Abta aims to boost lates sales with new advertising campaign

Abta has instigated the latest phase of its ‘Travel with confidence’ campaign as the association seeks to help members harness the potential of the lates market, with a Gen Z content creator playing a role in the advertising drive.

Over the coming weeks, Abta marketing activity featuring on radio stations and social media platforms will target families as well as young people interested in booking their first holiday without their parents.

The association will collaborate with influencers on TikTok and Instagram, including Gen Z baking specialist ‘LilyBakes’, while using the new hashtag #OutOfTheGroupChat.

Abta members will be able to access campaign assets from the association’s members zone and share them on their own marketing channels.

There will also be a competition, with members entered into a prize draw if they use the hashtag #WeAreABTAmembers in their social content. 

The campaign aims to build long-term trust with a new generation of travellers, while also supporting members by encouraging booking through Abta members.

It will remind young people about the importance of choosing a trusted travel provider and encourage them to look out for the Abta logo.

Graeme Buck, director of communications at Abta, said: “We know many of our members are looking to the lates market to boost sales, recognising that there are still many people who are yet to book an overseas break.

“Recent data shows 48% of people who plan to go on a summer holiday have yet to book.

“So this latest phase of our ‘Travel with confidence’ campaign comes at that critical late booking period, together with materials so members can add to their own marketing efforts.”