Abta is mobilising marketing and communications to support members during the peak booking period and ahead of ‘Sunshine Saturday’ this weekend.
The plans include the publication of the first ‘Destinations to Watch’ report since before the pandemic on Friday (January 5).
Podcast advertising starts next week with Abta featured in the ‘Best Friend Therapy’ podcast targeting holiday decision makers.
In the advert, the two hosts endorse booking with an Abta member, with one explaining that travel agents have helped give her the confidence and reassurance to travel post-pandemic.
There is also a social media campaign including videos featuring customers of Abta members and why they look for the association’s logo when booking a holiday.
The activity is in addition to Abta’s wider ‘Travel with confidence’ campaign, with radio adverts encouraging people to look for the Abta logo when booking their holiday during peaks.
Abta communications director Graeme Buck said: “We produce Destinations to Watch not just to put different places in the spotlight and showcase the great things they have on offer, but to also encourage holiday inspiration and discussion about where to go this year.
“It’s been around for some years but, for obvious reasons, it was difficult to produce during the pandemic; now it’s back and we’re confident it will be as hotly anticipated as it always was.
“The report will be released ahead of Sunshine Saturday, when we will also be emphasising the benefits of booking with an Abta member and the important role played by travel agents.”