RESULTS - EVENT SUMMARY - DALLAS SEPTEMBER 11-12, 2021 - Travel and Adventure Show
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10 TH ANNUAL
DALLAS
SEPTEMBER 11-12, 2021
DALLAS MARKET HALL
WWW.TRAVELSHOWS.COM
RESULTS - EVENT SUMMARY
/TravelandAdventureShow @TravAdventure @TravAdventure
2021 DALLAS
TRAVEL & ADVENTURE SHOW
Date: September 11-12, 2021
Venue: Dallas Market Hall
Location: 2200 N Stemmons Fwy, Dallas, TX 75207
Hall: 106,875 sq. ft.
THANK YOU TO OUR SPONSORS
CONTRIBUTING SPONSOR: FEATURED DESTINATION: PHOTO BOOTH SPONSOR: MEDIA SUPPORTER:
TRAVEL INDUSTRY PARTNERS:
PRODUCED BY:
ATTENDANCE SUMMARY
2021
TOTAL ATTENDANCE: 3,618
TRAVEL TRADE: 650
TRAVEL ADVISORS: 136
PRESS: 22
HOUSEHOLD INCOME (HHI) ATTENDEE GENDER
+52% Earn Over $100,000 (48% Earn +$150k)
$250k+ 21%
52% 48%
$150k - $250k 27%
$100k - $150k 26%
$75k - $100k 13%
$50k - $75k 9%
HEADLINE SPEAKERS & STAGES
In 2021, the 10th annual Dallas Travel & Adventure
Show took place for the first live TAS event since Keynote Speakers Included:
the Covid-19 pandemic. The event was designed
to provide updated information, actionable advice
SAMANTHA BROWN
and carefully tailored content the audience of
qualified travel consumers and advisors. Emmy Award-Winning
Host, Samantha
Brown’s Places to Love
The Travel Theater, where attendees go for
inspiration and advice from travel celebrities, was
busy all weekend long. Paul Theroux, Samantha PETER GREENBERG
Brown, Rudy Maxa and Peter Greenberg all spoke Emmy Award - Winning
to travelers on the main stage throughout the Investigative Reporter,
CBS News Travel Editor
weekend.
At the Destination Theater, dozens of sessions PAUL THEROUX
spanning both show days provided educational
Bestselling Author,
workshops based on specific destinations. From Novelist, Travel Writer
road tripping through Arizona and cruising from
Miami, to exploring Alaska and The Bahamas,
attendees had the opportunity to learn about RUDY MAXA
various destinations from around the world in 30
Travel Journalist &
minute sessions. Broadcaster
On the Savvy Traveler Theater, attendees enjoyed
sessions on both days dedicated to providing
actionable advice on how to travel safer, cheaper
and more efficiently. From budget travel tips and
booking the cheapest flight possible, to the latest
in travel technology and how to maximize private
tours, Travel & Adventure Show consumers packed
the theater each day.
New for the Dallas event in 2021 was the Frequent
Traveler University Theater, featuring content on
how to maximize rewards points, receive airline
and hotel upgrades, as well as comparing credit
cards to achieve travel dreams.
In addition to meeting with our vendors, attendees
engaged in activities such as:
+ Travel Theater
+ Destination Theater
+ Savvy Traveler Theater
+ Frequent Traveler Theater
+ Arizona Office of Tourism Photo Booth
+ Meet & Greet
FOR INFORMATION ON EXHIBITING: 203.878.2577 | sales@travelshows.com | TR AV ELSHOWS.COM
PROMOTION SUMMARY For the 2021 Dallas event, the advertising mix included a strong schedule of television and radio programming, digital and social promotion, as well as a billboard strategy that targeted high net-worth communities in the Dallas/ Forth Worth area. Broadcast Television: Two of the top stations in the market, ABC and CBS, were utilized to spread the word 10 days out from the event. With over 225 commercials running during hyper-targeted day parts, overall television impressions came in at 10.8 million. Radio: Between KLTY-FM, KLUV-FM, and WBAP-AM, plus their streaming counterparts, over 365 radio spots ran over the span of two and a half weeks. About 4.9 million radio impressions were served, boosting exposure across the top radio stations in the Dallas/Ft. Worth metro area. Out of Home: Both static and digital billboards were placed on major freeways in and out of Dallas, targeting affluent suburbs over a 4-week time period leading up to the event. This campaign generated over 9.7m impressions to Dallas-area commuters. Digital Campaign: Using both informative and compelling content for travelers who have been craving adventure (especially in recent months!), we saw a substantial spike in our social media presence preceding the Dallas show. Our organic social media generated explosive reach (up 14,113%!) and engagement (up 22,601%!) from August 1st to September 11th. This means that we are not only reaching the right audience, but more importantly, the audience is engaging and interacting with our messaging- yielding better qualified and more lucrative attendees at the show. This also echoes much of the feedback that we have received from Dallas TAS exhibitors. Similarly, we saw considerable growth with our paid social media. After restrategizing our desired targets and rewording content to reflect our commitment to the health and safety of our customers during the Delta variant wave of Covid-19, we saw a substantial uptick in reach and interactions as well. Stay tuned for more innovative ideas, approaches updates, and results as we blaze the post-covid travel trail! FOR INFORMATION ON EXHIBITING: 203.878.2577 | sales@travelshows.com | TR AV ELSHOWS.COM
TESTIMONIAL Deon Barnard - CEO Go Touch Downs Travel and Tours “This past weekend, Sept 11-12th was the first Travel and Adventure Show in 18 months. The road has been long and bumpy for all us since the last show in DC back in March 2020. I’m grateful that the Travel and Adventure show continuously worked to find us this opportunity in Dallas in the Fall, which in itself was an unusual time of the year for the Trade Show. Don’t get me wrong, people are still hesitant to return to normal and covid is very much on everyone’s mind when they consider attending an event like this or when they consider to travel, especially Internationally. But what a pleasant surprise we had this past weekend. Quality walked through the doors in Dallas. They had more credibility questions than usual, this I can tell you, but oh my were they ready to book and plan their trip. We did bookings at the show and took deposits for travel in 2022. The formula was simple. Be flexible if they want to rebook. Give them extensions. Work with the clients. Im really looking forward to Atlanta and San Francisco. I believe the 2022 Travel and Adventure shows are going to be very special and will attract the serious buyers. The New York show is a fabulous addition. What a great way to kick off 2022. Thank you - Dallas was a wonderful start to what I believe could be the best quality buyer season to walk through the doors in years.” FAM-TAS PROGRAM SUMMARY The FAM-TAS Travel Advisor Program was offered on day one of the 2021 Dallas Travel & Adventure Show. This turn-key program provided a platform for select destinations and travel suppliers to connect with, educate and familiarize Travel Advisors with how best to market and sell their products through a dynamic schedule of catered presentations and show floor passport program. 2021 FAM-TAS TRAVEL ADVISOR FAM-TAS PROGRAM SPONSORS: PROGRAM ATTENDANCE SATURDAY, SEPTEMBER 11 Travel Advisors: 136 2021 FAM-TAS PRESENTATION SPONSORS • Visit Anchorage • Tourism Authority of Thailand • Israel Ministry of Tourism • Millennials in Travel 2021 PASSPORT PROGRAM SPONSORS • Visit Anchorage • Tourism Authority of Thailand • Israel Ministry of Tourism • Arizona Office of Tourism • The Islands of the Bahamas • Florida Keys & Key West • Travel Juneau TESTIMONIAL Spiff Chambers, Membership & Advertising Sales Manager, Visit Anchorage “The advisors in attendance took notes, asked great questions, indicated that they really appreciated the chance to hear about Alaska from the perspective of a passionate Alaskan. Many of them stopped by our booth after the presentation. They thanked us for being there, told us about previous trips they’ve made to our state, future plans to visit, and some asked specific questions to help clients that they are currently helping book a future trip to Alaska. I appreciated their kind attention to our presentation from start to finish.” FOR INFORMATION ON EXHIBITING: 203.878.2577 | sales@travelshows.com | TR AV ELSHOWS.COM
JOIN US NEXT YEAR
IN THESE MARKETS
CHICAGO
FEBRUARY 5-6, 2022
WASHINGTON D.C.
FEBRUARY 26-27, 2022
BOSTON
MARCH 5-6, 2022
LOS ANGELES
INTERESTED IN EXHIBITING/SPONSORING: MARCH 12-13, 2022
P: 203 - 878 -2577
E : S A L E S @T R AV E L S H O W S . C O M
DALLAS
W W W.T R AV E L S H O W S . C O M
APRIL 2-3, 2022
PRODUCED BY: ATLANTA
APRIL 23-24, 2022
DENVER
APRIL 30-MAY 1, 2022
S.F./BAY AREA
MAY 21-22, 2022
NOTE: DATES SUBJECT TO CHANGE
/TravelandAdventureShow @TravAdventure @TravAdventure TRAVELSHOWS.COM
REV 062121
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