It’s November and that means one thing for everyone in the group tour industry, it’s Show Time! As in group tour trade shows. Some, such as NTA’s Travel Exchange are taking place now. There is ABA coming up and regional shows, smaller shows that target niches, and some shows that invite group leaders who are often the decision-makers.
The first group tour tradeshow I ever did was years ago in Western New York for a Coach USA group tour leader show. I was nervous as I looked around the room because it seemed like everyone knew everyone else and I was the new kid on the block ( and I was a grown woman!) I eventually became comfortable speaking to the group leaders who came by and got to know the other vendors in the booths beside me. Now these tradeshows are like big family reunions for me and I get to hang out with my ‘road family’ at different locations throughout the year. My decades of experience along with comments and suggestions I have picked up over the years have helped me to create this list to help you be effective at your first, or next tradeshow.
Bring lots and lots of business cards
Business cards are the currency of tradeshows. Pack a few hundred and keep them with you at all times. You will meet people at the airport, in your hotel lobby and bar, in the educational sessions you attend, and standing in line waiting to get something to eat at the dinner events. Everyone forgets to pack their cards at least once, including me, so I keep a stack in my suitcase at all times.
Attend all the evening events
At most group tour tradeshows, there are some great evening events since the host destination wants to show off its best venues. It can be tempting to take a night off work and order room service but don’t do it. The evening events are where the real networking can happen. You will find yourself standing next to a tour operator you had wanted to meet, or a DMO representative from an area where you will be sending a group. Try to mix around the venue and find new people to talk to. Set a goal to meet at least 3 new people and exchange business cards each evening. And remember, you can sleep when you get back home!
Visit Vendors on the tradeshow floor
Most tradeshows will have an area where vendors and sponsors are set up. The vendors will often have specials just available at the show, fun giveaways, and salespeople to speak with. It is a great way to get to know more about the products and services available. I have made friends with the sales reps at several industry trade publications ( Hi Haleigh! Hi Greg!) and I believe I get better deals because of those relationships. I have also learned about new technology that can help suppliers and buyers with digital marketing services.
Attend Educational Sessions
Most of the group tour tradeshows you will attend will also sponsor educational sessions. I recommend looking at the schedule before you get to the show and scheduling the sessions you want to attend on your phone. I find that you can get distracted on the tradeshow floor, forget what time it is, and miss a session you really wanted to attend!
The organizations work hard to bring in speakers that will benefit the attendees in areas such as technology, social media, personal productivity, business development and more. What’s even better is that most speakers have platforms to keep in touch with you and share more information after the show.
Sit towards the front and say hi to the people sitting near you. I have made friends that way and you will build your network.
Practice your pitch
Many of the group tour tradeshows are appointment-based with set schedules, so it is important to make the best use of the time you have.
One of the biggest mistakes I made when I began was to sit down and start talking about my product and leave just a moment or two at the end for the operator to speak. After all, wasn’t it my job to make sure they knew everything there was to know about the attraction or destination I was representing? Nope.
My job is to learn what they are looking for and help them figure out if my product fits their needs. So now I start by introducing myself with a short few sentences and then ask about their business.
You might find out they only work with students, or that your area doesn’t sell well and they need help to develop a better tour. They might already have something booked with you and just need a few photos. Let the operator lead the conversation. I try to end the appointment by reiterating what I will do to follow up.
The Big Question: What’s New?
This is the most common question that a tour operator will ask you so make sure you have some answers. If your attraction hasn’t changed much in the last year, think about some new features or ways to package yourself. Have any of the logistics such as parking, hours, or contact emails changed?
Can you create a package with another attraction, a dining location, and a retail stop? This is a great way to make something new out of the existing product.
Has your destination or attraction won an award or a designation? Anything that the tour operator can use to promote a tour is helpful. Time spent creating talking points around ‘What’s New’ will go a long way towards your success.
How can I help you succeed in November and Beyond?
- DMOs: Let’s talk about my Online Training program for your partners! Every month I present on a topic that will help increase your partner’s professionalism and understanding of this industry.
- Looking for help in creating a Strategic Sales plan for your attraction? Reply to this email and let’s chat. I take one new client per quarter and am open in the second quarter of 2024. I would love to work with you!
- Continue your Tourism Education at TourismProAcademy.com. I created this platform in 2019 and have added courses specific to group tours, as well as best business practices and more.
- Hire me to speak at your tourism conference or event. Reply to this email and I will follow up. Have I mentioned that I have set a goal to speak at all 50 State Tourism conferences? Can you refer me to your conference planner? I would appreciate that!
- Check out my Free Resources section at The Tourism Pro Academy!