Ten ways travel marketers can make World Travel Market work for them

As World Travel Market hoves into view once again, travel marketers across the land are wrestling with the perennial attendance dilemma. Is it worth the cost, and the investment of time during what is the run-in towards the busiest period of the travel marketing calendar, for travel marketers to attend what remains ostensibly a product and commercial marketplace? PR people and agency teams aside – who will be busy scrabbling to secure interviews, chats, passing waves…anything…with the media who attend the show for their clients, or going to The Fox – is there value in other task-rich / time-poor marketing specialists from social, CRM, paid search or brand marketing making the hike to ExCel? 

The answer to those questions, from our POV at least, is ‘yes’. 

WTM is huge, unwieldy and the bagels are overpriced. But the fact remains it’s where the travel industry world comes together. It’s where you can meet and connect with fellow professionals. It’s where you can learn about key trends, technologies or tropes which will impact your brand or client in the future. It’s where you can be inspired by the work of competitors and skilled operators in industry sectors outside of your own. And it’s where you can lift your head out of the furrow of your daily ploughing to be reminded of what it is we’re here to do – which is to create the means by which people travel around the world. 

As strategists, our answer will always be to have a plan. Here’s our 10-point guide for travel marketers to get the most from WTM. It’s not too late! 

1. Detailed pre-event planning:

• Plan your route: Given the size of the venue, map out a route for each day to minimise backtracking.

• Check session schedules: Prioritise seminars or panels you want to attend. Set reminders on your phone so you don’t miss them.

• Be honest: Do you need to be there everyday? The answer is probably ‘no’ - and pre-planning will help you to make the most of the time you do have

2. Start by segmenting: 

• Research exhibitors: Go through the exhibitor list on the WTM website and overlay them with your customer segments. Prioritise those that align with your business or interests and make sure you’re targeting them.

3. Dress for success:

• Function over fashion: Opt for comfortable footwear. Consider layers, as the venue’s temperature can vary. Bags can be checked into the cloakroom (although these can be subject to long queues) so you can travel light on the show floor itself. 

• Professional appearance: While comfort is key, maintain a professional appearance to make a good first impression.

4. Efficient networking:

• Elevator pitch: Prepare a brief and compelling introduction about yourself or your business for spontaneous interactions.

• Business Cards: Still a thing and useful to have easily to hand, but be mindful about not overusing them and creating waste.

• Digital Networking: Use apps like LinkedIn to instantly connect with new contacts

5. Maximise seminar benefits:

• Take notes: Use a digital device or a traditional notepad. Jot down key insights, names, or follow-up actions.

• Participate: Engage in Q&A sessions. It’s a chance to get direct insights and make yourself known.

6. Leverage social media:

• Update: Share real-time insights, photos, or interesting stands. Use the official WTM hashtag.

• Engage: Like, share, and comment on posts related to WTM. It increases your visibility among attendees.

7. Recharge and reflect:

• Scheduled breaks: Identify quieter spots or lounges where you can rest and recharge before plunging back into the throng

• Stay hydrated and well nourished: Carry a refillable water bottle, and take advantage of ExCel’s numerous places to dine (but be prepared to queue and pay!).

8. Stay updated with innovations:

• Dedicate time: Set aside specific times to explore new exhibitors or technology showcases without any agenda.

• Ask questions: Engage with exhibitors about their offerings. You might discover a solution you hadn’t considered.

9. Organise collected materials:

• Digital vs. physical: Consider taking photos of brochures or using apps like Evernote to reduce the amount you’re carrying.

• Nightly review: Spend 15 minutes each night organising and reviewing the day’s materials.

10. Post-event action steps:

• Follow-up emails: Within a week of the event, send personalised follow-up emails to new contacts.

• Implement learnings: Discuss with your team or reflect on how to implement new insights or technologies into your business.