//New Travel with Confidence campaign

New Travel with Confidence campaign

ABTA ranked as the most trusted travel organisation

ABTA will put travel agents’ expertise at the centre of its Travel with Confidence advertising campaign, which launches with radio adverts streaming on digital platforms from today.

ABTA is encouraging the public to look for the ABTA logo and book with confidence, knowing that they are booking with an expert.

The adverts, which will play on Capital and Heart, 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.”

The second part of the campaign will be a video featuring ABTA Members talking about the professional and personal service they provide to their customers which will be advertised across social media. More than 30 ABTA Members submitted videos for inclusion in the advert.

ABTA has also revealed that, despite the challenging year, consumer confidence in the ABTA brand has remained strong. A quarter of people rank ABTA as most the trusted travel organisation (higher than any other travel company or travel association) and 79 per cent of people say they are aware of ABTA. When asked what comes to mind they think of ABTA people said protection, trusted, reliable and security.

The research from ABTA also finds that, for an increasing number of people, the pandemic has cemented the importance of booking with a travel professional. People are 20 per cent more likely to use a travel professional now than before the pandemic, with two in five citing the security of a package holiday (41 per cent) and the travel professional’s up-to-date advice (40 per cent) as the main reasons*.

Graeme Buck, director of communications at ABTA – The Travel Association 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.”

Sam Ballard is a director and co-founder of Waterfront Publishing, creator of ABTA Magazine, Cruise Adviser, Solus and more.