The travel trade association’s longstanding campaign focused on building confidence has helped it boost trust, while its use of influencers means it is now engaging younger travellers.
ABTA, the association for UK travel firms, says marketing has played a key role in increasing trust in its brand, with research suggesting 52% of consumers are willing to pay more for a holiday if it’s with an ABTA member than with a non-member, up from 47% last year.
Meanwhile, 73% of respondents confirmed they only trust companies that are ABTA members, up from 63% last year, and 88% say they are more likely to book a holiday with an ABTA member than a non-member.
The organisation’s independent research of a “scientifically representative sample of the population”, also finds 80% of consumers associate ABTA and its members with words such as ‘confidence’, ‘reassurance’, ‘reliability’, ‘safety’ and ‘expertise’, which are “strong messages” it reinforces in its marketing, according to CEO Mark Tanzer.
ABTA has now been running its ‘Travel with Confidence’ campaign for a decade, with the long-standing campaign helping to position the organisation as a symbol of trust, according to head of marketing communications, Graeme Buck.
