ABTA Travel Convention 2022

ABTA advertising campaign to focus on trade expertise

The expertise of travel professionals will be “front and centre” of a new Travel with Confidence national advertising campaign from ABTA, starting today (14 December).

The campaign includes radio adverts across commercial radio stations, Capital and Heart.

The adverts will say: “Whether you are looking for the security that comes with a package holiday or the expertise that comes from a travel professional’s knowledge – know that you can book with confidence where you see the ABTA logo.”

Anyone tuning into Capital or Heart digitally will hear the adverts from today, and they will also be broadcast across the stations more widely from Christmas Day.

The second strand of the campaign will be a video featuring ABTA members talking about the service they provide to their customers.

Videos will be advertised across social media channels in 2021. Further details on who is featured will be released in the new year.

The campaign follows research that shows people are now 20 per cent more likely to use a travel agent to book their next holiday.

ABTA has also revealed that consumer confidence in the ABTA brand remains strong.

A quarter of people rank ABTA as most the trusted travel organisation and 79 per cent of people say they are aware of the association, according to research.

The association’s director of communications Graeme Buck said: “2020 has been a year like no other for the travel industry.

“But after everything the industry has gone through, what is clear is the value placed upon travel professionals – their experience and expertise – which is what we’re celebrating in this year’s Travel with Confidence campaign.

“As more people start to think about planning and booking a holiday for next year, the Travel with Confidence campaign will remind people about the importance of looking for the ABTA logo and the extra benefits and value of booking with an ABTA member.”

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