One of the greatest assets is the strength of the ABTA brand, and many of you are proud to display the ABTA logo. 

A major focus of the marketing is to show customers what it means to book with an ABTA member, not least through the annual ‘Travel with confidence’ campaign. So far, the current campaign has been heard on Heart FM Digital and seen across social media advertising 30 million times, and they’re on track to reach the highest audience numbers since ABTA launched the  ‘Travel with confidence’ strapline ten years ago.

What does that mean for you?

During the latest campaign, visits to abta.com were up 72% year-on-year in January alone, and – even better – there’s been a 74% increase in customers using the ‘member search’ facility on abta.com during the same period.

This means increasingly, customers have been hearing or seeing the ABTA logo and checking their travel company is an ABTA member. This is why it’s invaluable to use your ABTA logo in your marketing activities, and it has been great to see so many of you displaying it.

ABTA is not just reaching more people, but new kinds of customers. For the first time, they’ve advertised on TikTok, which has proven to be a valuable a way for us to reach people in general, and particularly a younger audience. These videos have had almost two million views combined and, when it was running, they saw a significant spike in traffic coming to the  website. ABTA encourage you or your social teams to follow the channel here – @ABTAlovetravel.

Ultimately, the  work aims to support the members who are out there providing excellent experiences and creating loyal customers. Thank you for continuing to display the ABTA logo and using the resources they offer in the Marketing toolkit