In Their Words

One of the goals of Talking TAS is to get you, the exhibitor, all the tips you need to have a successful Travel & Adventure Show experience. To do that, we thought it would be helpful if we got other exhibitors to give their insights and share them with the TAS community. 

Beth Ann Young, Icelandair

This edition of In Their Words profiles Beth Ann Young, Sales Executive for Icelandair. Icelandair partners with several different companies to exhibit under the name Destination Iceland. Here is what she has to say about America's Favorite Travel Shows!

On Deciding to Participate in the Shows:
Destination Iceland, a group made up of Icelandair, Icelandair Hotels, Iceland Travel, Icelandic Mountain Guides and Promote Iceland, decided to participate in the Travel & Adventure show because they are the largest Travel Show in the country and the attendees we found at the show were our target market!



On the Show's Target Demo:
We only participate in consumer events that reach our target market, the international adventure traveler. Attendees were in their peak earning years (ages 35-65), as well as retired, affluent travel enthusiasts who are interested in Adventure Travel. By participating in these shows, we are able to interact directly with our target clientele. 

On Generating Buzz:
To attract attendees to our booth and market our Travel & Adventure Show participation to our customers (present and prospective), we work with show organizers beforehand to arrange trip giveaways as a prize package. That has always been a big hit and has attracted a lot of interest in our booth! To market our interaction to customers, we notify our current customers (travel agents) beforehand, advising them of our attendance at the event while inviting them to come visit our booth. We also tell them to invite their clients as well! Plus, we create a discounted package so people can actually see how affordable travel to Iceland can be - it is great take home material - it literally flies off our table! And, we are able to monitor the sales of our special offer from whatever city the travel originates.

On Expectations:
Our goal was to get as much exposure as possible. Iceland is a relatively new tourist destination, and having a presence at these events gives the US traveler an opportunity to learn more about the country and discover how easy it is to get there and hence, inspires them to travel there! Due to the volume of quality attendees at these events, our expectations were definitely met.

"Be prepared for a BUSY weekend! The volume of attendees is amazing!"