ABTA rolls out PR campaigns for peaks
ABTA is supporting members during the peak booking period through a multi-channel marketing campaign and PR drive.
The activities include the launch of ABTA’s Destinations to Watch 2025 report.
The report finds 68% of people intend to take a holiday abroad this year and 53% are seeking a break in the UK.
People are also looking to explore somewhere new, with 48% wishing to head to a city or resort they’ve not been to before
Nearly half (45%) are looking to explore a different country entirely.
The purpose of Destinations to Watch is to offer ideas and inspiration to explore lesser-known places or get a new take on a familiar place, ABTA says.
The destinations are selected by ABTA experts, reflecting customers’ sentiment and trends.
The 10 destinations to watch are:
Belize
Denmark
Hokkaido, Japan
Hungary
The Islands of the Cote d’Azur, France
Le Marche, Italy
Malawi
Oviedo and more, Spain
Quebec, Canada
Tasmania, Australia
The report can be found at www.abta.com/DestinationsToWatch2025
ABTA’s Travel with Confidence campaign is also in full swing this month, following the initial drive in November.
It is encouraging people to book their holidays with an ABTA member now.
Social media advertising on Facebook and Instagram has been running since Boxing Day and will continue until the end of February.
TikTok advertising will launch in the first week of January.
In mid-January, a second set of radio ads will air across Heart Digital Radio, encouraging people to book with an ABTA member.
Graeme Buck, ABTA’s Director of Communications said: “We know how important the peak booking period is for our members.”
“The Travel with Confidence campaign is designed with that all important peace of mind when travelling. Last year’s campaign reached a wider audience than ever, and we hope to build on that even more.”
“We’re pleased to once again launch our Destinations to Watch report, as a way to get people thinking and talking about the trips they may want to take this year.”
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