Virtual Events Archives - Travel Alliance Partnership

Connecting Africa’s Eden with Global Travel Trade to Foster Relationship Building and Future Economic Development

Tim Lindner — Thu, 30 Jul 2020 03:46:35 +0000

How this Case Study may be relevant to you: As a result of COVID-19, cancellations of many traditional travel trade events took place around the world. We helped Africa's Eden create a brand-new virtual event targeting the global travel trade market, in order to foster relationships among destination partners and plan for travel recovery, post-pandemic.

We created a three-day event that hosted over 70 destination exhibitors and over 60 global travel trade buyers, in series of one-on-one appointments, educational sessions, entertainment and virtual networking opportunities.

Victoria Falls, aerial view Photo Credit: The Victoria Falls Regional Tourism Association

Situational Analysis

The Victoria Falls Regional Tourism Association (TVFRTA) was established in January 2020 to promote the World Wonder, Victoria Falls, and the Kaza wildlife estate that surrounds it. This Association is noteworthy as the first multi-country destination marketing campaign entirely driven by the private sector in the region. The Association is founded on collaborative competition, in a geography considered one of the world’s largest and last remaining pristine conservation estates.

By the end of February it became evident that the COVID-19 crisis had brought more urgent challenges that threaten the survival of not only the membership to the Association but the entire travel and tourism ecosystem of the Kaza region. The threat of collapse and shut down of the sector would not only devastate business but also communities that indirectly benefit from the travel, tourism & hospitality industry.

The Challenge

How to facilitate the travel trade community when most travel shows and exhibitions have been canceled due to COVID-19.

Tour drivers Photo Credit: The Victoria Falls Regional Tourism Association

Objectives

Provide a virtual meeting space for travel trade and Kaza region representatives.
Educate the travel trade on the Kaza region, also known as "Africa's Eden."
Create business opportunities for future travel bookings.
Foster relationships between destinations and tour operators for long-term tourism growth.
Build a successful show format that can be replicated in the future.

Strategic Insight

Facilitate a Virtual Travel Trade Event dedicated to the region.

Buyers and suppliers needed a way to connect and plan for bounce-back and recovery, post-pandemic. A virtual trade event is a smart solution to this market need. An event provides an opportunity for travel trade to meet one-on-one with Victoria Falls and Kaza region suppliers to foster business relationships now, and set the region up for a quicker recovery when borders reopen to the visiting public.

Photo Credit: The Victoria Falls Regional Tourism Association

Strategic Approach

Use a pre-show vetting process to ensure the quality of event attendees, both buyers and destination exhibitors.
Position the virtual trade show as affordable and economical, with multiple attendees admitted per company.
Educate the global travel trade on the region through the Online Travel Training platform.
Present data and research about the travel trade industry and the future of the global marketplace to participants.
Give buyers the opportunity to learn about new travel products in the Kaza region and expand relationships with existing exhibitors.
Use the event as a pre-qualification for an in-destination experience.

Lion Photo Credit: The Victoria Falls Regional Tourism Association

Victoria Falls Photo Credit: The Victoria Falls Regional Tourism Association

Tactics

Creation of a brand-new Trade Show website, complete with pre-vetting questions for registration.
Development of website pages that support the Virtual Travel Trade Show, including a virtual buyer/exhibitor Exhibit Hall, speaker bios, appointment schedule and links to virtual meetings, and a host for videos from the event to live post-show.
Pre-vetted and sorted appointment schedule, matching buyers with exhibitors for one-on-one meetings.
Show promotion, including creation of a one-sheet to entice exhibitors and buyers to sign up for the event.
Email communications leading up to and during the show.
Script creation, show run through and pre-show tech rehearsals with all participants and event host.
Management of all technology tools and virtual event logistics prior to and during the show.
Development of educational opportunities, speakers and entertainment during the three-day event.
Facilitation of giveaways, contests and prizes throughout the show.

Results

Over 70 individual exhibitors
Over 60 individual buyers
34 appointment slots
19 pre- and post-show emails
15 speakers and presentations
3 days of virtual success!

Victoria Falls Photo Credit: The Victoria Falls Regional Tourism Association

What Show Attendees Had to Say...

"Thanks so much for putting on this show! Overall, it was both enjoyable and informative, with the added benefit of being cost-effective since no travel was required."

Buyer | Texas, USA

"For a first show, I am blown away - the organizers were amazing - loved their positivity and enthusiasm. Other presentations also very interesting, valid, and entertaining, thank you. Not easy in these challenging times."

Exhibitor | Livingstone, Zambia

"Reconnecting with suppliers, sharing info and "hope" for re-opening... [It] was so nice to meet new people, see old friends and really feel the bonds that tie us together - this love for Africa. We have such a nice industry, all sides need to keep lines of communication open, and this helped a lot! Just to be able to share experiences across 'both aisles.'"

Buyer | Connecticut, USA

"Catching up with old friends in the industry and making new ones. I would really like to thank you guys for making the effort to put this show together at short notice. It was a tremendous effort and at no cost to us, which was much appreciated." Exhibitor | Victoria Falls, Zimbabwe

A look at the event website:

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The post Connecting Africa’s Eden with Global Travel Trade to Foster Relationship Building and Future Economic Development appeared first on Travel Alliance Partnership.

Converting a live show to a virtual event while keeping profits, connections and the experience intact

Tim Lindner — Wed, 08 Jul 2020 09:18:17 +0000

How this Case Study may be relevant to you: Virtual TAP Dance is a model of how to successfully switch from a traditional live conference to a virtual event while keeping profits, personal connection and memorable experiences intact.

All eyes were on Travel Alliance Partners (TAP) in June 2020 with their bold move to be the first in the travel, tourism & hospitality industry to announce and deliver a virtual event – which overwhelmingly exceeded expectations.

Situational Analysis

Travel Alliance Partners (TAP) was created 18 years ago as an innovative way to help tour operators grow their businesses. This partner-owned corporation, comprising premier North American tour operators has combined sales of over $75M. Integral to their success are the relationships they have built with DMOs and suppliers.

TAP is well known in the travel, tourism & hospitality industry for their annual conference, TAP Dance. This event, in its 15^th year, is a preferred conference for many travel professionals because of its relaxed environment, long-standing relationships and proven format designed to impact business growth for TAP Tour Operators and their suppliers.

The Challenge

Faced with travel restrictions and dramatically reduced budgets due to the COVID-19 pandemic, TAP needed to quickly develop an event that would replace their on-site conference. Despite not meeting in person, the event needed to still have the personal and interactive elements associated with the TAP brand.

Objectives

Create an event that would allow tour operators, DMOs and suppliers to connect to ensure business development for the year ahead.
Provide the traditional level of value to event participants including tour operators, suppliers and sponsors.
Ensure a profitable event resulting in revenue to the organization.

Strategic Insight

TAP Dance was first conceived as an innovative approach to a travel industry event, with emphasis on the relationships between tour operators and the DMOs and suppliers.

Holding a conference despite the obstacles continues the TAP tradition of being an innovative leader in the travel, tourism & hospitality industry. They would demonstrate their commitment to the partnerships needed for all in this industry to be successful.

Strategic Approach

Provide guidance to stakeholders that holding a virtual event is feasible and would solidify them as an innovative industry leader.
Develop an event plan designed to create compelling interest for attendees and sponsors.
Deploy technology to support the virtual experience in an efficient and cost-effective manner.
Ensure unique elements from the live event continue in the new virtual format.

Tactics

Technology: identify and implement technology to meet all pre-event requirements for the website, registration, payment and meeting arrangements. Manage all technology tools throughout the event. Train event participants on technology to ensure ease of use during the event.
Event Planning: Create and manage an event project plan to ensure event was delivered on time and within budget.
Marketing: Create email and social media campaigns to promote the event.
Sponsor Value: Identify unique tools to ensure exposure for sponsors throughout the event.
Participation: Create opportunity for registered attendees to bring a guest, increasing meeting value to both the suppliers and tour operators.

Results

We had resounding feedback from attendees, TAP Tour Operators and sponsors that the event far exceeded expectations.

With 500+ private virtual meetings, hundreds of attendees, entertaining videos, international guests and fun virtual activities, the event was a welcome reprieve from the distance that the pandemic had put between people who are used to seeing one another every year.

Result Highlights

Conducted 546 virtual meetings over three days for travel professionals from 5 different time zones to connect for business development.
Created 22 hours of varied event programming over three days including general sessions, roundtable educational sessions, B2B appointments, a wellness break, happy hours, networking and evening entertainment.
Developed unique virtual event sponsorships for 22 sponsors including virtual photo booth, online trivia contest, happy hour cocktail recipe demonstration and on-screen sponsor logo overlay for added exposure.
Created an online event content gallery including 13 videos played throughout the event, photo gallery and digital brochure.
Exceeded attendance goals and executed a profitable event that replaced what would have been a revenue shortfall for the year.
Feedback from attendees, TAP Tour Operators and sponsors was that the event far exceeded their expectations.
Solidified the organization as a bold and innovative leader in the travel, tourism & hospitality industry.

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The post Converting a live show to a virtual event while keeping profits, connections and the experience intact appeared first on Travel Alliance Partnership.