Gore and creep are suddenly cool themes in American culture. As if the horror onslaught at the movies was not enough- even TV is full of headless horsemen galloping away with their prize booty! Add to that, the relentless laughing heads and skeleton masks in drug store windows and you know that the $5 billion Halloween industry is no laughing matter!

How does the travel industry tap the Halloween spirit? Surprisingly, there are no special Halloween twists and turns in travel advertising, no special packages to entice kids, no fun and games, no masquerades.

Even as competition grows intense among online travel sites, how many of them were doing anything to dip into the national obsession with gummy ghosts or glowing pumpkins at this time of the year? Unlike the holidays, Halloween is still undertapped as a marketing opportunity for all its appeal to kids!

Other undertapped themes in travel

- History
- Environment
- Artistic traditions
- Influence of immigrants
- Fitness
- Women
- Children

The travel industry has however nicely caught on to technology, activity vacations, sports, spas, design, entertainment and gaming. Hospitality companies need to find new themes even while they work hard to please the techno-traveler!

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city.Member of the board of Directors - Hotel Association of New York.  www.vijaydandapani.com