Today marks the debut of ABTA’s annual “Travel with Confidence” campaign, which kicks off with its “Dream It” phase, designed to spark consumers’ interest in planning their future vacations with an ABTA member. This initiative seeks to elevate the allure of potential destinations for the upcoming year and ensure the ABTA brand remains a top choice during the crucial booking season.

ABTA has crafted a comprehensive multi-channel marketing strategy to captivate a broad audience. This includes a fortnight of digital radio commercials on Heart FM, targeted video ads on ABTA’s social media platforms like Facebook and Instagram, and collaboration with three influencers who will create fresh content on TikTok and Instagram.

For TikTok engagement, ABTA has partnered with book reviewer @pavisfrancesca, a new collaborator targeting Millennial women, to highlight the benefits of booking with an ABTA member. On Instagram, @jayneytravels has introduced a new reel aimed at families exploring unconventional destinations, while @travellingtuesdays offers “bucket list” ideas for young adults aged 18-24.

The campaign will prominently feature the hashtags #DreamItWithABTA and #TravelWithConfidence, encouraging followers to look for the ABTA logo as they arrange their travel plans.

Following this initial promotional burst and influencer collaboration, ABTA plans to continue disseminating inspiring travel content through its social channels in December and is gearing up for another significant marketing effort in January, aligning with the peak booking season.

ABTA members received an exclusive preview of this exciting campaign at the World Travel Market (WTM).

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.”

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