Holding a travel show is a key way to spark interest in customers and showcase the depth of holiday options an agency can arrange.

Weddings often provide the key inspiration for some agents’ approach to client fairs, but whatever the theme, venue, invitations and even seating plans are all key in aiding their success.

“Always pick a top venue. We’re dealing with the luxury market here, so don’t use your local village hall,” advises Andrew Devine, director of Beaver Travel.

The agency has used Sopwell House Hotel for events in the past drawing 500-1,000 people.

As for marketing, “we go old school” Devine says, with card invitations like you would have for a wedding or nice party. “That, I always think, adds a bit more weight,” he adds. Emails and calls follow, and the agency also advertises using local and social media. Devine adds: “Above all else, you’ve got to make sure it’s an event that’s not to be missed. You’ve got to make it sound like [clients] want to be there or get FOMO if they’re not.”

The agency has also been savvy about local locations in the past – using a vacant estate agency next door to the shop in Radlett to run a ‘pop-up’ travel fair, with suppliers taking a desk each to speak to clients.

In another echo of weddings, seating plans prove vital for Select World Travel. The agency originally ran traditional fairs with suppliers’ stalls, but 10 years ago switched to a Luxury Travel Showcase concept held over dinners at country hotels, such as Chewton Glen.

“We just wanted to elevate the whole experience,” explains agency owner Hannah Vincent.

The evening begins with an English Sparkling Wine networking reception then typically three agency and supplier representatives host six clients on each dinner table, moving around between courses.

Vincent explains her careful seating plan: “Some clients have shown an interest in those hotels or destinations, or it’s a tour operator that would be good for them. Some already might have a long-standing relationship with companies on their table.” She says customers love chatting with operators who handle their bookings, plus seeing the bond between the agency and suppliers gives them “100% trust”.

Beautifully made booklets are also given out. There is also a charge made to attend, but clients’ £35 tickets support a local young carers’ charity, which is also in attendance and £5,575 was generously raised. “It means we get a 100% commitment,” Vincent notes. This year she even laid on a luxury minibus transfer.

However, core event costs are met by suppliers who receive an annual marketing proposal covering the dinner, four solus e-shots, advertising in a county magazine, then booking feedback.

But why do clients “absolutely love,” these soft selling evenings? Vincent explains: “One is the venue, which is a beautiful hotel. They’re very charitable so that’s another tick… and it’s just a really lovely evening where they enjoy speaking to the suppliers and asking questions they haven’t perhaps thought about asking us yet.”

Designer Travel recently mounted its first in-person Holiday and Cruise Show.

“The agents have a really strong presence online, have been booking clients for years, but they’ve never actually met them… it’s the natural next step,” explains business development manager Di Victory.

She adds: “You’ve got lots of homeworkers transferring to retail these days, so it’s a nice trial as to how that would work… I’d love it to become an annual event.”

Victory put the idea to the whole network, seeking keen geographical ‘cluster groups.’ Birmingham had the strongest interest, but York will be next, then other country-wide locations.

Nine Designer Travel experts hosted the Birmingham fair alongside suppliers including Kuoni, Audley and Birmingham Airport. They met existing clients and shared new enquiries.

“I strategically had an Eventbrite where people could order free tickets and that was really to gauge the numbers, the interest and the marketing,” Victory comments.

The National Motorcycle Museum, also a conference venue, was chosen for its good parking and proximity to clients. As a bonus, other events on site boosted footfall.

Presentations and exclusive offers ran on the day, while a holiday-themed colouring competition kept children occupied and a local charity benefited from a raffle. “The whole point was to show ‘we are your local experts,’” says Victory. She’s now planning more in-person events because, “clients are really excited to see their agents”.