over 4.5 million traveler decisions - travel shows · digital advertising impressions 12 million...

Where Our Attendees Are Interested in GoingReady to Travel

Proven Promotions Generate Over 300+ Million Impressions NationwideMaking an Impression

320 MillionAnnual Impressions Reached VIA

Mass Marketing Approach

89 % 61 %48 %

88 %

89%

88 %

The LARGEST and Longest Running Series of Travel

Shows in the U.S.

have been influenced by theTravel & Adventure Shows

Over 4.5 MillionTraveler Decisions

Audience Demographic Insights Reveal the Shows Attract Affluent, Educated,

Active Consumers

Visit www.TravelShows.com For More Information

Will take 3-9 domestic trips in the next 12 months

89%

Take regional getaways multiple times a year

72%

*Mercury CSC, Survey of Travel & Adventure Show Attendees Regarding Travel Behavior and Bookings, Travel & Adventure Show Registration Data and Travel & Adventure Show Attendee Survey Data.

Indicated the show has an impact on where they go on their next trips

79%Found moreconfidence in making travel plans with theexhibitors based on their involvement with the show

Of attendees booked one or two trips based on meet-ing an exhibitor at the show

53%

86%

“There are, of course, options offered online, but then not everybody has the time or the attention span to filter through all the information.” – Agnes, LA

Intend to take more or the same number of domestic trips

78%

Domestic

Of attendees took 1 or more international trip over past 12 months

67%

Will take the same or more international trips in next 12 months

91%

Are interested in international travel75%

International

“We love to travel so it was only natural to attend the travel show. The first year was to find out what it was all about. The second year I went with no specific travel plans in mind. Last year I specifically went to get information on Nepal, Tibet and Bhutan.” – Kim, LA

Attracting the Right Audience - We Deliver Pre-Qualified Travelers to the Show

Types of Vacations

“When we travel, we always make sure we eat and shop where the locals go.” – Joe, LA

“The decision to go to Kenya and South Africa this year was made, as well as next year’s trip to Israel and Jordan, because of our interaction with exhibitors.” – Cora, LA

Impact on Bookings – Over $2.1 Billionin Bookings and Counting

Samantha BrownPauline FrommerRick StevesPeter GreenbergPatricia SchultzPhil Keoghan

SC DEN

LASD

DAL

CHDCPHI

passport

passport

travel ticket

credit card

Cultural / Experiential

Active

Culinary

14 YEARS76 SHOWS

Located in Top U.S. Feeder Markets

of attendees plan on returning to another show

95%

$10 10

$1010

53%

63%79%

85%65%

Age 35+ in Peak Earning Years

Married or in a committed relationship

Female

Hold a College Degree

Make over $100k a year$

$5,368$610Million Dollars Spent

Annually on TravelAverage Annual

Travel SpendOf Travel & Adventure Show Attendees are

Passport Holders

96%

54%

46%

39%

of those looking to book a trip, booked with an exhibitor they met at the show89%

Will Book that Vacation Through a Destination Specialist or Supplier they Met at the Show

78%

Will Book this Vacation Within a Year82%

of attendees spent over $5,000 on travel annually with exhibitors or destinations they met at the show

64% $ $$

116.2 MillionTV impressions

1.8 Million Direct Mail and Email impressions

9.1 MillionNewspaperimpressions

32 Million PR impressions

103 MillionBillboard impressions

27.7 Million Digital Advertising impressions

12 MillionRadio impressions

17.6 Million Social Media impressions

Top Travel Speakers BringSuper Travel Fans

“Well this show is a rare opportunity in the United States to get thousands of travelers in the planning stage of their trip. If you want to put your destination at the forefront of the minds of American travel dreamers, this is certainly a good opportunity. I do it every year and I do it every year for good reason.” – Rick Steves“You have the avid travelers who come to these shows, in the thousands! I mean, it’s so extraordinary.” – Pauline Frommer