The expertise of Abta members will be central to a national ‘Travel with Confidence’ advertising blitz starting today (Monday).
Details of the campaign came as it was revealed that consumer confidence in the Abta brand has remained strong, despite the impact of the Covid-19 crisis.
A quarter of people rank Abta as the most trusted travel organisation – higher than any other travel company or travel association – and 79% of people say they are aware of the association.
When asked what comes to mind they think of Abta, the nationally representative sample of 500 people said ‘protection, trusted, reliable and security’.
The pandemic has also cemented the importance of booking with a travel professional for an increasing number of consumers.
People are 20% more likely to use a travel professional now than before the pandemic, with two in five citing the security of a package holiday (41%) and the travel expert’s up-to-date advice (40%) as the main reasons.
The campaign kicks off with radio ads followed by a video across social media outlets such as Instragram and Facebook featuring members talking about the professional and personal service they provide.
More than 30 submitted videos for inclusion in the second stage of the campaign with Abta pledging to include as many members as possible. Further details on who is featured will be released in the new year.
Content from members’ videos will also be shared across the travel association’s social media channels throughout 2021, with a pledge that content from all videos submitted will be used.
The promotional push included 30-second radio adverts across commercial radio stations Capital and Heart.
The adverts will say: “Whether you are looking for the security that comes with a package holiday or the expertise that comes from a travel professional’s knowledge – know that you can book with confidence where you see the Abta logo.”
Anyone tuning into Capital or Heart’s digitally will hear these adverts from today, and they will be broadcast across the stations more widely from Christmas Day.
Abta communications director Graeme Buck said: “2020 has been a year like no other for the travel industry. But after everything the industry has gone through, what is clear is the value placed upon travel professionals – their experience and expertise – which is what we’re celebrating in this year’s ‘Travel with Confidence’ campaign.
“As more people start to think about planning and booking a holiday for next year, the ‘Travel with Confidence’ campaign will remind people about the importance of looking for the Abta logo and the extra benefits and value of booking with an Abta member.”