p36-37 frontline Jan22 19/1/10 11:56 Page 36
knowledge trade shows
ttglive.com
Exhibiting
The Baby Show
Be a shameless
exhibitionist
Many agents exhibit at wedding fairs but far fewer put up a stand at niche interest
events such as the Outdoor Show and the Baby Show. Debbie Ward talks to three
agents who are bucking the trend about the leads and revenues these shows generate
A
n annual social event for large, Florida every year, another have an anniver- far fewer take Owens’ approach and
bearded gay men known as sary holiday every year in Gran Canaria. I exhibit at shows catering for other niche
“bears” may not sound an obvious do have a lot of sales from it and it generates interests.
place to sell holidays but for word-of-mouth recommendations.” Dive specialist Crusader Travel in
Future Travel homeworker and TTG Face Owens even courts the gay market selling Twickenham is one agency that does. It sees
of Travel Martin Owens, it travel at European fetish attending The Dive Show in London and
makes perfect sense. shows. “The clients know Birmingham as an integral part of its year.
Owens, who specialises in they’re going to be put into “It’s part of our annual promotion,” says
gay travel, exhibits at Manches- accommodation where owner Bruce Lyons. “Between the two shows
ter’s Great British Bear Bash they’re going to be welcome, we see probably 100% of the dive market.”
alongside artists, gift retailers not necessarily gay-run but Unlike at Owens’s niche shows, competi-
and charities. “I have quite a gay-friendly,” he says. tion is fierce – with travel exhibitors
number of people who book While plenty of agents numerous and visiting dive clubs haggling
through me because I go to the include wedding fairs as for discounts. Lyons concentrates on pushing
events. One couple go to TTG Face of Travel Martin Owens part of their business plan, the unusual dive spots he offers and the
36 22.01.2010
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