ABTA helps members harness lates market potential with new advertising campaign
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dhewitt@abta.co.uk Wed, 05/28/2025 - 13:56
ABTA has launched the latest phase of its ‘Travel with confidence’ campaign, targeting all those who have yet to book a summer holiday, but are in the market to do so.
The campaign is designed to support members during the lates market to help them capitalise on this important booking period.
Over the next few weeks, ABTA marketing activity will feature on radio and across social media including collaborations with influencers on Instagram and TikTok.
There are opportunities for ABTA members to get involved, with campaign assets available for members to share on their own marketing channels. These can be found in the marketing toolkit in ABTA’s Member Zone. There is also a competition, where members will be entered into a prize draw if they use the #WeAreABTAmembers in their social content.
While this phase of the ‘Travel with confidence’ campaign targets families, it also focuses on helping young people booking their first holiday without their parents.
The campaign has been designed to build long-term trust with a new generation of travellers, while also supporting members by encouraging booking through ABTA members. It is reminding young people of the importance of choosing a trusted travel provider and to look out for the ABTA logo.
Using a Gen Z content creator (@lilybakes_official), for the first time the campaign will use the hashtag #OutOfTheGroupChat – encouraging the younger market to stop talking about their holiday plans, and book them with an ABTA member.
Graeme Buck, ABTA’s Director of Communications, said:
“We know many of our members are looking to the lates market to boost sales, recognising that there are still many people who are yet to book an overseas break.
“Recent data shows 48% of people who plan to go on a summer holiday have yet to book1.
“So this latest phase of our ‘Travel with confidence’ campaign comes at that critical late booking period, together with materials so members can add to their own marketing efforts.”
The campaign builds on ABTA’s strong brand trust, with recent research showing 81% of consumers associate ABTA with confidence, reassurance, reliability and expertise.
Notes to editors
1Data is as of April 2025 and from Kantar Media TGI
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of over £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
Full Page image
dhewitt@abta.co.uk Wed, 05/28/2025 - 13:56
ABTA has launched the latest phase of its ‘Travel with confidence’ campaign, targeting all those who have yet to book a summer holiday, but are in the market to do so.
The campaign is designed to support members during the lates market to help them capitalise on this important booking period.
Over the next few weeks, ABTA marketing activity will feature on radio and across social media including collaborations with influencers on Instagram and TikTok.
There are opportunities for ABTA members to get involved, with campaign assets available for members to share on their own marketing channels. These can be found in the marketing toolkit in ABTA’s Member Zone. There is also a competition, where members will be entered into a prize draw if they use the #WeAreABTAmembers in their social content.
While this phase of the ‘Travel with confidence’ campaign targets families, it also focuses on helping young people booking their first holiday without their parents.
The campaign has been designed to build long-term trust with a new generation of travellers, while also supporting members by encouraging booking through ABTA members. It is reminding young people of the importance of choosing a trusted travel provider and to look out for the ABTA logo.
Using a Gen Z content creator (@lilybakes_official), for the first time the campaign will use the hashtag #OutOfTheGroupChat – encouraging the younger market to stop talking about their holiday plans, and book them with an ABTA member.
Graeme Buck, ABTA’s Director of Communications, said:
“We know many of our members are looking to the lates market to boost sales, recognising that there are still many people who are yet to book an overseas break.
“Recent data shows 48% of people who plan to go on a summer holiday have yet to book1.
“So this latest phase of our ‘Travel with confidence’ campaign comes at that critical late booking period, together with materials so members can add to their own marketing efforts.”
The campaign builds on ABTA’s strong brand trust, with recent research showing 81% of consumers associate ABTA with confidence, reassurance, reliability and expertise.
Notes to editors
1Data is as of April 2025 and from Kantar Media TGI
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of over £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
