Thursday, May 29, 2025
ABTA, the UK’s leading travel association, has unveiled the latest stage of its successful ‘Travel with confidence’ campaign, aimed squarely at travelers who have yet to finalize their summer holiday plans but are actively considering booking. This fresh push is designed to support ABTA’s members during this critical booking window, helping them tap into last-minute demand and secure more reservations for the upcoming summer season.
The campaign rollout over the next few weeks will feature a dynamic mix of marketing initiatives. ABTA plans to leverage popular radio stations and an extensive social media presence, targeting platforms where prospective travelers—especially younger generations—spend much of their time. To maximize engagement, ABTA has partnered with influential creators on Instagram and TikTok, recognizing the vital role of authentic content in influencing travel decisions.
One of the campaign’s highlights is its inclusive approach, offering ABTA members a variety of ready-made marketing assets to amplify the message. These resources are readily accessible via the Member Zone’s marketing toolkit, empowering agencies and operators to integrate the campaign seamlessly into their own outreach efforts. Additionally, to encourage active participation, ABTA has launched a competition where members who use the hashtag #WeAreABTAmembers in their social media posts will be entered into a prize draw, fostering a sense of community and shared purpose.
While families remain a core focus, this phase of the ‘Travel with confidence’ campaign also shines a spotlight on young travelers embarking on their first independent holidays. Recognizing that this demographic is crucial for the future of travel, ABTA aims to cultivate trust and brand recognition among Gen Z and younger millennials. The campaign stresses the importance of booking with trusted providers and being vigilant for the ABTA logo, a mark of quality and consumer protection.
A standout feature of the initiative is the collaboration with a prominent Gen Z content creator, known on social media as @lilybakes_official. For the first time, the campaign introduces the hashtag #OutOfTheGroupChat, a catchy call to action encouraging young people to move beyond endless discussions about holiday plans and take the decisive step to book through an ABTA member. This clever messaging taps into the social dynamics of younger travelers, motivating them to convert chatter into concrete travel bookings.
By engaging both established family travelers and first-time young holidaymakers, ABTA’s campaign aims not only to drive immediate bookings but also to foster a lasting relationship with a new generation of travelers. This strategic focus supports ABTA members by reinforcing the value of booking through trusted, reputable travel providers, ultimately contributing to a stronger and more resilient travel industry.
With the summer season fast approaching, ABTA’s ‘Travel with confidence’ campaign arrives at a pivotal moment, offering practical support and inspiration to travelers and travel professionals alike. The combination of innovative digital marketing, influencer partnerships, and member involvement ensures that ABTA’s message resonates widely, encouraging more people to take the next step and secure their holiday plans with confidence.
This campaign underscores ABTA’s commitment to promoting safe, reliable, and enjoyable travel experiences, reassuring holidaymakers in an evolving travel landscape. As the industry continues to recover and adapt, initiatives like ‘Travel with confidence’ play a vital role in building consumer trust and driving the positive momentum needed for a successful summer travel season.
Graeme Buck, ABTA’s Director of Communications, said:
“We know many of our members are looking to the lates market to boost sales, recognising that there are still many people who are yet to book an overseas break.
“Recent data shows 48% of people who plan to go on a summer holiday have yet to book1.
“So this latest phase of our ‘Travel with confidence’ campaign comes at that critical late booking period, together with materials so members can add to their own marketing efforts.”
The campaign builds on ABTA’s strong brand trust, with recent research showing 81% of consumers associate ABTA with confidence, reassurance, reliability and expertise.
