De Cervantes published Don Quixote in 1605. The novel tells the story of an elderly man who becomes so enamored by old stories of brave knights that he seeks out his adventures. The story, the world's first bestseller, was eventually translated into more than 60 different languages and to this day, stands tribute to the romance of adventure.
Interestingly enough, this symbolism might be transcribed to the attendees of the Travel & Adventure Shows. Last Fall, we underwrote some independent research on our attendees by Mercury CSC as I have mentioned in past communiques.
Our attendees have a passion for travel that leads them around the world and then back to our shows year after year with 95% of our attendees planning to return to another show. They are true travel enthusiasts as 86% of attendees booked one or two trips based on meeting an exhibitor at the show.
But, perhaps the most important statistic in this detailed report is how attendees feel about the exhibitors at the Travel & Adventure Shows.
53% found more confidence in making travel plans with the exhibitors based on the involvement with the show.
This meaningful statistic shows that a majority of these Travel Enthusiasts place trust in you and your destination simply because you are an exhibitor in the Travel & Adventure Show. And with the vast proliferation of travel sites on the internet - where every single listing looks fantastic - the confidence your brand gains by being involved with TAS is, indeed, a very valuable benefit.
Now, it's not just the show that makes a difference; it is the array of exhibitors that makes the show different AND trustworthy. By the way, the number one benefit of attending a Travel & Adventure Show as an attendee is unlimited access to the EXPERTS in the Exhibit Booths.
While building brand trust is crucial for all, what has become equally important for many long term exhibitors is the vast friendships and relationships individuals build with other exhibitors, speakers and press. We see it all the time - exhibitors, or should I say friends, greeting each other and the TAS staff show after show. Laughs, business exchanges, catching up on families and just sharing companionship; it's a strong benefit that you just can't put a price on!
For us, we are always excited to see so many of our friends from around the world at each show. Yes, they are customers too, but as I always say - "it's your show," and we feel honored to run it.
But what we love most are the pictures, and dare I say, the SELFIES we are starting to receive from around the world of our exhibitors and speakers with their Travel & Adventure Show gear logos front and center.
For example, here's Chris Kai'aokamalie from Maui Tourism relaxing on his porch and sharing "winter" from his beach home:
Or, how about Eyes on Africa's Nicky and Vanessa on vacation in Venice, Italy with the Travel & Adventure Show water bottles:
So I urge you all to join the fun - SENT US YOUR PICTURE from a special destination or your home town with a piece of Travel & Adventure Show gear, and we'll send you a TAS hat and post it to the world on Facebook!
Again, and as always, a special thank you to our exhibitors for a record-breaking 2014 Show Season. Please know that we are working harder than ever to ensure that 2015 is even better than this past year!
Thanks for reading!
Until next time,
John Golicz
CEO, Unicomm
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