Business travel buyers are being targeted for the first time by Abta with a dedicated online ‘travel with confidence’ advertising push.
The campaign strapline ‘We’re with you every step of the way,’ highlights how the benefits of booking with an Abta member spans the traveller’s trip from start to finish.
Abta is partnering with a marketing platform to ensure targeted advertising on more than 60 booking sites which regularly feature a high volume of business travel bookings, helping to redirect customers towards TMCs who are association members.
This month’s campaign aims to raise awareness of the ‘travel with confidence’ message and encourage people to always book with a member of the travel association.
The aim is to support members that sell business travel, which include 37 of the top 50 travel management companies in the country.
Research by the association found that 84% of managers say that Abta membership is important or very important when they select a company to book business travel.
A seminar on business travel risk management and protecting travelling staff is being held by Abta in London in October, bringing together corporate travel managers, TMCs and experts in travel security and risk.
Brand and business development director Victoria Bacon said: “Being able to travel with confidence is just as important for people travelling on business as it is for holidaymakers.
“Managers at companies also want to know that they are booking travel arrangements for their staff with a reputable travel company that is backed up by Abta’s support, protection and expertise.”
She added: “An increasing number of business managers say they look for the Abta logo when selecting a travel management company. By targeting people who book business travel, we’re seeking to demonstrate the benefits of booking with an Abta member to even more travel buyers.
“I’d encourage all TMCs to get behind the campaign by using the ‘travel with confidence’ logo in their advertising and we also have social media content members can download and use across their own channels.”