Most travel advisors return from conferences with a
stack of business cards, a tote bag full of branded swag, and not much else to
show for it. The difference between those advisors and the ones who leave with
real partnerships, new revenue streams, and a stronger brand? Preparation.
I've learned that a travel conference isn't an event;
it's a campaign. And like any good campaign, it requires a strategy before you
ever set foot on the trade show floor.
Start with a single, honest question: Why am I
going?
Not the default answer. The real one. Are you looking
to grow your network, deepen your knowledge of a specific destination, lock in
a co-op marketing deal, or explore what's next in your career? Getting clear on
your objective before you book your flight shapes everything that follows.
Make your profile do the work before you arrive
Most conferences now run on portals where you can
upload a photo, add a bio, and indicate which suppliers you want to meet. Fill
it out completely. A strong profile doesn't just help you get discovered; it
quietly filters out the meetings that were never going to go anywhere anyway.
The right suppliers will find you.
Warm the room before you walk in
Once you have access to the attendee and supplier list,
start connecting on LinkedIn. A short note ahead of the conference,
"Looking forward to meeting you at [Conference]," transforms what
could be a cold introduction into a continuation of a conversation. You get to
business faster. You skip the awkward small talk.
Download the conference app
This one sounds obvious, but you'd be surprised.
Navigating a large convention center without it costs you time you don't have.
The author at a GTM event. (Photo Credit: Belvin Baldwin)
Sharpen your pitch to one sentence
For every scheduled meeting, know exactly what you're
there to say: who you serve and the problem you solve. That clarity signals
confidence and makes you memorable. And if someone you wanted to meet didn't
land on your calendar, stay flexible; social functions and the space between
meetings are where some of the best conversations happen.
Follow up like it's part of the conference itself
Because it is. Reach out promptly, reference your
conversation, restate your objective, and connect on LinkedIn if you haven't
already. That consistent, low-pressure visibility keeps the relationship alive
until you're ready to activate it.
Conferences are investments: in time, money, and
energy. The advisors who treat them that way are the ones who come home with
more than a name tag lanyard.
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