Consumers are being urged to ‘look for the logo’ in an Abta promotional campaign ahead of the peak booking season.
The promotion aims to build on the 78% consumer recognition of the symbol and highlight the range of Abta’s work that benefits holidaymakers such as financial protection schemes and the code of conduct.
A new ‘Why book with an Abta Member’ leaflet is being published in January to provide to consumers as part of the push.
A video to support the consumer leaflet will be promoted across digital channels.
The consumer section of abta.com is being revamped to include travel advice for before, during and after a holiday.
Social media promotion and media campaigns in the new year will inform consumers about the benefits of booking with an Abta member.
The association also plans to step up promotional activity among students with another programme of roadshows in 2013 following its ‘love travel’ events on campuses this year.
New guidance on how to promote the Abta membership is also being issued.
Head of communications Victoria Bacon said: “Consumer awareness of Abta is already high and has increased in the last year among younger people.
“This initiative aims to further strengthen levels of awareness as well as promoting a better understanding of the full range of benefits of booking with an Abta member.
“For instance, our own research shows that consumers consider safe and secure accommodation their number one booking essential so it’s important they understand the role we play in setting health and safety standards as well as providing a course of redress if something goes wrong when they’re away.
“The greater the understanding of the full range of services Abta provides, the more consumers will know to look for the logo when they book.”
She added: “We’d encourage all members to ensure they display the logo clearly in time for the peak booking season when we’ll be going live with the initiative.”