Running from 26 December 2025 until early February 2026, the campaign will highlight the benefits of booking with an ABTA member, offering practical support to people as they book their holidays.

The campaign will feature digital ads across multiple social platforms such as YouTube, Facebook and Instagram, alongside radio advertising on Heart Digital UK, with ads set to Moloko’s ‘The Time Is Now’, which will air 26 December to 2 February, encouraging listeners to look for the ABTA logo and book with an ABTA member.

The campaign will include collaborations with travel influencers, selected to reach different audiences. Jayney Travels (@jayneytravels), The Travel Mum (@thetravelmum) and The Travelette (@the_travelette) will share content on Instagram, supporting ABTA’s aim to reach families during the peak booking period. Alongside this, Jessica Viana (@jessicaxviana) will create content on TikTok and Instagram, to engage with solo travellers and a younger audience.

Alongside the advertising campaign, ABTA will support members with a marketing toolkit, which can be accessed in ABTA’s Member Zone. This will include ready-made social media assets that members can use across their own channels, helping them share the ‘Book it’ message and promote that they are an ABTA member.

Graeme Buck, ABTA’s Director of Communications, said: “The peak booking period is vital for our members and we want to do all we can to support them.

“Our research shows just how much trust people place in ABTA members. Earlier this year, 88% of people told us they are more likely to book a holiday with an ABTA member than a non-member, and more than half say they would be willing to pay more for that added reassurance.

“The ‘Travel with Confidence’ campaign is designed to build on that trust. One phase of last year’s campaign brought a 74% increase in people using our member search on abta.com – demonstrating how it drives interest in booking with ABTA members.

"This year’s activity is about continuing that momentum and supporting members during the peak booking season."