Ethos has deliberated a lot over the last few years about the benefits of individual properties exhibiting at consumer shows. How do you track the success of such shows and how do you determine which ones to do? As such we have focused our resources on trade shows and assisting tour operators with marketing material to promote our properties when they exhibited at consumer shows. However, we believe that decisions always have to be re-evaluated and when SATOA decided to take a stand at the Destinations holiday & travel show at London Earls Court , a show that attracts an affluent and well travelled consumer audience, offering members the chance to exhibit on a very cost effective basis we felt now was the time to dip our toes once again.
We put our clients into sample itineraries to enable consumers to understand how they can work together and for Destinations showcased our Fairest Cape itinerary which incorporated The Blue Train, Steenberg, Mont Rochelle and Fancourt Hotel.
To assist us in tracking the ROI we produced flyers that “lifted“ actual itineraries from tour operator brochures. We showcased the Kuoni “Taste of South Africa” itinerary which includes The Blue Train, Taj Cape Town and Mont Rochelle and Rainbow Tours “South Africa Sensations” itinerary which includes Garonga, Steenberg and Fancourt.
The SATOA stand attracted a lot of interest from consumers as there was a great mix of product which included South African Airways, The Oyster Box and Tourism KwaZulu-Natal. Any consumers interested in booking holidays we then directed to exhibiting tour operator stands such as Africa Collection and Audley Travel.
Was the show a success? In raising brand awareness with UK consumers – YES. In securing actual bookings? Time will tell and we have the systems in place to track it!