Abta has launched a social media campaign targeting younger travellers considering late bookings for summer getaways.
The association’s travel with confidence initiative has traditionally targeted families and the over 55s, encouraging them to book with an Abta member.
However, Abta has adjusted its focus for 2018 and plans to use Facebook, Instagram and YouTube to target younger generations.
Its aim is to raise awareness of the Abta brand, how membership obliges agents and operators to provide customers current and accurate information, and how the benefits of booking with an Abta member extend across their entire holiday.
The campaign will be underpinned by national advertising across social media, and members and customers are urged to participate through the #beABTAsmart hashtag.
Abta will also support the campaign through an online hub with travel confidence tips, material for members and a competition.
Victoria Bacon, Abta’s director of brand and business development, said: “As thousands of younger travellers and young families start to plan and book their summer holidays or Autumn travel plans, we’re reminding people of the importance of booking with an Abta member, to ensure they travel with confidence and have access to expertise, support and protection.
“Being with you every step of the way links to the benefits that booking with an Abta member provides before, during and after a holiday, through a range of services from ensuring customers get the holiday they book under Abta’s code of conduct, through to supporting complaints handling if something goes wrong.
“I’d really encourage all Abta members 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.”