The Association of British Travel Agents (ABTA) has launched the latest phase of its 'Travel with confidence' campaign, titled 'The time is now', to encourage last-minute holiday bookings with ABTA members. This initiative comes at a crucial time as recent geopolitical events and rising living costs have caused some consumers to hesitate in booking their summer holidays.

Running throughout May and June, the campaign aims to reassure UK holidaymakers of the benefits of booking with an ABTA member, such as value for money and professional support. The campaign will utilise radio adverts on Heart Digital UK and social media platforms like Facebook, Instagram, and TikTok to inspire and inform potential travellers.

ABTA is collaborating with influencers, including Jayney Travels and Jessica Viana, to highlight the advantages of booking through ABTA members. These influencers will share content showcasing personalised travel advice and last-minute deals, providing peace of mind for consumers.

Laura Stephen, ABTA’s Head of Brand and Marketing, emphasised the importance of the summer holiday season for ABTA members, stating, “Our research shows that trust in ABTA members continues to grow. Earlier this year, 89% of people told us they are more likely to book a holiday with an ABTA member than a non-member.”

ABTA is also providing its members with a marketing toolkit to help promote the campaign message. As the summer season approaches, ABTA's efforts aim to capture late demand and offer consumers the confidence to book their holidays with trusted travel professionals

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