ABTA is launching the third and final stage of this year’s Travel with confidence campaign aimed at inspiring those who have not yet booked their summer break to contact an ABTA member and do so as soon as possible. Themed ’The Time is Now’ the campaign features radio adverts which will be broadcast on Heart Digital UK, a multi-channel social media campaign, a consumer competition and a dedicated page on ABTA’s website.

The radio adverts are set to the music of Moloko and their number two hit from the year 2000, ‘The Time Is Now’ – summing up a memorable call to action for consumers.

ABTA is also reminding members to make full use of the ABTA logo in their advertising and marketing with its latest consumer research finding ever-longer levels of interest and trust in ABTA membership*. An overwhelming 89% of people who know about ABTA said that they are more likely to book with an ABTA member than a non-member, three quarters would also recommend booking with an ABTA member to their friends, and 68% say that they only trust travel companies that are ABTA members.

The website page abta.com/travelwithconfidence features general advice steering customers towards the expertise, support and guidance provided by ABTA members and offers four top tips for late bookers looking for choice and concerned about costs. These are; book with a travel agent or tour operator to make your budget go further, book a package holiday, be open to new destinations and consider going all inclusive.

As part of the drive to encourage customer participation in the campaign, a #ABTAHolidayQuiz will be promoted across ABTA’s social media channels offering a range of holiday related prizes.

*ABTA’s regular brand tracking is based on an independent online survey of 1000 respondents representing a national cross section of UK residents, conducted by The Nursery under Market Research Society guidelines. The latest research was undertaken in March 2024.