Not every trade show fits every supplier. Compare group leader shows, regional showcases, and national marketplaces to find your best match.
The strategy you employ in deciding which industry shows and events you attend must fit seamlessly into your business plan. Here are a few thoughts to get you going in the right direction.
5 Factors to Consider When Choosing a Group Tour Trade Show
- Where are you in your professional development? Having seen many newbies with that “deer in the headlights look” attending their first major association conference, we advise against attending a major industry trade show right out of the gate.
- Are you in an established major destination, small market or one that’s up and coming? If the destination isn’t ready for prime time, it’s probable that their suppliers aren’t either.
- How are you marketing to groups? Are you reaching out and enjoying any success with tour operators in adjoining states, or regionally? This will dictate where your trade show plans should be.
- What’s your travel & entertainment budget? Major national and regional shows present new business opportunities. However, it might be more economical and effective to load up the van with a few partners and do a good old-fashioned sales blitz.
- What do your partners say? We continuously talk about networking and partnering with like-minded suppliers.
Suppliers must balance the opportunity each show provides with limited travel budgets available for such endeavors. Let’s take a look at a few shows that are out there and decide what’s the best fit for your group marketing.
Group Leader Shows
When working within the traditional tour & travel market, there are two types of group leader shows you can attend. The first type is attending a tour operator’s group leader show. If that operator has a series of tours coming to your destination, it certainly benefits you to help sell that tour to the groups that are pulling the trigger on where they are traveling.
The second type of group leader shows, we’ll simply call “others.” These are primarily commercial shows, which often have an abundance of group leaders that are primarily interested in day trips. Remember, even the prospects that will travel overnight are not your best opportunity for repeat business. This makes the cost of obtaining a new customer very expensive.
Deciding which niche market show(s) to attend can be challenging. Your goal in group sales is to address preformed groups. Sports shows like the Windy City Ski & Golf Show, or the NY Golf + Travel Expo certainly will have group leaders in attendance among the thousands of consumers. Outdoor Adventure clubs, Gardening clubs and similar niche groups meet regularly. Planning a sales blitz around their meeting might be worthwhile. Finally, if your museum, or attraction meets state, or national academic standards in history, or STEAM statewide teacher conferences in the particular discipline could be quite fruitful.
Virtually all group leader shows are exhibit booths, not one-on-one appointment format. You’ll depend on the buyers stopping by your space, so you’ll need collateral, giveaways and profile sheets ready. The best advice when considering group leader shows: ask for references, and be certain there are qualified buyers in attendance.
State Motorcoach Associations
This type of show can be beneficial if you are marketing to your home state or neighboring states. Often state bus associations will join together for their annual conference; this practice is common in the Midwest and the South. The good news is these meetings are less costly to attend. An associate membership will be required, but the expense for exhibit space is not out of line.
There are downsides to state motorcoach association conferences. Like group leader shows, these gatherings are typically exhibit and not marketplace appointment formats. Not every tour operator will find your booth. The majority of attendees are charter operators that don’t book tours.
Regional Showcases
Major events like Midwest Marketplace and Accent Travel Network are all held at the start or end of the year. They feature appointments with pre-qualified North American tour planners.
The upside is you’ll be dealing directly with buyers that have an interest in bringing tours to your region. The bad news is the price to play is at a level above the previous opportunities.
National Marketplaces and Exchanges
The American Bus Association (ABA) Marketplace in early January attracts pre-qualified North American bus companies and tour operators for appointments with attending suppliers. Educational seminars, city tours as well as networking and social events are part of the registration fee. ABA membership is necessary for suppliers to attend. The appointment-taking buyers are seated and have 174 openings during the three days. Appointments are done online prior to the conference, but there are opportunities to add additional ones throughout the marketplace.
The National Tour Association (NTA) Travel Exchange, held in November, includes their Faith Travel Association (FTA). NTA membership includes tour operators and suppliers. Appointments are pre-scheduled online prior to the Travel Exchange. Operators and suppliers have the opportunity to experience the host through city tours, attend educational seminars and participate in networking sessions.
The SYTA Annual Conference is the only event in North America dedicated exclusively to the student and youth travel sector. Travel suppliers attending benefit from a highly structured program including business appointment sessions (one-on-one meetings with tour operator), a showcase trade floor, thought-leader presentations, and networking events.
International Group Tour Shows
IPW is a premier international marketplace taking place in late spring or early summer. Travel South USA’s International Showcase takes place in late November/early December marketing Southern destinations to international operators. International Inbound Travel Association is an association of receptive tour operators. They hold a convention each February. Ontario Motorcoach Association’s November conference is important to doing Canadian business.
Face-time with your customer is important and shows are an ideal venue for that exposure. There are many more shows than space allows us to explore here. Choose the opportunities that best fit your sales plan.
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