USTOA has embarked on some exciting new directions in its 2000 public relations campaign, educating consumers on the variety of vacation tours and packages through an entertaining quiz, and developing a dialogue with the Federal Trade Commission to warn consumers about the pitfalls of travel fraud.
THE QUIZ
A highlight of this year's USTOA campaign has been the "Vacation Personality Quiz," a 15-question self test to help travelers determine their vacation "type," based on specific personality preferences. Earlier in the year USTOA retained a team of consulting psychologists to develop the quiz, which evaluates such characteristics as need for security, control, tolerance for new situations, sensation-seeking, ability to compromise, and other traits. Based on their scores, travelers are divided into three categories: group traveler, small group adventurer, and independent tour/package traveler.
According to USTOA Marketing Committee Chairman John Stachnik, President, Mayflower Tours, the quiz was developed to be a fun and informative marketing vehicle. "Once the traveler determines their vacation type based on responses to the multiple choice questions, we have a section that suggests the type of tour or package best suited to their needs. We then advise the traveler to go to his or her local travel agent to help plan their vacation."
Agents can access the quiz either directly on USTOA's website, or in brochure form for their clients, by contacting USTOA or phoning 1-800-GO-USTOA for a copy of USTOA's Travel Agent's Kit.
Along with USTOA's annual informal member survey of hottest destinations and trends, the quiz has been used as a focal point for television interviews on morning talk shows and news broadcasts in over 16 cities to date, with a total of more than three million viewers in major markets such as New York, Chicago, San Francisco, Denver, and Phoenix. Additional T.V. segments are currently in production, reports Stachnik. Radio interviews on local and syndicated talk shows have also been placed in 17 markets, netting more than 6 million listeners, he adds.
VACATION FRAUD FIGHTERS
Vacation fraud is the second major USTOA P.R. theme for the year. USTOA has initiated a dialogue with the Federal Trade Commission, leading to joint cooperation on consumer education regarding vacation fraud prevention. To date, USTOA has produced a link page on "What is a Tour Operator," for the FTC web site, and FTC links to relevant travel fraud information have been added to USTOA's updated web site.
In time for the forthcoming holiday and winter travel seasons, a recorded audio news segment, featuring an interview with Bob Whitley, was recently produced and fed to 1,600 radio stations nationwide. A radio public service announcement has also been produced for distribution to 1200 radio stations nationwide. Timed for winter 2001 distribution, prior to the traditional spring/summer vacation planning season, the radio PSA's are titled, "The Educated Traveler," and advise listeners to beware of pressure tactics and unrealistic prices, as well as to check out the travel company before paying for their vacation. Travelers are advised:
"Check to see if the company is a member of a reputable travel industry organization such as U-S-T-O-A or the National Tour Association. And don't take their word for it. Double check with your travel agent."
ALL ROADS LEAD TO TRAVEL AGENTS
According to Mr. Stachnik, all USTOA's consumer public relations efforts suggest contacting a travel agent as the best means of planning a vacation. "That message is included in our new brochure on the Vacation Personality Quiz, as well as in USTOA's broadcast efforts. Our web site now also has a directory of travel agents who subscribe to USTOA's Package Power software, searchable by zip code," he adds.
More information on USTOA is available by keying in www.ustoa.com.
For a copy of the "Smart Traveler's Planning Kit" for clients,
or "USTOA's Travel Agent Kit," phone 1-800-GO-USTOA. Or e-mail
information@ustoa.com.
Public Relations Contact:
Linda Kundell Communications
(212) 877-2798, (212) 877-3387 fax
(For all other inquiries about USTOA, please contact USTOA.)
