ABTA has revealed some of its marketing and communications plans to support members during the peak booking period, and ahead of ‘Sunshine Saturday’ this weekend.
They include the publication of its ‘Destinations to Watch’ report on Friday 5 January, which offers inspiration for those wishing to discover something new for their holidays this year. This is the first ABTA report of this kind since before the pandemic.
ABTA’s Director of Communications, Graeme Buck, said:
“We produce Destinations to Watch not just to put different places in the spotlight and showcase the great things they have on offer, but to also encourage holiday inspiration and discussion about where to go this year. It’s been around for some years but, for obvious reasons, it was difficult to produce during the pandemic; now it’s back and we’re confident it will be as hotly anticipated as it always was.
“The report will be released ahead of Sunshine Saturday, when we will also be emphasising the benefits of booking with an ABTA member and the important role played by travel agents.”
It comes as ABTA’s wider ‘Travel with confidence’ campaign is in full swing, with radio adverts currently running encouraging people to look for the ABTA logo when booking their holiday this peak period.
Next week, Monday 8 January will see the start of podcast advertising where ABTA will be featured in the ‘Best Friend Therapy’ podcast targeting the holiday decision maker. In the advert, the two hosts endorse booking with an ABTA member, with one explaining that travel agents have helped give her the confidence and reassurance to travel post-pandemic.
There is also a social media campaign including videos featuring customers of ABTA members and why they look for the ABTA logo when booking a holiday.
