Abta partners with influencers for latest Travel with Confidence campaign

Abta is working with social media influencers as part of the latest phase of its ‘Travel with Confidence’ campaign.

Running from December 26 until early February, the peaks season initiative will highlight the benefits of booking with an Abta member.

Digital ads will appear on social platforms such as YouTube, Facebook and Instagram, alongside radio advertising on Heart Digital UK, with ads set to Moloko’s The Time Is Now, encouraging listeners to look for the Abta logo and book with an Abta member.

The campaign will include collaborations with travel influencers, selected to reach different audiences.

Jayney Travels (@jayneytravels), The Travel Mum (@thetravelmum) and The Travelette (@the_travelette) will share content on Instagram, supporting Abta’s aim to reach families during peaks.

Jessica Viana (@jessicaxviana) will create content on TikTok and Instagram, to engage with solo travellers and a younger audience.

Abta members will be able to access a marketing toolkit in the association’s Member Zone, including social media assets to share the ‘Book it’ message and promote that they are an Abta member.

Graeme Buck, Abta communications director, said: “Our research shows just how much trust people place in Abta members. Earlier this year, 88% of people told us they are more likely to book a holiday with an Abta member than a non-member, and more than half say they would be willing to pay more for that added reassurance.

“The ‘Travel with Confidence’ campaign is designed to build on that trust.

“One phase of last year’s campaign brought a 74% increase in people using our member search on abta.com – demonstrating how it drives interest in booking with Abta members. This year’s activity is about continuing that momentum and supporting members during the peak booking season.”