The Shows Must Go On!

It's September and as usual I've been bouncing around the travel agency conference circuit for the past three weeks. As I write this I'm on a flight heading to Mexico for ILTM Americas, the niche luxury travel show in Mayakoba on Mexico's Riviera Maya. But over the past three weeks I've attended Signature Travel Network's owners' conference in Carlsbad, Calif.; ASTA's Global Conference onboard the Norwegian Breakaway; and Nexion's CoNexion 2014 conference in Orlando.

Now, what do all of these events have in common? Well, the short answer is they showcase the vibrancy and diversity of the travel agency business today. There are now more conferences and shows than ever catering to every travel agent in the market today, from luxury-focused travel retailers to large and high successful travel agency owners to independent contractors.

Ironically, the largest of all of these conferences was the event held by Nexion, a mega-host travel agency that counts nearly 3,500 independent contractors as members. Of course, not all of them showed up, but with over 600 participants it was larger than ASTA's global conference.

That just goes to show you how much the market has changed in the past 10 to 15 years. Think about it: The Nexion host agency conference had more attendees than one held by the national travel agency association. Back in the 1990s, ASTA's World Travel Congress attracted around 5,000 or more.

Now if you think that's a knock against ASTA, it's not. Indeed, it's my belief that ASTA has finally turned the corner. It's leaner, more focused on supporting travel agents in the halls of federal and state governments, and even has begun a new program to raise consumer awareness of travel agents in general (though it clearly could use more funds to do so). While attendance at this year's global conference wasn't great. the event was held on a cruise ship with a more limited capacity. And from everything I saw and heard, the quality of the travel agents attending was very good.

I think back two weeks ago to Signature Travel Network's conference, a gathering of roughly 300, including top agency owners who collectively own Signature itself and a roster of top preferred suppliers. There were more technology, product and training initiatives announced at that conference than I can even list in this column, from new digital marketing programs to remote training initiatives to new and more complex booking tools, all aimed at improving the efficiency and sales numbers of Signature agency members. It never fails to amaze me just how complex and imaginative the travel agency business has become today.

Indeed, I could say the same thing about Nexion's conference, where a slew of new programs were introduced, everything from a new air reservations quality control program (yes, travel agents still do book air!) to a new app that serves as a communications tool for travel agents to link with their clients, as well as a lead generation tool that selected agents can use to get new clients.

Now I'm off to the ILTM Americas, an appointments-based show where 150 high-end buyers (read travel agents) meet with 150 luxury niche suppliers. Most of the latter are small boutique hotels and resorts and specialty tour operators. This is the third year travAlliancemedia has been the trade media partner for this event, and the depth and breadth and creativity of luxury travel vendors never ceases to amaze me. If you can think of a luxury experience, they can deliver it, even the ones you never thought of before.

Of course, my conference schedule this September is only a prelude to what's to come: Looming in October are American Express Travel's conference in Orlando and Ensemble Travel Group's conference in Palm Springs, Calif. After that I'm trying to decide the other events to hit in November, from NACTA's conference in Phoenix in late October to OSSN's conference and trade show in Chicago (the Home Based Travel Agent Forum). Then there's Cruise Planners’ conference aboard Royal Caribbean's new Quantum of the Seas and Cruises Inc./Cruise Only's event aboard Princess Cruises' new Regal Princess. And did I mention Signature's annual sales conference (the cooperative's main show) in Las Vegas, also in November.

It really isn't going to end until after I attend ILTM Cannes, the world's largest luxury hotel event, and the U.S. Tour Operators annual conference in Florida. Right now, I'm am tired but exhilarated all at the same time just thinking about this schedule. It's going to be a busy fall! But the travel agency business is once again demonstrating just how vital a force it is in today's travel marketplace.