Travelmole Guest Comment: The importance of attending industry events

Business Travel Market launches at Excel next week. The exhibition’s founder, Paul Robin, outlines the benefits of attending travel industry events.

“The travel industry offers a plethora of events to attend outside the workplace – exhibitions, seminars, networking events, conferences, roadshows and membership organisations’ events. My advice to those starting out in the industry is take advantage of what’s on offer as there is no question that enthusiastic participation will further your career. For those already climbing the ladder there is always more to learn, new people to meet and of course your own company to promote.

How do you feel about travel industry events? Are you keen to attend all that’s on offer? Do you look forward to them, volunteer to attend or do you see them as a chore? If you think it’s a chore then I would question your commitment to this exciting industry.

Education, training, contacts, new business and time and cost effectiveness are the main reasons to get out there.

It’s impossible to attend everything and with many companies fine-tuning expenses, industry events may have been sacrificed on the spreadsheets. Careful research though will reveal events that are free to attend and a selection of networking events outside normal office hours, which won’t encroach on the working day. And with many events offering free educational seminars it can be cost effective when compared to expensive training courses.

Nobody can ever say there’s nothing left to learn. All the major travel events offer the chance to listen to high profile speakers. Grab the opportunity, soak up the content and at the end there’s often a chance to ask questions – be brave ask them. If you ask a good one you could see your name in print as these events are generally covered by the press – all good personal profile.

In addition there is usually a programme of educational seminars – could be on specific products, sales and marketing issues or new technology. Attend as many as possible and take notes.

All industry events, but especially the membership organisations, are excellent for making new contacts. Some have quite small gatherings where it’s easy to talk to everyone present and they may have some formal networking events where everyone is there for the same reason. The travel industry is known as being ‘clichey’ but also welcoming, so talk to people and you’ll soon find yourself knowing more and more people. You’ll meet the people you’ve seen speaking on panels and they’ll be impressed that you took in what they said.

What’s the best way to get new business? Not by cold calling. How much easier it is to approach people you already know from industry events. And if you’re a buyer the larger industry events showcase a wide range of travel products from airlines to the latest software – much more time effective to meet a dozen companies in one place rather than trekking all over the country. Plus you only have to pay the travel expenses the once.

Finally let’s not forget we work in a fun social industry and it’s easy to get bogged down and work long hours, so remember to schedule in some glamorous award events and black tie dinners – some big deals have been done at the late night bars!”