Understanding the Travel Trade

The travel trade is comprised of a network of professionals dedicated to creating and selling travel experiences. This group includes:

• Group Tour Operators: Crafting and selling trips for groups.
• Receptive Operators: Specializing in international markets and packaging travel in their local area to sell to group tour operators.
• Travel Advisors: Planning and selling travel directly to individual consumers.

There is one more important component to this eco-system. Who sells the travel experience to the travel trade? That’s where tourism offices, Destination Marketing Organizations (DMOs), attractions and accommodations come in.

Travel Trade Shows

So – how and where do all these travel professionals connect to do business? One of the most common and effective ways for the tourism industry to connect is by attending travel trade shows.

At a travel trade show, the travel trade are the “buyers” and the destinations, attractions and accommodations are the “suppliers.” These shows on average span 2-5 days and typically include a series of short appointments where the suppliers sit down with the buyers on an individual basis. That’s right – speed dating for travel!

Registration fees for travel trade shows are often waived or discounted for the buyers, because the more buyers that attend, the more suppliers will want to meet with them. Suppliers typically pay the full registration fee. Also attending these industry shows are sponsors. These are typically vendors who work within the travel and tourism industry – for example, media companies, manufacturers and others who want to collaborate with the buyers and suppliers. This provides a wonderful forum for people to do business. In addition to the short meetings, there are always networking events (primarily in the evenings) where all attendees can casually connect and build relationships.

There are several trade shows available for travel trade professionals, ranging from regional, to national, to international in scope. It can be a daunting task to determine which is the best show for you, regardless of whether you are a buyer or a supplier. Shows vary in location, size, and format.

Here are a few of the top shows that should be considered for travel trade sales:

American Bus Association (ABA)

ABA Marketplace. This week-long event is the largest trade show for group tour business in the country. Over 3,500 attendees come together in January or February every year to kick off a new year of business opportunities. In addition to seven-minute pre-scheduled appointments on the meeting floor, there is a trade show space with exhibit booths of various proportions. Educational sessions are also offered throughout the event. Free 30-minute seminars featuring personal, professional and industry training are available to all attendees every day of the event.

• Duration: 5 days
• Meetings: Pre-scheduled appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: breakout sessions, education “bites,” roundtable
• Differentiator: Largest group tour show in U.S.A.

National Tour Association (NTA)

NTA Travel Exchange. NTA’s annual convention is a week-long show that happens in November or December every year and features buyers of all sizes who package travel to, from and within North America. The attendees represent the United States, Canada and 30+ countries worldwide. Different from ABA Marketplace, a component of this event is targeted toward the international market. Also offered are seven-minute pre-scheduled appointments, a trade show with exhibit booths, and educational opportunities throughout the event.

• Duration: 5 days
• Meetings: Pre-schedule appointments, 7 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: seminars in 4 tracks
• Differentiator: International component

Ontario Motor Coach Association (OMCA)

OMCA Marketplace. This event is basically the Canadian version of ABA’s Marketplace. The buyers who attend are primarily Canadian. This travel show is held in various Canadian destinations and takes place on an annual basis, usually in November. This event is 3 days in length and the scheduled appointments are 8 minutes. The format and style, as far as trade show and educational sessions, are similar to ABA’s Marketplace and NTA’s Travel Exchange. Smaller in scale with only a few hundred attendees, this conference is great for those suppliers who are looking to secure Canadian business!

• Duration: 3 days
• Meetings: Pre-schedule appointments, 8 minutes long
• Show: Trade show with exhibit booths
• Educational opportunities: daily sessions for tour operators, coach operators and sellers
• Differentiator: Buyers are primarily Canadian

Travel Alliance Partnership (TAP)

TAP Dance. This 3-day travel show is a national conference, however at a much more intimate size, occurring annually in May or June. The typical attendance at TAP Dance is less than 200 people, unlike the thousands of attendees at ABA & NTA. Buyers at this gathering are comprised of approximately 20 individual tour companies throughout North America who collaborate by buying and selling tour product from each other. The tour operator partners (or buyers in this case) and suppliers (sellers) make up the organization that is Travel Alliance Partnership. The suppliers are organized in regional groups of 3-5 sellers, called pods, and each individual pod meets with every buyer in 25-minute meetings. This event offers a much more collaborative experience, allowing for more detailed conversations and time for relationship building. The smaller size also allows for more networking time with the tour operators at meals and evening events.

• Duration: 3 days
• Meetings: Pod appointments, 25 minutes long
• Show: Individual appointments only
• Educational opportunities: Programming at meals
• Differentiator: A more intimate and collaborative experience

Unlocking Opportunities at Travel Trade Shows

These are some of the national travel trade events that should be considered. There are also many regional travel trade shows that are shorter in length (1-2 days), some including appointments and others entirely trade show exhibits. A quick online search of “travel shows in x region, state, etc.” will provide options of local and regional opportunities.

Travel trade shows are invaluable for professionals seeking to expand their networks, discover new business opportunities, and stay ahead in the competitive travel industry. Whether you’re a buyer or a supplier, these events can unlock connections that will significantly impact your business.

Learn more about how to maximize your trade show experiences, through preparation, communication skills, and follow-up:

Maximizing Your Tradeshow Experience Through Effective Listening and Communication Skills

Maximizing and Proving Tradeshow ROI

Making a Splash: How to Maximize Reach for Your Brand at a Tourism Conference

The post Top Travel Trade Shows for Industry Professionals appeared first on Travel Alliance Partnership.

If you’ve ever been excited about making a big announcement, and then found yourself disappointed at the lack of response or awareness from your audience, the following tips can help to ensure your next announcement makes a big impact, as you maximize your reach at a tourism conference.

Conference Sponsorship

A tourism conference or trade show sponsorship is a great way to get some visibility in the tourism industry. There are many different conferences to choose from, and it’s important to select one where attendees will be the right audience for you.

For example:

If you are looking to increase visibility with consumers, then a consumer travel trade show is a good choice – many of them are themed (i.e. adventure travel, cruises, etc), so make sure the topic is something relevant to your destination or product.

For travel professionals looking to partner and network with each other, there are many industry conferences and travel trade shows. A large national travel industry trade show such as ABA or NTA will reach a high number of travel professionals, but sponsorships will likely have a higher price tag and more competition for attention. Sometimes, smaller regional or niche shows may be a better fit, if you can tap into the right audience for your business.

How we did it:

TAP chose to launch our new brand at the New York State Tourism Industry Association (NYSTIA) conference. As a New York State based business, our connections and client base are strongest in this state, and it was a perfect fit to celebrate our new brand and strengthen relationships with our existing clients and connections, as well as drawing some attention from new local contacts and prospective clients or partners.

Choosing the Right Sponsorship to Maximize Your Exposure

There are many different types of conference sponsorships, and they come with a variety of benefits to increase your visibility. Here are a few of the most common mediums of exposure included with conference sponsorships:

• Presentation time – speaking and/or visual presentations such as video or PowerPoint
• Text – business description or update in conference communications or printed materials
• Logos and images – on printed materials or custom conference swag

Choosing the right sponsorship will be dependent on your goal. If you are a destination and your goal is to attract more visitors or travel trade, then visual presentations or imagery will be key. Some creative visual sponsorships that are often available at tourism conferences include photo booths, custom hotel door hangers, or custom hotel key cards.

On the other hand, if you are launching a major announcement or rebrand, then speaking time and/or text updates will be the way to go, so you can be sure to get your message out.

Of course, budget will also play a factor. If you are launching a new brand, presentation time is ideal, but those types of sponsorships do come with a higher price tag. If that’s not in your budget, there are typically lower price point options that will include logo placement in multiple conference materials and communications, which is a great way to show off your new logo and create some buzz.

How we did it:

TAP chose a sponsorship package that included a presentation from stage (where our CEO Nicole Mahoney shared about our brand journey), hosting an evening networking reception, and logo placements in printed materials and conference communications. In addition, we sponsored the conference delegate bags, and were able to include some swag and a flyer about our services and membership programs.

Show Off What Makes You Unique

In order to attract the right clients and partnerships at a conference – the ones who will fit best with your business – you need to know exactly who you are. Your company’s values, purpose, and character should be woven through everything you do, including conference activities and sponsorships. When delegates can easily catch glimpses of what makes you unique, chances are much higher that they will take the time to seek you out and find out more about what you do.

How we did it:

When TAP launched our new brand at the NYSTIA conference, we highlighted several of our unique values and traditions – including innovation, and our light-hearted and passionate TAP traditions – through our sponsorship of the conference, and specifically an evening networking reception.

Highlighting a Core Value: INNOVATIVE

As one of our core values, being innovative is a large part of what makes TAP unique. When we sponsored and hosted a networking event as part of the NYSTIA conference, we went beyond the usual expectation of a simple mingling event with snacks and drinks, and planned a card matching game that would encourage people to actively seek out new connections. The game was so effective that people raved about this engaging ice-breaker and asked for permission to use our idea at their own events. Demonstrating our innovation? Mission accomplished!

Highlighting a Core Value:
LIGHT-HEARTED & PASSIONATE

One TAP tradition that we enjoy at our own annual conference TAP Dance is a boisterous and passionate welcome to our highly valued supplier delegates. Staff and tour operator partners stand on either side of the room entrance and clap and cheer as the attendees enter, making them feel appreciated and welcomed. We decided to bring this tradition to our sponsored networking event at the NYSTIA conference, and it was a big highlight, with many guests enjoying the experience so much that they turned around and went back for a second entrance!

Making Connections at Conference Events

While sponsorships are a great way to increase visibility, there are other things that you can do as a regular conference attendee to enhance your team presence, or even stand out as memorable without a sponsorship.

Stand Out From the Crowd with Unique Team Apparel and Swag

When TAP was planning our brand launch, we knew that we wanted team apparel and swag that stood out from the crowd. We achieved this by choosing branded items that were out of the ordinary – and the most unique choice by far was our branded sneakers. The amount of buzz that these created in just one conference made the purchase well worthwhile, and they continue to draw attention and comments at every conference that our team attends.

Make the Most of Every Opportunity to Network

If you’re attending a conference on your own, it will force you to introduce yourself and meet new people. But when teams attend a conference together, they often tend to group together – and even when you’re on your own, sometimes you’ll connect with a few people right away, and spend the rest of the conference gravitating towards the people you’ve already met.

While it’s a good idea to nurture good connections that you may find, it’s also important to make the most of the networking opportunities that are available at conferences by spreading out and meeting as many people as you can. You might have eye-catching branded apparel, but in a sea of conference attendees, not everyone may get the chance to notice you!

How we did it:

Even though TAP had a sponsored table for all the conference meals, we deliberately spread out and used the opportunity to meet as many people as possible. The branded sneakers that our team members wore also made an excellent icebreaker, as people couldn’t help but comment on them nearly every time we met someone new!

Using these strategies to stand out and maximize your reach at a tourism conference can spread your message like wildfire! You can read more about TAP’s full brand journey, and how we determined who we are (and the message we wanted to spread) in this blog post, or listen to Nicole tell our story on the Destination on the Left podcast.

The post Making a Splash: How to Maximize Reach for Your Brand at a Tourism Conference appeared first on Travel Alliance Partnership.

Have you ever walked into a room, joined a group or attended a tradeshow and felt like you finally found your people? If you have, you know what it is like to belong to a community that supports and uplifts you. Maybe your experience was similar to my first tradeshow – where you show up and you think they are your people – but you feel like an imposter or an outsider and you wonder if you really fit in. But you know if you keep showing up that you will become an insider and that you have found a place that aligns with your purpose.  

I am grateful for the many communities that I have found over the years and the support I have received from them. Finding the right community can make a huge difference in your personal and professional success.

Finding Community

Many of us in the travel, tourism & hospitality industry belong to associations and attend trade shows. These are great places to find like-minded people whose purpose aligns with yours. For example, I am preparing to attend American Bus Association’s annual Marketplace. The event is a place where business gets done on the show floor but it is also a place where relationships are made and deepened through shared experiences, one-on-one meetings, networking and educational sessions.  

Volunteering

Another place to find your community is through volunteer work. If you are part of industry associations, get involved. Consider joining a committee, volunteering your time at registration at a show, or working your way onto the board of directors. This will allow you to meet people from all over the world who share similar roles or passions as you and these networks can be invaluable to your personal and professional development. 

Peer Groups

Peer groups are more formal organizations created to help you to connect with others who have similar roles, organizations or interests as you. Your local destination marketing organization is a great place to look. Usually DMOs host stakeholder events, educational sessions or monthly meetings where you can find peers who will help and support you. One of my favorite examples of this at work is the Visitor Industry Council started by Visit Rochester in Rochester NY over 30 years ago. The VIC as it is known, is the membership arm of Visit Rochester. It is led by the members who engage in committees that direct programming for the DMO each year. The VIC meets monthly at a different location throughout the community and showcases member news, offers educational and networking opportunities. The mentorship that happens at these meetings and through the committee work is incredible to watch. I was recently at a VIC event and was excited to see so many new young professionals there alongside the more seasoned and experienced tourism and hospitality professionals in our region. 

Another place to find peer groups is through your chamber of commerce. Some chambers have formal councils for different interest areas like professional women, small businesses, tourism etc. Others offer leadership development programs and formal CEO groups. These are great resources for finding your community.  

Other places to look are national or international associations such as Accelerate Women Leaders in Travel, Travel Unity, or SKAL International.

Connecting with Your Community

So, you’ve found your community – a network of like-minded individuals who share your passions and professional endeavors. Now, the question is: How do you make the most out of this invaluable connection? Here are some best practices to help guide you:

Show up

The first step is simple yet powerful – be present. Attend events, meetings, and gatherings. Your physical or virtual presence reinforces your commitment to the community. You need to be there in order to develop a connection and to gain the benefits from belonging in the first place.  

Listen & Be Relentlessly Helpful

Engage with intention. Listen actively to the needs and challenges within your community. Offer your expertise, insights, and assistance generously. Be the person others can rely on. 

Relationships Over Transactions

Remember, it’s not about the sale or sealing the next business deal. Communities thrive on authentic relationships. Focus on serving others, and genuine connections will naturally lead to opportunities. 

Be Transparent

Openness fosters trust. Share your experiences, successes, and even setbacks. Transparency builds a more authentic community where members feel comfortable being themselves. Transparency is what will make you feel more connected.  

Communities without transparency feed what my friend Kris Kelso calls the Imposter. That little voice in your head that tells you that you are not good enough or that you do not belong. Kris says transparency starves the imposter. To hear more about overcoming the imposter, listen to my conversation with Kris on episode 220. 

Prioritize Time

Life and work can get busy, but prioritize spending time with your community. Whether it’s attending regular meet-ups or participating in online discussions, carving out time reinforces the importance you place on these connections. 

Lean on Your Community for Support

In challenging times, your community can be a pillar of strength. Take the recent global pandemic for instance. We saw firsthand how a rising tide lifts all boats when everyone came together to move through that uncertain time. Share your struggles, seek advice, and offer support. Your community is a valuable resource during both good times and down times. 

The Power of Community at Work

Our annual travel conference TAP Dance is an example of the power of community at work. The event was designed to cultivate and build a community of collaborators with the common purpose of creating travel products that will sell.

TAP Dance celebrates the collaboration opportunities between tour operators, destinations, attractions, and travel product suppliers. Suppliers meet with each TAP tour operator and discuss how best to bring business to their area. Many attendees tell us that this conference is a highlight each year as it is a perfect blend of productive business discussions, relationship-building, fun and an opportunity to experience the best of our host region. 

A distinctive facet of TAP Dance lies in our innovative approach to orchestrating supplier meetings with TAP tour operators. Each supplier attendee is thoughtfully assigned to regional groups, comprising three to four industry peers. Meetings last 25 minutes with engaging and focused discussions with TAP tour operator partners. During this time, suppliers can showcase their products or areas in a personal atmosphere for increased promotion throughout the TAP network. 

The Value of Community

Remember, the value you derive from your community is directly proportional to the effort you invest. By embodying these principles, you not only contribute to the collective success but also create a thriving environment where everyone benefits.  

Now, go out there, engage authentically, and watch your community flourish. 

The post Belonging and Community appeared first on Travel Alliance Partnership.

Research Before the Show

Know who’s going to be there. Are new operators attending you’ve never interacted with before? Are they the same list of people you’ve seen at the last three shows? Or is there a good mix of the two – new connections to make and existing relationships to nurture?

Make a list of targets you want to meet with in both cases. This sets you up for success in proving attendance ROI. You’ll be able to include your target number of meetings and interactions, and report on your success.

Reach Out Before the Show

Now that you know who is attending, and a target interaction list, you can do some selected outreach before the show. Prior contact is especially necessary in cases where tradeshows have appointments chosen by the seller and the buyer. You have a much higher chance of landing the appointments you want if the request is mutual. However, it’s still useful at shows without appointments, as outreach gives you a foot-in-the-door to meet with people on your target list.

Best practice says to reach out a few weeks before the tradeshow, and again a day or two before as a reminder.

Take Note

Take lots and lots of notes during your meetings (make sure they’re legible). We tend to overestimate the length of our memory, and tradeshows can be especially mind-scrambling. How else do you expect to remember what you talked about with 45 different people, 2 weeks later? Technology comes in handy here, with laptops and iPads being the most efficient means of taking notes. The benefit with electronic notes is that you don’t have to worry about finding or deciphering them at a later date. Handwritten notes are still king when it comes to information retention however, and in a pinch, I always find writing on business cards to be a great way to bring a face to mind when I’m recalling their information.

Don’t rely on memory alone – take notes and set yourself up for successful follow-up.

Follow Up

Yes- this isn’t a groundbreaking tip. But it is oftentimes overlooked The best way to prove post-tradeshow ROI is to follow up on your leads, and nurture them. Don’t let time constraints or catching up from being out of the office get in the way of nurturing these valuable leads. All the pre-planning and great conversations in the world won’t offset falling off a hot lead’s radar due to lack of communication.

Your follow up doesn’t need to be extensive. Send a quick email saying how great it was to meet them, or see them again. Give them a quick call and see how things are going on their end. Drop a note when you’re in the neighborhood.Add them to your CRM and be sure to touch base on a regular basis. A great way to keep in touch frequently is with eNewsletters.

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