Abta reports ‘significant uplift’ in website traffic in Middle East crisis response  

Abta has reported a “significant uplift” in traffic to its website and engagement on its social media channels due to the Iran war.

 

The Abta website saw 46,000 new visitors and 86,000 page views over the first week of the Middle East crisis.

 

Views of Abta’s consumer FAQ pages covering cancellations due to “unavoidable and extraordinary events” and covering rights when flights are cancelled, increased over the same period compared with a year ago.

 

These pages are designed to provide accurate information to consumers, and to also help reduce the number of queries going to members.

 

Abta chief executive Mark Tanzer has also met with Foreign Commonwealth and Development Office minister Hamish Falconer to discuss the crisis and its impact on the travel industry, the advice Abta is giving to members and how the government can help.

 

Thirty operational bulletins have been issued to members to keep them informed of breaking developments and advice.

 

Visits to the Abta Member Zone landing page are also up year on year as members look for advice on what they should be telling customers.

 

This now includes a dedicated section to help members who are dealing with the situation in the Middle East, acting as a portal to access up-to-date operational information, legal guidance and practical resources. 

 

Abta’s media appearances, including around 60 broadcast interviews and numerous print and online articles, alongside an organic and paid social media campaign, has resulted in a spike in visitors to its website.

 

Tanzer said: “Our crisis response team has been quick to react to the needs of our members and the public in providing information to clarify the advice to members and their clients during this continued uncertainty. 

 

“Clear, up to date, and speedy delivery of communications has been key to helping people in this time of uncertainty.”