ABTA members and their customers will take centre stage in ABTA’s next Travel with Confidence national advertising campaign
Launching across social media channels over the Christmas period and throughout the crucial early booking period at the start of 2022, the video will feature ABTA members sharing their professionalism, service and passion for travel. It’ll also show customers sharing why they felt it was important to book a holiday through a trusted travel company.
Following on from the successful hero video created for the last Travel with Confidence campaign, last year’s social media advertising reached a total 10.4 million total impressions across ABTA’s channels. This year, ABTA will create another hero video for Facebook and a shorter version for Instagram, which will be created from the ‘selfie’ videos submitted by ABTA members and their customers. To incentivise customers to share a testimonial video, ABTA will offer them a £50 Amazon voucher.
ABTA member and customer selfie videos should be no longer than 60 seconds and a fresh, honest chatty style is much more important than a polished professional approach. All videos should be submitted to ABTA by November 26, 2021.
The videos will show real members explaining how important it is for consumers to book their much-needed holidays and other travel arrangements with a travel professional, from taking the very best care of their customers to using their extensive experience to create a perfect holiday.
All members who respond to ABTA’s call out for videos will be featured as part of the Travel with Confidence campaign in 2022, either as part of social media advertising or as organic content on ABTA’s social media channels.
A full briefing on what kind of content will work well can be found here or from our marketing toolkit here. Members looking for further information and where to send their completed videos should contact Lizzie Andrews.
ABTA has responded to the chancellor’s autumn Budget, in which he announced a cut to domestic air passenger duty (APD) from April 2023 – plus a tax hike on long-haul flights over 5,500 miles.
Chancellor Rishi Sunak also confirmed that the government will continue with business rates relief.
“It is good that the government has responded to our calls to continue business rates relief by cutting rates by 50 per cent; this should help high-street travel agents,” said Mark Tanzer, chief executive of ABTA.
“However, this is a sector that has faced tighter government-imposed constraints on trade than almost any other, including severe restrictions throughout the critical summer season. The chancellor could have done more to recognise this fact – by providing tailored recovery grants to travel agents, tour operators and travel management companies. Instead, while other struggling sectors – such as theatres and pubs – will get additional tax reliefs and duty cuts, there is very little in the Budget to support many travel businesses as they attempt to recover from the biggest crisis the sector has ever faced.”
On the subject of the APD cut, Tanzer said: “While we support the decision to remove double-taxation on domestic Air Passenger Duty (APD) from April 2023, it is regrettable that this cut will be partially offset with increased rates for long-haul flights. With the industry only at the beginning of its recovery, now is not the time to be announcing future tax rises on the sector.
“As it stands, APD is not – and has never been – an environmental tax; the revenues are not hypothecated or used for environmental purposes, such as investing in the development of sustainable aviation fuels, and the tax does not encourage use of newer, cleaner aircraft. Looking to the medium and longer term, we are supportive of fundamental reform of APD with the aim of creating fair taxation within the travel industry, which reflects the economic benefits of the sector and recognises the environmental impacts of travel.”