Is it that everything’s very difficult and there are obstacles to a smooth getaway? Or would you prefer to know that new developments are manageable with the right understanding, guidance and planning? And if you’re in the business of selling holidays, which of these messages would you prefer customers to hear?
Abta’s approach with communications is to strike a balance between informing and advising consumers about developments in our sector while maintaining their confidence in buying a holiday. It can be a difficult tightrope to walk sometimes, but a necessary one.
