The 'Book it' phase of the association's ongoing Travel with Confidence campaign runs until early February 2026, and hopes to capture consumer demand and instill the confidence to book with an ABTA member
Graeme Buck, director of communications, introduced the campaign. "The peak booking period is vital for our members and we want to do all we can to support them. Our research shows just how much trust people place in ABTA members. Earlier this year, 88% of people told us they are more likely to book a holiday with an ABTA member than a non-member, and more than half say they would be willing to pay more for that added reassurance.
"The ‘Travel with Confidence’ campaign is designed to build on that trust. One phase of last year’s campaign brought a 74% increase in people using our member search on abta.com – demonstrating how it drives interest in booking with ABTA members. This year’s activity is about continuing that momentum and supporting members during the peak booking season."
The campaign will run across YouTube, Facebook, Instagram, and Heart Digital UK, with several travel influencer partnerships leading to content across social media. One influencer, Jessica Viana, has been enlisted to engage with solo travellers and a younger demographic of clients.
ABTA's Member Zone has been updated with ready-to-use content for agents' own channels.
