ABTA is supporting its members ahead of the key summer holiday season with a new phase of its ‘Travel with confidence’ campaign, telling UK holidaymakers that ‘The Time is Now’ to book with an ABTA member.

ABTA’s annual flagship ‘Travel with confidence’ campaign encourages holidaymakers to look for the ABTA logo when booking their holiday.

'The time is now’ phase runs throughout May and June and is designed to encourage last minute summer holiday bookings and the benefits of booking with an ABTA member. Recent events in the Middle East and a rise in the cost of living may have led some consumers to delay booking, which is why this campaign comes at such a pivotal moment. Its focus is on equipping ABTA members to capture late demand and helping those who may still be undecided to take that final step and book with confidence.

Alongside radio adverts on Heart Digital UK encouraging people to book with an ABTA member, the campaign will feature activity across Facebook, Instagram and TikTok, providing travel advice and ideas to inspire summer trips and highlighting the benefits of booking a package holiday with an ABTA member including; value for money and ease of booking and being looked after by a professional should anything go wrong.

ABTA is also working with influencers to create content that highlights the value members offer through in-store visits. Jayney Travels (@jayneytravels) and Jessica Viana (@jessicaxviana) will share content on Instagram and TikTok showcasing the personalised advice, access to last-minute deals and summer inspiration travellers can get and offering peace of mind that there is someone on hand to help very step of the process. 

Alongside the campaign, ABTA will support members with a marketing toolkit, which can be accessed in ABTA’s Member Zone. It includes ready-made social media assets that members can use across their own channels to share the ‘The Time is Now’ message and promote their ABTA membership.

Laura Stephen, ABTA’s Head of Brand and Marketing, 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.”