‘The Time Is Now’ to tap into the late bookings market
Full Page image
dhewitt@abta.co.uk Thu, 05/08/2025 - 08:40
A frequent theme in my blogs is the strength of the ABTA brand. I recently shared the positive results of our latest brand research and how attitudes and sentiment toward the ABTA brand from customers is stronger than ever. Customers typically associate it with positives such as ‘confidence’, ‘reassurance’ and ‘expertise’, driving them to want to book with ABTA members.
This week we launched our latest ‘Travel with confidence’ campaign, targeting all those who have yet to book a summer holiday, but are in the market to do so.
Over the next few weeks, we will be across social media and radio. Once again, by using the popular ‘The Time Is Now’ song by Moloko, the campaign has a memorable hook and reassures customers that, with an ABTA member, they can still get the holiday that they deserve for the price they want to pay.
At its peak, our January/February campaign resulted in a 72% year-on-year increase in visits to abta.com, with a 74% increase in customers using our ‘member search’ facility, meaning that more people are looking for the ABTA logo when researching and booking their holidays. They want to know that they can trust the company they are booking with and will get the holiday that they’ve paid for – after all, 88% people say they are more likely to book their holiday with an ABTA member than a non-member.
If you’re not yet using the ABTA logo, it’s a great way to promote your membership and benefit from these positive consumer perceptions. We have all the tools you need to do this at: www.abta.com/marketingtoolkit.
With this campaign set to be the biggest so far, it will reinforce that the ABTA logo is vital for customers to ‘Travel with confidence’.
Continue reading...
Full Page image
dhewitt@abta.co.uk Thu, 05/08/2025 - 08:40
A frequent theme in my blogs is the strength of the ABTA brand. I recently shared the positive results of our latest brand research and how attitudes and sentiment toward the ABTA brand from customers is stronger than ever. Customers typically associate it with positives such as ‘confidence’, ‘reassurance’ and ‘expertise’, driving them to want to book with ABTA members.
This week we launched our latest ‘Travel with confidence’ campaign, targeting all those who have yet to book a summer holiday, but are in the market to do so.
Over the next few weeks, we will be across social media and radio. Once again, by using the popular ‘The Time Is Now’ song by Moloko, the campaign has a memorable hook and reassures customers that, with an ABTA member, they can still get the holiday that they deserve for the price they want to pay.
At its peak, our January/February campaign resulted in a 72% year-on-year increase in visits to abta.com, with a 74% increase in customers using our ‘member search’ facility, meaning that more people are looking for the ABTA logo when researching and booking their holidays. They want to know that they can trust the company they are booking with and will get the holiday that they’ve paid for – after all, 88% people say they are more likely to book their holiday with an ABTA member than a non-member.
If you’re not yet using the ABTA logo, it’s a great way to promote your membership and benefit from these positive consumer perceptions. We have all the tools you need to do this at: www.abta.com/marketingtoolkit.
With this campaign set to be the biggest so far, it will reinforce that the ABTA logo is vital for customers to ‘Travel with confidence’.
Continue reading...
