ABTA targets business travel buyers for first time
ABTA is targeting business travel buyers for the first time with a dedicated online advertising campaign, which will run for the rest of April.
The Travel with Confidence campaign aims to encourage people to always book with an ABTA member after the Association’s latest research found that 84% of managers said ABTA membership was ‘important’ or ‘very important’ when they selected a company to book their travel arrangements.
ABTA is partnering with a marketing platform to ensure targeted advertising on more than 60 booking sites which regularly feature a high volume of business travel bookings, helping to redirect customers towards TMCs who are ABTA members.
Director of brand and business development Victoria Bacon said: "Being able to travel with confidence is just as important for people travelling on businesses as it is for holidaymakers.
"Managers at companies also want to know that they are booking travel arrangements for their staff with a reputable travel company that is backed up by ABTA’s support, protection and expertise.
"An increasing number of business managers say they look for the ABTA logo when selecting a travel management company. By targeting people who book business travel, we’re seeking to demonstrate the benefits of booking with an ABTA member to even more travel buyers. "
"I’d encourage all TMCs to get behind the campaign by using the Travel with Confidence logo in their advertising and we also have social media content members can download and use across their own channels."
ABTA claims 37 of the top 50 TMCs in the UK are members of the Association.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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