ABTA - Membership Transformation


ABTA is the United Kingdom’s foremost travel association and have been central to the travel industry for over 60 years. Their remit is to assist their members in developing their businesses, and to provide assurance to travellers (their customers, the travelling public) in their travel experience. ABTA strive to provide expertise, reliability and fairness; the brand recognition is the highest of any travel trade association.

They aid members and their customers through ever changing and challenging circumstances by:

  • Providing financial protection schemes and means of redress should matters go wrong
  • Enhancing standards in the travel industry and by giving wide ranging advice and guidance
  • Presenting findings to government to ensure all parties (industry and the public) get a fair deal.

As such ABTA aims to help build confidence in the travel industry and the holiday packages that people buy from ABTA members - they have over 1,200 travel agent and tour operator Members and represents nearly 4,000 retail outlets and offices. More information about ABTA can be found at www.abta.com.

C2 have worked as a long-term partner to ABTA on an ongoing business transformation program based on Dynamics 365 and our Subscribe360 membership management solution.


The solution is based on the Subscribe360 platform, which is built on Microsoft Dynamics 365 and is focussed on member tools within the Dynamics 365 platform.

The solution delivered by C2 is tailored to ABTA’s membership and operational requirements.

Key areas covered by the solution:

  • Management of all membership records and renewals
  • Management of all travel brands used by members
  • Management of all accounts, contacts and activities to provide “one source of truth”
  • Capture of accountancy and member performance data to allow for automated bonding requirements. This is the level of protection required by the travel company
  • Automated invoice production for membership and insurance renewals
  • Integration with SAP Business One for financial information
  • Complaint management system, with full self-service capabilities for both members and the public
  • Self-service portal integration for members and consumers
  • Support for committees and committee membership

The website integration is supported by Subscribe360’s data synchronisation solution that allows data from CRM to be synchronised with the web site database. The Subscribe360 solution is deployed alongside Microsoft public cloud tools such as Office 365 with SharePoint Online for document management and cloud-based email marketing tools.

- Stuart Parker, Head of Operations and Delivery for ABTA

“We have worked with C2 for a number of years and during this time C2’s knowledge combined with Dynamics 365, Subscribe360 have been a key part of delivering this successful ongoing programme. This has had real transformational impact for ABTA and our members”


ABTA have transformed their technology systems and as a result it has become an ongoing program, delivering an improved service for members, whilst driving internal efficiency. Recorded impact includes:

  • Optimised Operations – As a result of member self-service, a number of full time staff members can be allocated to other tasks.
    • 80% of Members submitting financial information through self-service
    • 100% of Members managing complaints online
    • 4,500 quarterly returns, 1,000 annual returns, 600 turnover projections
  • Improved engagement
    • 5,000 regular users of our Member zone
    • 30% open rates on weekly newsletter
  • Empowered Employees
    • Easy access to a quality dataset that can be measured and analysed
    • Facilitate cross-department working, collaboration and communications