jessica Viana, promoting travel tips and ideas to inspire British travelers to book their summer holidays.
Laura Stephen, Head of Marketing and Brand at ABTA, said: “The summer holiday period is vital for our members, and we want to do everything we can to support them, especially given the uncertainty the sector is currently facing.” She added that consumer trust in ABTA members continues to grow.
Earlier this year, according to a survey, 89% of British consumers said they are more likely to book holidays with an ABTA member, and more than half said they would be willing to pay more for that added reassurance.
“This represents a real opportunity for our members. At a time when consumers are seeking reassurance, the value of booking through a trusted travel professional has never been clearer,” Ms. Stephen said.
According to her, the “Travel with confidence” campaign is built on this trust. “This phase aims to highlight that the security, expertise, and support that come with booking through an ABTA member travel company are exactly what many people are looking for,” she concluded.
