Exploring Accessible Travel: Representing Mobility at Sea at ABTA 2025

Attending ABTA 2025: Why It Mattered

At Blended Digital, we believe that understanding the industries our clients operate in is just as important as executing their digital strategies. That’s why, in May 2025, we attended the ABTA Travel Marketing Conference in Canary Wharf, London, on behalf of our client Mobility at Sea, a company committed to making cruise holidays more accessible for those with limited mobility.

ABTA’s flagship event brought together senior travel marketers, brand strategists, and innovators from across the UK. Designed for advanced-level professionals, the single-day event offered a deep dive into the future of travel marketing, from evolving customer behaviours to cutting-edge digital tools.

Our goal? To learn, listen, and return with insight that could help shape the marketing and SEO strategy for Mobility at Sea as we continue to grow their online presence and engage new audiences.

Gaining Insight to Improve SEO and Visibility

The conference wasn’t just about trends; it was about translating those trends into meaningful action. We identified several opportunities to refine Mobility at Sea’s SEO strategy, especially across their website and content.

By observing how leading travel brands structure their content, manage campaigns, and integrate user intent, we saw areas where we could enhance:

• Content hierarchy: Ensuring their most helpful information is prioritised for both accessibility and search performance.
• Keyword targeting: Refreshing page content to align with current user queries related to accessible cruising.
• Visual media: Leveraging the images and insights we gathered at the event for better engagement across both organic and paid channels.

These insights are now feeding into an ongoing optimisation plan, including adjustments to both on-page SEO services, such as improved meta content, better internal linking, and off-page SEO services like outreach, citations, and backlink opportunities within the travel sector.

Why Events Like ABTA Matter for Marketing Agencies

It’s easy to think of conferences as something only brands or industry insiders attend. But for a digital marketing agency like Blended Digital, participating in these events, especially on behalf of clients, offers an unmatched perspective.

Being immersed in the client’s world for a day or two lets us:

• Speak their audience’s language more clearly
• Stay ahead of shifts in tone, technology and expectation
• Build authentic marketing strategies rooted in real user experience

It also strengthens the collaborative relationship. By attending ABTA 2025, we didn’t just show up; we actively represented Mobility at Sea, engaged with other travel professionals, and asked the right questions about how accessibility can be better served in travel marketing going forward.

Beyond insight, these events provide opportunities for competitive analysis, inspiration from successful campaigns, and potential partnerships. They also allow us to gather original content, from photos to expert quotes, that can enrich our clients’ content strategy. By staying close to the industry pulse, we’re better equipped to craft marketing that feels current and credible.

By attending the ABTA Travel Marketing Conference 2025, Blended Digital was able to strengthen our strategic support for the brand and lay the groundwork for new, SEO-informed marketing efforts that are designed to grow awareness and engagement.

This isn’t a one-off effort. It’s part of our broader approach: to stay informed, stay involved, and stay committed to doing what’s best for our clients, both online and off.

If your brand is looking for a team that understands your market as deeply as your metrics, we’d love to get in contact. At Blended Digital, we don’t just deliver on-page and off-page SEO services, we deliver relevance, results, and relationships that last.

Published: 14/07/2025