There are days when it might seem this business has far too many trade shows and conferences. The fact is there are many out there, just not too many good ones. But what if you could go to a show that also would have more than 26,000 potential customers attending as well who are very interested in booking travel? Would that be worth it to you? Fortunately, such a show exists -- and it features a full day devoted to the trade as well. The New York Times Travel Show, presented by American Express, will take place at the Jacob K. Javits Center in New York, Feb. 23-25.
On Friday, Feb. 23, the trade day includes a travel industry conference that offers seminars and workshops with some of the top leaders of the travel industry. Performance Media Group, parent of ModernAgent.com and ModernAgent's Travel Pulse Daily, is partnering with The New York Times Travel Show to help program the trade day and publicize the event to agents.
The trade day focuses specifically on ways to help you build your business, with essential seminar panels and workshops on everything from technology to how to better sell tours and cruises and more. The day kicks off at 8:30 a.m. with three workshops designed to help you improve certain specific skills. Scott Koepf, CTC, MCC, general manager of consortium Jurni Network and home-based agency Nexion, will deliver "The Ultimate Selling Workshop," offering specific tools to improve your sales. By using the sales system provided, the goal changes from completing a transaction to creating a lifetime client.
In another session at the same time, Bernie Blomquist, manager-training development for Cruise Lines International Association (CLIA) will offer an interactive seminar with dozens of strategies to reach and satisfy niche clients. The session will explore how both mainstream and specialized cruise products can satisfy your customers' needs. The third opening session will feature Mark Murphy, president, and Scott Whitley, vice president and associate publisher for Performance Media Group, who provide you with ways to better use the web to reach consumers as well as using the web from a business-to-business perspective.
From 10:15 to 11:15 a.m., the trade day will feature three seminar panels that will explores such topics as travel technology, selling cruises, and how the home-based agent market is evolving. During "The Essential Technology for Travel Agents," top travel technology experts will discuss what agents need to know about technology in today's fast-changing market. Confirmed panelists include Performance Media Group's Mark Murphy; Lee Rosen, president of TRAMS, Bob LaCroix, senior vice president-sales and marketing for Trisept Solutions (which developed VAX VacationAccess); Dave Menzel, chief operating officer for G2 SwitchWorks; and Michael Ihl, vice president, product development for Galileo. The session will be moderated by Kate Rice, executive editor-travel technology for Performance Media Group.
At the same time, a panel called "Finding a Cruise for Every Customer" will discuss how the cruise product is evolving and how agents can better position themselves to sell more cruises to a wider range of customers. Confirmed speakers so far include Ken Muskat, vice president-East Coast Region for Royal Caribbean; Jeff Drew, CTC, senior vice president-sales for Oceania Cruises; Terri Burke, MCC, CTC, vice president-business development for Norwegian Cruise Line; and Hans Rood, president of Norwegian Coastal Voyage. The session will be moderated by Theresa Norton Masek, editor in chief of our own Cruise & Vacation Agent magazine.
Finally in the 10:15-11:15 a.m. slot, "How the Home-Based Agent Market is Evolving" will feature a panel of top host agents, home-based groups and at-home agents. It will examine how the relatively new at-home agent market is changing -- and what that means for host agencies and at-home agents. Confirmed speakers include Nexion's Scott Koepf; William Alverson, president and CEO of Joystar Travel Network; Jeff Anderson, vice president-marketing for America's Vacation Center; David Holyoke, vice president-business Development for Tzell Travel; and home-based agent Stacy Small, president of Elite Travel by Stacy. The session will be moderated by Gary Fee, president of Outside Sales Support Network.
A second seminar session will take place from 11:30 to 12:30. During a panel entitled "The Keys to Understanding the New Luxury Market," several luxury travel experts will examine the changes that have occurred in the luxury travel market, how to better target potential clients, and how to understand what constitutes luxury travel for a new breed of customer. At press time, confirmed panelists include Susie Ellis, president of Spa Finder; Jerre Fuqua, president of First Choice Expeditions/Travcoa; and Larry Pimentel, president & CEO of SeaDream Yacht Club, with two more speakers all-but confirmed.
During that same time, I'll weigh in by moderating my own session on "The Evolution of the New Tour Product -- and How to Sell It." This panel of tour experts will examine how the tour product -- both escorted and FIT -- has evolved, as well as how agents can find better ways to sell tour programs. Confirmed speakers include Marc Kazlauskas, president of Insight Vacations; Dennis Pinto, president of Micato Safaris; John Severini, president of Trafalgar Tours; and Navin Sawhney, senior vice president-sales and marketing for Tauck World Discovery.
From 12:45 to 1:45 p.m. there will be luncheon for all travel industry professionals. Bruce Beckham, executive director of Tourism Cares, will speak on giving back through travel. He will be followed by a special guest speaker (plans are still being finalized for this keynoter, but I can promise that you won't want to miss him). Then from 2 p.m. to 7 p.m. the giant trade show floor, featuring more than 500 booths, will be open for travel professionals only.
The afternoon also will feature several dedicated seminars. From 2 to 3 p.m., the Greek National Tourism Office and Travel Impressions will both offer seminars. From 3 to 4 p.m., Mark Travel and Trisept Solutions are scheduled to hold a seminar on VAX VacationAccess, and Tauck World Discovery will have a dedicated seminar on its products and services. From 5 to 7 p.m., there will be an opening reception for all travel professionals -- agents and suppliers.
So I urge you to register now for the New York Times Travel Show trade day -- and stay on through the weekend to mix with more than 26,000 consumers who obviously want to travel just by the mere fact they are attending the show. And make sure you bring your business cards!
New this year during the consumer event is a Taste of the World pavilion, which will feature culinary exhibitions and noted chefs. Consumer seminar speakers include Rick Steves, Peter Greenberg, Arthur and Pauline Frommer, Val d'Elia, and Stephanie Abrams. There also will be a stage featuring cultural music and dances, clowns from Ringling Brothers Bros. and Barnum & Bailey Circus, and animals from Sea World/Busch Gardens. The consumer trade show is open to the public Saturday, Feb. 24, from 10 a.m. to 7 p.m., and Sunday, Feb. 24, from 10 a.m. to 5 p.m.
Registration for travel agents is free through Jan. 12, but $15 after that. For more information or to register, visit www.nytimes.com/travelshow. You can also email info@nyttravelshow.com. I look forward to seeing you at the show!
James Shillinglaw, CTC
Editor in Chief
jshillinglaw@pmgemail.com