The latest ABTA ‘Travel with confidence’ campaign launches today aiming to both inspire and encourage holidaymakers to dream about where they want to travel to next, and drive business to ABTA members.
The campaign will target two important markets – 16–24-year-olds and families – and is intended to provide inspiration on potential destinations, getting people thinking about their 2024 holidays and making sure the ABTA name is front of mind when they come to book.
Over the next two weeks (13-26 November) ABTA will be working with two influencers – @jayneytravels and @theheartstylist – to reach these demographics and get travellers thinking about what type of holidays they want to book in 2024. Customers will also have the opportunity to win up to £300 of a foreign currency of their choice through ABTA Travel Money, simply by liking the influencers’ posts and sharing their own dream destinations.
At the same time, ABTA will also be running advertising on Instagram, Facebook and X (formerly known as Twitter) and sharing content on its own channels with the hashtag #DreamingWithABTA which, as well as offering holiday inspiration, will also emphasise that booking with an ABTA member provides reassurance and expertise, helping to ensure customers seek out the ABTA logo.
After the initial two-week period of paid marketing and influencer content, ABTA will continue to share content across its channels and members will also have the opportunity to use the assets on their own platforms. Post-Christmas there will be another big marketing push to coincide with the peak booking period.
Graeme Buck, ABTA’s Director of Communications said:
“Gloomy November weeks can often prompt people to start thinking about where their next holiday might be. Through this dream-themed campaign, we’ll be tapping into that mindset, helping to drive them to an ABTA member when they are ready to book. Our research shows that 81% of people already associate ABTA with ‘confidence’; this further prompt to look for the ABTA logo should encourage yet more to book that next holiday with our members.”