ABTA kicks off annual 'Travel with Confidence' campaign

The main aim of the initial ‘Dream It’ phase is to inspire holidaymakers about the destinations they could visit next year and to keep the ABTA brand front of mind in the weeks leading up to peaks so they turn to an ABTA member when they’re ready to book.

In order to reach a wide range of travellers, ABTA is running a multi-channel campaign that includes two weeks of radio advertising on Heart FM digital, destination-focused video advertising1 on ABTA’s Facebook and Instagram accounts and engaging three influencers to produce new content on TikTok and Instagram.

On TikTok, ABTA is working with book reviewer @pavisfrancesca for the first time to engage her audience, primarily of Millennial females, on the importance of booking with an ABTA member. Over on Instagram, @jayneytravels has created a new reel to encourage families to consider new destinations in lesser-known resorts, regions or countries, and @travellingtuesdays has created a reel offering ‘bucket list’ inspiration aimed at 18-24-year-olds.

All social content will include the hashtags #DreamItWithABTA and #TravelWithConfidence as well as the core message of looking for the ABTA logo when getting your travel plans in place.

After this first wave of advertising and influencer content, ABTA will continue to share inspirational travel content across its social channels in December and has another big marketing push planned for January to coincide with the peak booking period.  

ABTA’s destination-focused social media videos are available for members to share on their own channels and can be downloaded from the marketing toolkit at abta.com/marketingtoolkit.

ABTA members were treated to a sneak preview of the campaign at WTM London.

Graeme Buck, ABTA’s Director of Communications said: “November is becoming an increasingly important month in the travel planning calendar, when early bookers are already turning their minds to their holiday plans for next year and are eager for some inspiration.

“We brought forward the launch of our annual Travel with confidence campaign to November last year with great success, reaching almost three million people and driving a 400% increase in visits to the member search function on our website compared with the same period the year before.

"By adding radio advertising and TikTok, this year’s campaign is set to be our biggest since the pandemic and aims to reach even more people on behalf of ABTA members – if they display the ABTA logo they should benefit from this campaign.”