6TH ANNUAL SAN DIEGO JANUARY 18-19, 2020 SAN DIEGO CONVENTION CENTER WWW.TRAVELSHOWS.COM RESULTS - EVENT SUMMARY /TravelandAdventureShow @TravAdventure @TravAdventure 2020 SAN DIEGO TRAVEL & ADVENTURE SHOW Date: January 18-19, 2020 Venue: San Diego Convention Center Location: 111 W. Harbor Dr San Diego, CA 92101 Hall: E & F - 95,300 nsq. ft. THANK YOU TO OUR SPONSORS MAJOR SPONSOR: SUPPORTING SPONSOR: CONTRIBUTING SPONSORS: VACATION OWNERSHIP SPONSOR: PHOTO BOOTH SPONSORS: PASSPORT ACCEPTANCE PROGRAM: GLOBAL BEATS STAGE SPONSOR: MEDIA SUPPORTERS: TRAVEL INDUSTRY PARTNERS: PRODUCED BY: ATTENDANCE SUMMARYSUMMARY 2020 2019 TOTAL ATTENDANCE: 15,437 15,311 TRAVEL TRADE: 1,322 1,275 TRAVEL AGENTS: 328 391 PRESS: 87 93 HOUSEHOLD INCOME (HHI) ATTENDEE GENDER +74% Earn Over $100,000 (A +4% increase over 2018) 250k+ 21.8% 52% 48% 150k - 250k 19.6% 100k - 150k 33.8% 75k - 100k 11.4% 50k - 75k 10.1% 50k 3.5% ATTENDEE AGE 2020 TRAVEL EXPENDITURE 2020 2019 +76% Spend Over $5,000 on Travel 2019 (+ 5% over 2018) 30% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% < $2,000 $2k- $2.5k - $5k - $10k+ 18 -24 25-34 35-44 45-54 55-65 65+ $2.5k $5k $10K FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM HEADLINE SPEAKERS & STAGES In 2020, the San Diego Travel & Adventure Show provided new, updated content and speakers to Keynote Speakers Included: engage attendees. The result? Almost all sessions on all stages on both Saturday and Sunday were PETER GREENBERG standing room only. Emmy Award-Winning Investigative Reporter, The Travel Theater, where attendees go for CBS News Travel Editor inspiration and advice from travel celebrities, welcomed back Peter Greenberg and Patricia CHERYL STRAYED Schultz. And renowned author Cheryl Strayed, also Author of the New spoke to tens-of-thousands of consumers. York Times Bestselling Memoir “Wild” At the Destination Theater, dozens of sessions spanning both show days provided educational WAYNE DUNLAP workshops based on specific destinations. From Experienced Traveler (100 luxury train tours and The Bahamas, to Taiwan and Countries), Author of Plan the Cook Islands, attendees had the opportunity to Your Escape® and TripAdvisor Top 25 Travel Blogger learn about various destinations from around the world in 30 minute sessions. PATRICIA SCHULTZ On the Savvy Traveler Theater, attendees enjoyed Bestselling Author of 1,000 Places to See Before You over 15 sessions over both days dedicated to Die and 1,000 Places to See providing actionable advice on how to travel in the United States and Canada Before You Die 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 + Coconut Climb Booth + Tune In to the National Parks with ParkTracks Booth + Visit Redding Photo Booth FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM PROMOTION SUMMARY 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 San Diego Show’s media mix grew 9% in overall impressions year over year. Broadcast Television: Two of the top stations in the market, CBS and NBC, were utilized to spread the word 10 days out from the event. With over 540 commercials running during hyper-targeted day parts, overall television impressions grew 8% year over year. Radio: Between KYXY, KXSN, KBZT, KFMB-FM and KFMB-AM, over 800 radio spots ran over the span of two and a half weeks. Over 6.1 million radio impressions were served, boosting exposure across the top radio stations in the San Diego area. This integrated radio campaign increased overall radio impressions over 14% year over year. Out of Home: Targeting high-affluent areas around the San Diego area, multiple bulletins and posters were placed on major freeways and high traffic areas. This program resulted in over 10.4 million impressions, an increase over 2019. Digital Campaign: In addition to digital campaigns with TV and radio partners, an outside digital marketing agency, AdTaxi, put together a campaign that spanned across social media, programmatic banner + video ads, and connected TV. The results? Over 1 million digital impressions to qualified prospects that met the Travel & Adventure Show’s demographic. 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 San Diego. On the Friday before the show, FOX came to the convention center and activated two live- remotes featuring Travel & Adventure Show personnel as well as celebrity speakers and TAS sponsors. FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM PROMOTION SUMMARY - CONTINUED FACEBOOK: Within the 3 Weeks leading up to, and including, the San Diego Event, the Travel & Adventure Show Facebook advertising campaign targeted San Diego area travelers, promoting event speakers, sponsors and exhibitors. These ads reached 245,000 people while creating 350,000 impressions, drawing more attention to the event and driving ticket sales. Additionally, The Travel & Adventure Show Facebook Advertising campaign included a separate San Diego Event Response Campaign that reached 20,000 people while creating 40,000 impressions and 504 event responses. TWITTER: By engaging celebrity speakers, local and national bloggers and industry professionals, @TravAdventure created over 15,000 organic impressions. The San Diego hashtag, #SanDiegoTravelShow was used in over 100 Tweets. INSTAGRAM: Within 3 Weeks leading up to, and including, the San Diego Event, Travel & Adventure Show Instagram advertising campaign targeted San Diego area travelers, promoting event speakers, sponsors and exhibitors. These ads reached 83,000 people while creating 100,000 impressions. #SanDiegoTravelShow was used in over 100 posts leading up to, and including the San Diego event. TESTIMONIALS Prescott, Bahamas David, Visit Anchorage “We met with many interested people. The demographic is “We saw that the San Diego show is better than past years. great in San Diego because many of them have visited one Consumers have recognized this both from the past 2-3 of the islands from a cruise trip and now they are interested years, and have come with specific, tailored questions in booking specific land travel. A lot of the questions before booking. We are really happy to see consumers again are centered on the right travel months, hotel stays, and that we’ve seen in the past that are booking their trips this special activities on the islands. Our work with the Travel year. Many of their questions are tailored to the winter train & Adventure Show staff is perfect! We love how simple it or activities related to Aurora lights, fishing, and wildlife is to pay everything upfront and have everything set up at sightings. We saw and spoke with many highly interested every location. We were very happy about the television people who are in the final steps of booking their travel. We broadcast media opportunity for Friday morning, however, love Christina from the Travel & Adventure Show staff and we were unable to attend based on our availability. We’ve everything is perfect. We catch some media interest as it had some media stop by, too.” comes by!” FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM FAM-TAS PROGRAM SUMMARY The Travel & Adventure Show launched the FAM-TAS Travel Advisor Program on day one of the San Diego 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. 2020 FAM-TAS TRAVEL ADVISOR FAM-TAS PROGRAM SPONSORS: PROGRAM ATTENDANCE SATURDAY, JANUARY 18 Travel Agents: 328 2019 FAM-TAS PRESENTATION SPONSORS • Visit Anchorage • Cruise Line Panel • Taiwan Tourism • Millennials in Travel Panel • Baja Norte 2019 PASSPORT PROGRAM SPONSOR • Florida Keys & Key West • Bahamas • Holland America Line • Visit Anchorage • Taiwan Tourism • Baja Norte TESTIMONIALS Cathy Hung, Deputy Director, Taiwan Tourism Bureau’s Los Angeles office “This is a very good platform to have the closer interaction with travel advisors during the travel show. Although it was held on the long weekend, the attendance rate and advisors’ quality both are pretty high. We are glad that we made the right decision being part of it and having this great opportunity to introduce Taiwan and our valued partner, SITA World Tours’ exclusive Taiwan tours and sale incentives to advisors.” FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM JOIN US THIS YEAR IN THESE MARKETS DALLAS SEPTEMBER 11–12, 2021 BOSTON SEPTEMBER 25–26, 2021 ATLANTA OCTOBER 16-17, 2021 INTERESTED IN EXHIBITING/SPONSORING: P: 203-878-2577 E: [email protected] SF/BAY AREA WWW.TRAVELSHOWS.COM OCTOBER 23-24, 2021 PRODUCED BY: DENVER NOVEMBER 6–7, 2021 NOTE: DATES SUBJECT TO CHANGE /TravelandAdventureShow @TravAdventure @TravAdventure TRAVELSHOWS.COM REV 051721.