Abta has launched new marketing materials for members and a competition for consumers to capitalise on growing demand for agents.
The initiatives come as the association’s research shows people are 37% more likely to book with a travel professional nowadays than before the pandemic.
Also, 70% of consumers say they are more likely to book with a company using the Abta logo than one which is not, and more than a third (36%) saying they are willing to spend more on a holiday booked through an Abta member.
A new marketing graphic stating ‘We’re proud to be an Abta member’ can be printed out, added to email signatures or shared on social media using the hashtag #WeAreAbtaMembers.
The consumer competition is called #HelloHolidays and offers members’ customers the chance to win £250 of shopping vouchers.
Entrants must share a photo of their holiday on the social media channel of their choice and tag the Abta member with whom they’ve booked.
The competition closes on September 5 and members are encouraged to ask their customers to enter.
Abta has been running social media advertising to raise awareness of the expertise and reassurance that members offer their customers ahead of the busiest summer since the start of the pandemic.
A social media advert for Facebook and Instagram shares 10 reasons to book and travel with an Abta member and has so far been seen 1.2 million times.
Graeme Buck, communications director at Abta, said: “This increased reliance on travel professionals and the enduring confidence in the Abta brand have been coming through strongly in our consumer research since the start of the pandemic, as people have recognised the huge benefits of getting expert help and advice when booking their holidays.
“The public associates Abta members with high standards and first-class customer service, so these new marketing materials are designed to help our members proudly promote their invaluable knowledge and expertise to their customers, whether they’re repeat bookers or coming through their doors for the first time.”