Abta launches ‘The Time is Now’ activity to encourage last-minute bookings

Abta has unveiled the latest phase of its ‘Travel with confidence’ campaign as it aims to help members secure last-minute bookings and bolster consumer confidence amid the Middle East crisis and cost-of-living challenges.

As part of the new phase, entitled ‘The Time is Now’, social media posts will feature travel inspiration and highlight the benefits of booking with an Abta member, while radio adverts will run on Heart Digital.

Abta is also working with influencers Jayney Travels and Jessica Viana to further underline members’ ability to offer personalised advice, last-minute deals and professional help should anything go wrong.

Laura Stephen, head of brand and marketing at Abta, said: “This phase is about showcasing the security, expertise and support that come with booking with an Abta member travel company are exactly what many people are looking for.”

Members can access a marketing toolkit in the member zone of Abta’s website, where social media assets share the ‘Time is Now’ message.

Stephen added: “Our research shows that trust in Abta members continues to grow.

“Earlier this year, 89% of people told us they are more likely to book a holiday with an Abta member than a non-member and more than half said they would be willing to pay more for that added reassurance.

“This presents a real opportunity for our members. At a time when consumers are looking for reassurance, the value of booking with a trusted travel professional has never been clearer.”