The Association of British Travel Agents (ABTA), a UK-based association that promotes the travel industry in the UK, is running initiatives to raise the travel awareness of consumers in the age group of 18 years to 34 years.
ABTA is initiating activities in the summer to develop consumer awareness of the motivational and entertaining side of travel. It is participating in three university summer festival events at Portsmouth University on June 2, 2012, to promote travel, through fun experiences.
The association has also launched a Love Travel Facebook page, offering interactive experiences to young travellers by means of initiating ideas, providing inspiration and offering travel tips.
Victoria Bacon, the association head of communications, said, ‘ABTA has a very strong brand recognition among all consumer age groups. Research shows that they tend to associate us very strongly with values of trust, security and authority. ABTA stands for choice and expertise as well as protection, and this is a message that resonates particularly strongly with younger audiences. The aim of this campaign is to raise brand awareness of ABTA’s offer to consumers, highlight the huge variety of our Membership, and encourage people to look for the ABTA logo when they book. We hope as many members as possible will ‘like’ us on Facebook and get involved.’
ABTA currently has membership strength of around 1,300 members, and is represented at around 5,000 retail outlets and offices in UK. The association aims to offer a cooperative leadership to its members in addition to promoting sustainable tourism.