Raising the profile of ABTA members through Travel with Confidence
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dhewitt@abta.co.uk Thu, 07/31/2025 - 10:09
Throughout the year, we update members on our Travel with Confidence campaign activity and efforts to keep the ABTA brand visible and encourage customers to book with confidence by booking with ABTA members. Our campaign for 2024-25 has just concluded, so it’s a good time to reflect on the latest campaign activity, which promoted last-minute summer holiday bookings.
Since November, our wave of advertising has been seen or heard over 40 million times across radio, social media and influencer content in total, up from 32 million during the same period last year.
This latest campaign wave, #TheTimeIsNow, ran across May and June, and delivered strong results: our radio adverts were heard 4.8 million times on Heart Digital and seen 3.6 million times on Meta platforms, including Instagram and Facebook, providing practical advice on booking with ABTA members including being flexible with dates and destinations.
To help keep growing awareness of ABTA among young travellers and the reasons they should book with an ABTA member, we ran a separate campaign on TikTok called #OutOfTheGroupChat to target first-time holidaymakers. Through running advertising and working with an influencer, the campaign reached nearly two million views, offering advice on booking an ABTA member holiday with friends, buying insurance and travelling responsibly. It also drove 16,000 visits to our young travellers’ advice page in June, one of the most-visited areas of the website that month.
Thank you to those of you who’ve been using the Travel with Confidence assets, which are available through our Marketing Toolkit in the Member Zone – your support helps amplify these messages and reinforces the value of ABTA to the travelling public.
Mark Tanzer
Chief Executive
Continue reading...
Full Page image
dhewitt@abta.co.uk Thu, 07/31/2025 - 10:09
Throughout the year, we update members on our Travel with Confidence campaign activity and efforts to keep the ABTA brand visible and encourage customers to book with confidence by booking with ABTA members. Our campaign for 2024-25 has just concluded, so it’s a good time to reflect on the latest campaign activity, which promoted last-minute summer holiday bookings.
Since November, our wave of advertising has been seen or heard over 40 million times across radio, social media and influencer content in total, up from 32 million during the same period last year.
This latest campaign wave, #TheTimeIsNow, ran across May and June, and delivered strong results: our radio adverts were heard 4.8 million times on Heart Digital and seen 3.6 million times on Meta platforms, including Instagram and Facebook, providing practical advice on booking with ABTA members including being flexible with dates and destinations.
To help keep growing awareness of ABTA among young travellers and the reasons they should book with an ABTA member, we ran a separate campaign on TikTok called #OutOfTheGroupChat to target first-time holidaymakers. Through running advertising and working with an influencer, the campaign reached nearly two million views, offering advice on booking an ABTA member holiday with friends, buying insurance and travelling responsibly. It also drove 16,000 visits to our young travellers’ advice page in June, one of the most-visited areas of the website that month.
Thank you to those of you who’ve been using the Travel with Confidence assets, which are available through our Marketing Toolkit in the Member Zone – your support helps amplify these messages and reinforces the value of ABTA to the travelling public.
Mark Tanzer
Chief Executive
Continue reading...
