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