People are more confident to travel
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gwilkinson@abt… Wed, 09/25/2024 - 14:02
ABTA helps people travel with confidence, and in so doing we help your business. Whether it’s through the travel advice and insights we share, bringing clarity to consumers on complex issues, or stressing how our members follow a Code of Conduct, we act to encourage travel in general and booking with an ABTA member in particular.
Our recent advertising campaign showed us supporting members as never before, with our ‘Travel with confidence’ messaging being seen or heard a record 40 million times. We continue to diversify how we get that message across to consumers as we gear up for future campaigns, including social media advertising, podcast and radio advertising, and influencer marketing.
A few days ago, we launched our second Travel Confidence Index, which is an annual measure of the UK public’s confidence levels about overseas travel. The Travel Confidence Index tracks changes among different age groups or certain types of travellers; in so doing it can help the industry identify the most effective actions to take collectively to build consumer confidence.
It's good news that the index score is +47 for 2024, which is up 6 points compared with last year – that means that far more people are saying they’re confident to travel overseas than those saying not. Among 20 ‘confidence builders’ we looked at, we found that helping customers get the correct documents for travel, such as a valid passport or visa, was the leading area, rated ‘essential’ by 71% of respondents.
Even though it is clear that travel confidence is on the rise, it’s important we still take steps as an industry to ensure that confidence remains high and continues to grow.
Read more in this year’s Travel Confidence Index.
Mark Tanzer, Chief Executive
Continue reading...
Full Page image
gwilkinson@abt… Wed, 09/25/2024 - 14:02
ABTA helps people travel with confidence, and in so doing we help your business. Whether it’s through the travel advice and insights we share, bringing clarity to consumers on complex issues, or stressing how our members follow a Code of Conduct, we act to encourage travel in general and booking with an ABTA member in particular.
Our recent advertising campaign showed us supporting members as never before, with our ‘Travel with confidence’ messaging being seen or heard a record 40 million times. We continue to diversify how we get that message across to consumers as we gear up for future campaigns, including social media advertising, podcast and radio advertising, and influencer marketing.
A few days ago, we launched our second Travel Confidence Index, which is an annual measure of the UK public’s confidence levels about overseas travel. The Travel Confidence Index tracks changes among different age groups or certain types of travellers; in so doing it can help the industry identify the most effective actions to take collectively to build consumer confidence.
It's good news that the index score is +47 for 2024, which is up 6 points compared with last year – that means that far more people are saying they’re confident to travel overseas than those saying not. Among 20 ‘confidence builders’ we looked at, we found that helping customers get the correct documents for travel, such as a valid passport or visa, was the leading area, rated ‘essential’ by 71% of respondents.
Even though it is clear that travel confidence is on the rise, it’s important we still take steps as an industry to ensure that confidence remains high and continues to grow.
Read more in this year’s Travel Confidence Index.
Mark Tanzer, Chief Executive
Continue reading...
