Familes and older travellers will be targeted by Abta in a new year peak booking period ‘Travel with confidence’ advertising blitz.
The growing issue of fraudulent websites, online scams and non-compliant travel companies that have no financial protection in place will be highlighted.
The campaign will emphasise that the Abta logo is a symbol of broader support and protection that is more relevant and important than ever, given increasing incidents of online booking fraud and unbonded travel companies.
Consumers will be encouraged to book with an Abta member in the nationwide promotional push which starts on January 4 and runs until the end of February.
Advertising will run on radio, in the Sunday Times and online, and will be supported by a dedicated ‘Travel with confidence’ hub on abta.com and an online competition.
Families and mature travellers, who are seen as the groups most likely to book holidays early, will be encouraged to ‘Be smart, always book with an Abta travel company’.
There will be further activity targeting younger holidaymakers in the summer.
Abta chief executive Mark Tanzer said: “Over the past year, we have dealt with over 160 cases relating to online scams or to businesses that are trading in direct competition with Abta members but are not providing financial protection to their customers.
“Our members have reported a significant increase in these kinds of fraudulent, non-compliant activities, so our advertising campaign will be encouraging all holidaymakers to stop and think about the company they are booking with.
“The Abta brand already enjoys excellent public recognition, with 76% of people feeling more confident booking a holiday with an Abta member.
“Our new campaign aims to deepen people’s understanding of the many benefits they receive when they book with an Abta travel company, and I would encourage all members to ensure that they are using the Abta logos and branding so holidaymakers are reassured that they can travel with confidence.”
This is a community-moderated forum.
All post are the individual views of the respective commenter and are not the expressed views of Travel Weekly.
By posting your comments you agree to accept our Terms & Conditions.