Confidence in travel professionals grows

by Jessica Pook

Holidaymakers are 25% more likely to book with a travel professional now than before the pandemic, according to new research from ABTA.

The research, which was conducted at the beginning of July 2021, suggests that consumers are increasingly seeking the security and reassurance that comes with booking a package holiday with a travel professional.

Of those asked, 47% cited the security of a package holiday as their main reason for booking with an agent, followed by trusting travel companies to look after them (42%), and the travel professional’s up-to-date advice (40%).

To support the restart of international travel and encourage bookings with an ABTA Member, ABTA is promoting its Book with Confidence tips on social media over the summer.

It is also hopes to make holidaymakers feel "informed, reassured, confident and excited to book an overseas holiday" this year via its ongoing #ReadySteadyTravel campaign.

Recent activities include videos inspiring people to book holidays to green and amber list countries, advice on testing for travel and blogs on travel to green and amber list countries. Essential information and guidance on travelling during the pandemic is also available on the #ReadySteadyTravel hub.

ABTA Members are encouraged to share the latest advice and travel inspiration content with their customers by downloading the campaign assets and suggested social media posts from the marketing toolkit in the MemberZone.

Members can ikeep updated on the frequent changes to Foreign Office advice, the traffic light system and destination entry requirements through the “COVID-19: Country listings, FCDO travel advice and UK inbound border entry rules guide”, operational bulletins and the COVID-19 situational update, as well as on the Coronavirus advice for Members, which includes guidance on when refunds are due and how to deal with difficult questions from clients. These resources can also all be found in the MemberZone.

Shelly Beresford, Head of Brand and Marketing at ABTA said: “People continue to recognise the huge benefits that come with booking their holidays through an ABTA travel professional, with the ABTA brand remaining as highly regarded as ever.

“We know there is huge pent-up demand for overseas holidays after so many months of restrictions, but that there is also a lot of information that people need to know and understand before they travel, so we’re making sure that the #ReadySteadyTravel campaign keeps holidaymakers informed about the changes that will affect their travel plans.

“We’re also supporting Members with our guides and updates so they are across all of the latest changes and developments.”

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