Why Should Travel Agents Attend Tradeshows?
by Martin B. Deutsch

I've been addressing this question for as many years as I care to remember, and as recently as just the other day. My answers really haven't changed in a substantial way over the years, in fact they've been reinforced by time and experience.

The factors driving agents to these events haven't changed very much since I ran my first such event in late September 1973. When properly planned, programmed and executed, these venues give agents that all-important opportunity to network face-to-face with suppliers from around the country and around the world. These encounters give agents a golden opportunity to learn firsthand about the travel product that is about to come into the marketplace for the coming months and seasons. It gives the agent the heads-up he needs to compete effectively in a highly competitive marketplace. It identifies him as a professional to his consumer clientele.

Another compelling motive is the educational landscape that tradeshows encourage and provide. Tradeshows that work on all cylinders, you've no doubt noticed, also called conferences. This description embraces a wide variety of learning experiences. For example, our forthcoming show and conference, Tour & Cruise TravelWorld scheduled for Wednesday, May 18 and Thursday, May 19 in Long Beach, CA, highlights some of the following:

• Niche Cruise Marketing Alliance certification program
• Accredited modules presented by CLIA and The Travel Institute
• Focused Educational and Sponsored Breakout Seminars and Functions
• General Session with Keynote Addresses from Blue-Ribbon Speakers
• Two-day tradeshow with more than 200 domestic and international travel suppliers
• A generous array of exciting prizes

In addition to the above, there are shipboard inspections with lunch aboard Royal Caribbean Cruise Lines, Monarch of the Seas, a necessary visit for travel agents to progress towards fulfillment of their CLIA accreditation. You'll also notice that The Travel Institute (formerly ICTA) will introduce two brand new modules, one for selling golf vacations and the other for spa packages. There is also a golf and spa seminar. The explanation for these special activities is that Tour & Cruise TravelWorld, in its third year, is co-located with a nifty new niche duo: the Golf & Spa Show and Conference. Travel agents from around the country who attend will not only encounter the latest developments on the crucial tour and cruise fronts, but will also be introduced to significant sales opportunities that are often overlooked - golf and spa. Another lure for travel agents is the opportunity to go one-on-one with travel industry leaders. Witness our General Session on Thursday morning, you'll hear from and meet the following top executives from the industry: Kathy Sudeikis, ASTA president; Brian Stack, USTOA chairman; Andy Stuart, CLIA chairman; Scott Ahlsmith, CTC, chairman, The Travel Institute.

These show and conference activities also offer other important avenues to equip the travel agents with their day-to-day challenges. There are frequently pre and post cruises and tour programs, usually available on a first come, first serve basis as well as a local site inspections and site-seeing tours.

That's a summary of some of the critical reasons that motivate travel agents to continue to attend these worthwhile events.

In addition to Tour & Cruise TravelWorld, Travel Industry Shows will host the second annual Home Based Agent Show and concurrent third annual Honeymoon & Romantic Getaways Show and Conference on Friday, September 23 and Saturday, September 24 at the Baltimore Convention Center, MD. These two niche programs first ran together in Long Beach in 2004 and drew 1,022 travel agents from 41 states and Canada. The audience comprised of roughly 25% traditional brick-and-mortar agencies and 75% Home Based agents where delegates had the chance to meet with over 200 suppliers with a wide range of commission incentives for the agent community and representatives from the lucrative romantic vacation markets. The educational component was a huge success with audience participation of more than 400 in each seminar room and over 800 agents at the General Session.

OSSN has partnered with Travel Industry Shows to produce these highly successful initiatives. Tour & Cruise TravelWorld is pleased to continue to provide special rates for OSSN travel agent members. Travel agents interested in registering should visit www.tourcruiseworld.com or call the Tour & Cruise TravelWorld Registration Department at (925) 249-2233, Ext. 207 and Reference Promotional Code: 3044 to receive a special OSSN discount of two agents for the price of $39.00 (rack rate is $49.00 per agent). For information on all of our events, visit www.travelindustryshows.com, our company's official website with links to our individual show sites.

And remember, we're the people who pioneered the first-ever show and conference for the Home Based travel agent - we're very pleased and proud to be working with you and we hope to see you, as OSSN members, in Long Beach and Baltimore.

Martin B. Deutsch: Partner, over 45 years of travel industry experience, former editor and publisher of TravelAge publications (including TravelAge West). President of OAG travel magazines Division and founder of Frequent Flyer magazine. Over the years, Mr. Deutsch has produced dozens of successful travel industry shows. Mr. Deutsch is listed in the Whos' Who in the World and Who's Who in Communications. He recently served as convention chairman of CruiseTour World.