Abta instigates influencer campaign to boost member bookings

Abta has started working with social media influencers in a fresh bid to drive business from younger travellers and families to member companies.

The latest ‘Travel with confidence’ campaign aims to both inspire and encourage holidaymakers to dream about where they want to travel to next.

The travel association is working with two influencers – @jayneytravels and @theheartstylist – to reach 16-24 year olds and families over the next two weeks to get travellers thinking about what type of holidays they want to book in 2024. 

Customers will also have the opportunity to win up to £300 in foreign currency by liking the influencers’ posts and sharing their own dream destinations.

Advertising will run on Instagram, Facebook and X (formerly known as Twitter) and sharing content on its own channels with the hashtag #DreamingWithABTA which will emphasise that booking with an Abta member provides reassurance and expertise, helping to ensure customers seek out the association logo.

Abta will continue to share content across its channels and members will also have the opportunity to use the assets on their own platforms after the initial two weeks of paid marketing and influencer content.

Another big marketing push is planned to coincide with the peak post-Christmas booking period.

Abta communications director Graeme Buck said: “Gloomy November weeks can often prompt people to start thinking about where their next holiday might be.

“Through this dream-themed campaign, we’ll be tapping into that mindset, helping to drive them to an Abta member when they are ready to book.  

“Our research shows that 81% of people already associate Abta with ‘confidence’; this further prompt to look for the Abta logo should encourage yet more to book that next holiday with our members.”

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