Pending Business: Pack Your Bags | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

Pending Business: Pack Your Bags

| April 26, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla — The Vrbo survey says 65% of us plan to travel this summer. Fist bump.

Demand is pent up and most of us can’t wait for our turn to plan that getaway. Early indications are the start point will be domestic travel. The spectrum of destinations, price points, and timing create a natural fit for the active, engaged news/talk audience. By now you should be comfortable and experienced selling all the different ways your audio and digital platforms touch the news/talk audience.

The travel vertical is broader this round and the categorical extensions should be considered when you develop a current, updated game plan that features the total asset base you can deliver. Let’s drill down on a new and better way to plan the approach.

The pandemic environment has focused a new light on:

  • The RV business – sales are strong and dealers could be looking for newer ways to maximize this market.
    1. Demos have changed; it’s not only the retiree.
    2. Rentals are strong.
    3. Pre-owned is big business.
    4. There is even an Airbnb concept.
  • National Parks – popular camping sites are booked for the year.
    1. Many travelers plan 500 miles or less as a destination.
    2. Lots of first-timers.
    3. Demos are diversified.
    4. Many need an image refresh.

Do you know how your destination prospect is adjusting to more current protocols? Travelers this round will be looking for new and different information. Do you have the right tools ready to build the best platforms for delivering the message to your travel-starved audience?

Let’s look at what could be short- and long-term adjustments, but important messaging for travelers:

  • Relaxed cancellation and change policies.
  • Adjusted capacity.
  • Facemasks.
  • Sanitization protocols.

Consider the total packaging concept you can deliver. Many marketers in the travel industry look for strong inquiry and booking accountability. Be prepared with multiple options always considering easy access for your audience to respond.

As categories regroup from pandemic business paralysis new opportunities will emerge. Adjust your thinking, planning and preparation now.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at:

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Category: Sales