CHICAGOFEBRUARY 8-9, 2020DONALD E. STEPHENS CONVENTION CENTER

WWW.TRAVELSHOWS.COM

RESULTS - EVENT SUMMARY

/TravelandAdventureShow @TravAdventure @TravAdventure

16TH ANNUAL

2020 CHICAGO TRAVEL & ADVENTURE SHOW

THANK YOU TO OUR SPONSORS

Date: February 8 -9, 2020

Venue: Donald E. Stephens Convention Center

Location: 5555 N. River Road Rosemont, IL 60018

Hall: F - 184,000 sq. ft.

TRAVEL INDUSTRY PARTNERS:

PRODUCED BY:

OFFICIAL TRAVELAGENCY PARTNER:

GLOBAL BEATS STAGESPONSOR:

SUPPORTING SPONSOR:

OFFICIAL CRUISE SPONSOR:

16

NOW IN OUR

YEAR!

th

CONTRIBUTING SPONSOR:

MAJOR SPONSORS:

PHOTO BOOTH SPONSOR:

PASSPORT, GLOBAL ENTRY & TSA PRECHECK PROGRAMS:

MEDIA SUPPORTERS:

REGISTRATION SPONSOR:PRIZE DRAWING BOOTH SPONSOR:

VACATION OWNERSHIP BOOTH SPONSOR:

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ATTENDANCE SUMMARY

15%

5%

10%

15%

20%

25%

30%

HOUSEHOLD INCOME (HHI)

81.1% Earn Over $75,000 (A 3.5% increase over 2018)

76% in Peak Earning Years 35-65

ATTENDEE AGE

TOTAL ATTENDANCE: 27,86327,981

TRAVEL TRADE: 2,0991,950

TRAVEL AGENTS: 607598

PRESS: 118103

ATTENDANCE SUMMARY:

ATTENDEE GENDER

2020

2019

2020 2019

49%Spend Over $5,000 on Travel(+ 2% over 2018)

TRAVEL EXPENDITURE 2020

2019

< $2,000 $2k- $2.5k

$2.5k - $5k

$5k - $10K

$10k+

52% 48%

5%

10%

20%

25%

30%

18 -24 25-34 35-44 45-54 55-65 65+

<$50k 3.7%

$50k - $75k 12.9%

$75k - $100k 22.4%

$100k - $150k 32.7%

$150k + 28.3%

HEADLINE SPEAKERS & STAGES

Keynote Speakers Included:In 2020, the Chicago Travel & Adventure Show provided new, updated content and speakers to engage attendees. The results? Almost all sessions on all stages on both Saturday and Sunday were standing room only.

The Travel Theater, where attendees go for inspiration and advice from travel celebrities, welcomed back Rick Steves and Pauline Frommer. Josh Gates and Peter Greenberg also spoke to tens of thousands of attendees across the weekend.

At the Destination Theater, dozens of sessions spanning both show days provided educational workshops based on specific destinations. From luxury train tours and The Bahamas, to AAA Vacations and the Cook Islands, attendees had the opportunity to learn about various destinations from around the world in 30 minute sessions.

On the Savvy Traveler Theater, attendees enjoyed over 15 sessions over both days dedicated to providing actionable advice on how to travel safer, better, and more efficient. From packing tips and solo travel advice, to budget tips and how to be a travel influencer, Travel & Adventure Show consumers packed the theater each day.

For those attendees searching for cultural experiences, the Global Beats Stage provided just that. With over 20 cultural performances, attendees got to feel the beat and rhythm of faraway cultures from around the globe.

In addition to meeting with our vendors, attendees engaged in activities such as:

+ Travel Theater+ Destination Theater + Savvy Traveler Theater + Global Beats Theater+ Segway & Trikke Rides+ Virtual Reality+ Obstacle Course+ Camel Rides+ Miami Photo Booth

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RICK STEVES

Travel Writer, Hostof Rick Steves’ Europe and Travel with Rick Steves

PAULINE FROMMER

Editorial Director of the Frommer’s Guides and Publisher of Frommers.com

JOSH GATES

Explorer, Host of Discovery Channel’s Expedition Unknown

PETER GREENBERG

Emmy Award - Winning Investigative Reporter, CBS News Travel Editor

Broadcast Television:

Two of the top stations in the market, ABC and NBC, were utilized to spread the word 10 days out from the event. With over 300 commercials running during hyper-targeted day parts, overall television impressions came in at 18 million, which is an 11% increase year over year.

For the 2020 Travel Show Season, the Marketing Team was tasked with not only increasing attendance, but also increasing the quality of attendees who walked through the show doors. The result? The Chicago Show’s media mix grew 14% in overall impressions year over year.

Out of Home:

Targeting high-affluent areas around the Chicago area, multiple bulletins and posters were placed on major freeways and high traffic areas. This program resulted in over 23 million impressions, an increase over 2019.

Radio:

Between WWBM-AM, WXRT-FM, WBIG-FM and WLS-AM/FM, over 430 radio spots ran over the span of two and a half weeks. Over 9.2 million radio impressions were served, boosting exposure across the top radio stations in the Chicago area. This integrated radio campaign increased overall radio impressions over 6% year over year.

Digital Campaign:

In addition to digital campaigns with TV and radiopartners, an outside digital marketing agency, AdTaxi, put together a campaign that spanned acrosssocial media and programmatic banner ads. Theresults? Over 3.5 million digital impressions to qualifiedprospects that met the Travel & Adventure Show’sdemographic.

Media Coverage:

In the weeks leading up to the event, various print and radio interviews were set up with exhibitors, speakers, and Travel Show Management. Throughout the week of the show, radio interviews and local news stories covered the Travel Show in Chicago. Multiple in-studio opportunities were activated, included coverage on ABC’s Windy City Live. PR impressions for the Chicago Show exceeded 3.5 million.

PROMOTION SUMMARY

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FACEBOOK:

Within the 3 Weeks leading up to, and including, the Chicago Event, the Travel & Adventure Show Facebook advertising campaign targeted Chicago area travelers, promoting event speakers, sponsors and exhibitors. These ads reached 737,000 people while creating 1,807,000 impressions, drawing more attention to the event and driving ticket sales. Additionally, The Travel & Adventure Show Facebook Advertising campaign included a separate Chicago Event Response Campaign that reached 39,000 people while creating 64,220 impressions and 635 event responses.

TWITTER:

By engaging celebrity speakers, local and national bloggers and industry professionals, @TravAdventure created over 38,000 organic impressions. The Chicago hashtag, #ChicagoTravelShow was used in over 150 Tweets..

INSTAGRAM:

Within 3 Weeks leading up to, and including, the Chicago Event, Travel & Adventure Show Instagram advertising campaign targeted Chicago area travelers, promoting event speakers, sponsors and exhibitors. These ads reached 634,000 people while creating 1,221,000 impressions. #ChicagoTravelShow was used in over 100 posts leading up to, and including the Chicago event.

Jessica Brady, AAA TravelThe 2020 Chicago Travel & Adventure Show was the best yet! AAA had members drive all the way from Wisconsin to take advantage of great travel deals, learn insider tips, and hear from experts like Josh Gates and Rick Steves. Our Travel Advisors are still still busy booking vacations for our members who attended the show!

PROMOTION SUMMARY - CONTINUED

TESTIMONIALS

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2020 FAM-TAS PROGRAM ATTENDANCESATURDAY, FEBRUARY 8

Travel Agents: 95

2020 FAM-TAS PRESENTATION SPONSORS

• Tourist Office of Taiwan• Family Travel Association• Switzerland Tourism• Destination Weddings & Honeymoon Specialists Association• MSC Cruises

2020 PASSPORT PROGRAM SPONSOR

• Tourist Office of Taiwan• Switzerland Tourism• MSC Cruises• Tucan Travel • Travel Nevada • Florida Keys & Key West • Boreal River Adventures • Bahamas • Touch Croatia • Holland America Line • Safariline, Ltd. • Greater Fort Lauderdale • Park ‘N Fly

FAM-TAS PROGRAM SUMMARY

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The Travel & Adventure Shows’ FAM-TAS Travel Advisor Program took place on day one of the 2020 Chicago Travel & Adventure Show. This turn-key program provided a platform for select destinations and travel suppliers to connect with, educate and familiarize retail travel advisors with how best to market and sell their products through a dynamic schedule of catered presentations and show floor passport program.

FAM-TAS PROGRAM SPONSORS:

Florin Eggenberger, Project Manager Trade & Marketing, Switzerland Tourism“The T&A Show FAM-TAS trade lunch is a great platform to promote and update our travel advisors on Switzerland. The 1 hour session allows us to share in-depth information on Switzerland and reveal valuable information that is relevant for advisors. Moreover, the lunch style setting creates an atmosphere that is interactive and fun.“

Connie Reed, Midwest Wanderer“Love it! This is our second year we’ve participated in FAM-TAS and find it a great way to get more detailed info on a few places/programs, more than we could get in just stopping at the booth.”

TESTIMONIALS

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