Radio listeners are packing it up!

Author: Victor Texcucano, Content Coordinator, RAB

Stay-at-home orders are but a distant memory in the minds of the average consumer. People are ready to see attractions near and far from their homes. Consumers are ready to relax on the beach, take a trek through the mountains or travel for shopping excursions on Rodeo Drive or on Fifth Avenue. In short, travel is back.

The U.S. Travel Association forecast reported that domestic leisure travel will remain strong (around 2% growth) in 2023 and 2024.  August 2023 had an average of 1,284,985 daily trips of 500+ miles based on U.S Bureau of Travel Statistics. Post-pandemic travelers believe it is more important than ever to splurge on travel. It is the perfect time let consumers know about where to get help to hit the road, purchase goods they need for travel or just get away. Whether it’s buying luggage, visiting a travel agent, using an online travel booking site or booking a hotel, the revenue travel produces is staggering. Travel and tourism contribute roughly $5.81 trillion to the global economy, per Statista.

According to a Forbes survey, 87% of respondents expect to travel at least as much as they did in 2022, with 49% selecting that they expect to travel more in 2023. Fifty-one percent plan on visiting family and friends, 42% plan on taking a road trip, 37% plan on a beach vacation and 24% want to take a camping vacation. Radio listeners have distinctive views on travel – 56% say that travel is one of their passions, according to MRI-Simmons.

The travel options are endless: cruises, flights, trains, etc. With travel as a passion, 87% of adults who prefer to go somewhere they’ve never been, and 86% of those who prefer vacations where activities are organized for them – all listen to broadcast radio, per MRI-Simmons data. This is a great opportunity for travel agents. Eighty-eight percent of domestic or international travelers who used a travel agent tune into radio. Sharing how a travel agent can alleviate some planning for long overdue travel plans in radio messaging could be beneficial for agents or agencies that include radio as part of their marketing strategy.

As noted earlier, there are so many options for travel and radio listeners will take full advantage of those options to reach their planned destinations. Of those who are taking domestic trips, 25% of radio listeners will use a commercial airline to fly to their travel destination, and 37% of radio listeners will use their personal vehicle.

Radio helps educate, entertain and relax, whether it’s a long commute, the workday or even a grueling workout. Radio is amazing at engaging the theater of the mind. Why not use radio to let consumers know of another way to escape – to the place of their dreams.


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