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USTOA takes to airwaves with `Protect yourself from vacation scams` message
As part of its consumer education campaign United States Tour Operators Association (USTOA) has taken to the airwaves, advising radio listeners throughout the country to “Protect Yourself from Vacation Scams.” Ten live news and talk interviews were conducted on local radio stations in early summer with USTOA president Bob Whitley, with nearly 700 recorded segments airing on radio stations nationwide. Combined audience was 17 million listeners.

The interviews were also distributed to major network, cable and satellite radio affiliates across the country, and carried on web sites such as Forbes, Yahoo, and Morningstar, reaching an additional audience of 109 million.

Whitley told listeners about how to avoid vacation scams and what to look for in order to protect themselves. Interviews also covered the year’s hot destinations (Italy and France for international, Alaska, California and Colorado domestically; and Croatia, and China as hottest up and coming destinations). Other topics included how consumers benefit through the bulk buying power of tour operators and how they can save an average of 30% over booking the same arrangements on their own.

Encouraging Listeners to Use Travel Agents

As part of its radio campaign USTOA encouraged listeners to see a travel agent. In his radio interviews Whitley suggested that travelers use the internet for research and then go to a travel agent for more guidance and for actual vacation booking.

“As a condition of USTOA membership all our USTOA Active members’ products must be fully commissionable to travel agents. So it’s only natural that we would encourage the public to use a travel agent,” commented Whitley. Theodore Koumelis - Monday, October 09, 2006