SAN DIEGOJANUARY 19-20, 2019SAN DIEGO CONVENTION CENTER

WWW.TRAVELSHOWS.COM

RESULTS - EVENT SUMMARY

/TravelandAdventureShow @TravAdventure @TravAdventure

6TH ANNUAL

2019 SAN DIEGO TRAVEL & ADVENTURE SHOW

THANK YOU TO OUR SPONSORS

Date: January 19-20, 2019

Venue: San Diego Convention Center

Location: 111 W. Harbor Dr San Diego, CA 92101

Hall: F & G - 93,126 nsq. ft.

MAJOR SPONSOR:

TRAVEL INDUSTRY PARTNERS:

SUPPORTING SPONSOR:

PHOTO BOOTH SPONSORS:

CONTRIBUTING SPONSORS:

GLOBAL BEATS STAGE SPONSOR: MEDIA SUPPORTER:

OFFICIAL PR PARTNER: PRODUCED BY:

FOR INFORMATION ON EXHIBITING: 203.878.2577 | sales@travelshows.com | TRAVELSHOWS.COM

ATTENDANCE SUMMARY

15%

5%

10%

15%

20%

25%

30%

HOUSEHOLD INCOME (HHI)

+74% Earn Over $100,000 (A +4% increase over 2018)

TOTAL ATTENDANCE: 15,23215,311

TRAVEL TRADE: 1,3741,275

TRAVEL AGENTS: 396391

PRESS: 9693

ATTENDEE GENDER

2019 2018

+76% Spend Over $5,000 on Travel(+ 5% over 2018)

TRAVEL EXPENDITURE 2019

2018

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

$2.5k - $5k

$5k - $10K

$10k+

48% 52%

5%

10%

20%

25%

30%

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

<$50k 3.5%

$50k - $75k 10.2%

$75k - $100k 12.3%

$100k - $150k 32.8%

$150k - $250k 19.8%

$250k+ 21.4%

ATTENDANCE SUMMARY

2018

ATTENDEE AGE 2019

HEADLINE SPEAKERS & STAGES

Keynote Speakers Included:In 2019, the San Diego Travel & Adventure Show

provided new, updated content and speakers to

engage attendees.

The Travel Theater, where attendees go for

inspiration and advice from travel celebrities,

welcomed Discovery Channel’s Josh Gates, local

favorite Wayne Dunlap, Pauline Frommer, Peter

Greenberg and Patricia Schultz.

At the Destination Theater featured 12 sessions

spanning both show days provided educational

workshops based on specifi c destinations.

On the Savvy Traveler Theater, attendees enjoyed

10 sessions dedicated to providing actionable

advice on how to travel safer, better, and more

effi cient. From packing tips and solo travel advice,

to budget tips and travel photography, 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 14 performances on the Global

Beats Stage, attendees got a taste 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

+ Electric Bikes

+ Visit Redding Photo Booth

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JOSH GATES

Host, Executive Producer of Discovery Channel’s Expedition Unknown

PAULINE FROMMER

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

PETER GREENBERG

Emmy Award-Winning Investigative Reporter and Producer and CBS News Travel Editor

WAYNE DUNLAP

Author Plan Your Escape® and TripAdvisor Top 25 Travel Blogger

PATRICIA SCHULTZ

Bestselling Author, 1,000 Places to See Before You Die and 1,000 Places to See in The USA & Canada Before You Die

Broadcast Television:

The 2019 San Diego show’s television mix included both CBS and NBC. Between the two top stations in the market, over 595 commercials ran, complimented with digital ads from each station, resulting in 14.2 million impressions served over a 10-day fl ight.

For the 2019 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.

Out of Home:

Strategically placed along freeways in San Diego’s affl uent pockets, 3 illuminated static billboards and21 posters targeted affl uent travelers in the San Diego area. Just under 11.5 million impressions were served to drivers traveling in both directions over a 4 week period.

Radio:

Between KFMB-FM, KBZT-FM, KXSN-FM, KYXY-FM and KFMB-AM, over 686 radio spots ran over the span of two and a half weeks. Nearly 4.2 million radio impressions were served, targeting commuters during peak rush hour day parts.

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, banner ads, and search marketing. The results? Over 1 million digital impressions to qualifi ed 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. FOX, CBS, CW and ABC all came to the convention center throughout the weekend, while Travel Show Speakers were in-studio on various radio and television stations took place before the event.

PROMOTION SUMMARY

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FACEBOOK:

Within the 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 over 600,000 people while creating just under 25,000 unique impressions. Additionally, the Travel & Adventure Show Facebook advertising campaign included a separate San Diego Event Response campaign that reached over 28,000 people, created just under 41,500 impressions and 146 event responses.

TWITTER:

By engaging celebrity speakers, local and national bloggers and industry professionals, @TravAdventure created over 10,600 organic impressions and engaged over 135 unique users during a one week promotional period. The San Diego hashtag, #SanDiegoTravelShow, was used in over 80 Tweets, reached over 778,000 users and created 1.132m impressions.

INSTAGRAM:

Within the weeks leading up to, and including, the San Diego Event, the Travel & Adventure Show Instagram advertising campaign targeted San Diego-area travelers, promoting event speakers, sponsors and exhibitors. These ads reached over 83,000 people while creating just under 129,000 unique impressions.

MSC Cruises“We’re having a fabulous show in San Diego. We are pleased with the fl oor traffi c and my staff is overwhelmed in a positive way. San Diego provides a great audience for us. We are the new kids on the block and we are working to drive consumers to agencies.”

Baja Norte“We were very happy with the success of our island booth concept. We described our vision to the Travel & Adventure Show staff and they made it happen. We are going to repeatit in Los Angeles because it worked so well in San Diego.The consumers in San Diego liked booking our adventuresand wine country trips.”

PROMOTION SUMMARY - CONTINUED

TESTIMONIALS

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