travel, ABTA, travel agents

Travel agents star in second phase of ABTA advertising campaign

A number of selfie videos from ABTA members feature in the second part of the association’s Travel with Confidence campaign.

Launching on social media platforms today (4 January), it includes retail travel agents, homeworkers and tour operators outlining the professionalism and personal service guests receive when booking with an ABTA member.

The launch videos will be promoted on Facebook and Instagram until the end of February. ABTA has also created six-second adverts and gifs to demonstrate “the extra benefits, added value and peace of mind that ABTA members offer their customers”, the association said.

These will feature on Facebook, Instagram, Twitter and YouTube during January and February.

The first part of the campaign featured 30-second radio adverts that have been running across streaming services and commercial radio stations since 14 December.

It follows research that shows people are now 20 per cent more likely to use a travel agent to book their next holiday. The findings, from ABTA’s Six Trends for Travel in 2021 report, list the security of a package holiday (41 per cent) and travel agents’ advice (40 per cent) as the main reasons for the increase.

ABTA director of communications Graeme Buck said: “After a tough 2020, many people are really looking forward to taking a break. Those thinking about their holiday plans for the year ahead will be keen to turn to travel professionals they can trust to help them find the best holiday for them.

“We wanted to invite our fantastic members to explain in their own words why their personal service, incredible breadth of knowledge, and tireless support means their customers return to them each year to book their holidays.

“We’ll be reminding the public that they can book with confidence when they see the ABTA logo, knowing that they will have access to the support and expertise provided by ABTA members.”

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