It was a freezing day in January, yet the cavernous Javits Center in New York City was packed with 600 travel booths and an estimated 20,000 attendees of the New York Travel & Adventure Show.
As people clutched their logo-emblazoned tote bags stuffed with brochures and giveaways, many folks seemed overwhelmed by the experience.
That’s understandable. But the sensory overload at travel expos doesn’t mean they’re not worthwhile. As a matter of fact, these sorts of shows can be an efficient and fun way to make plans for your next trip—and get a great deal.
That all depends, of course, on how you tackle the event. Here are some simple strategies to maximize your experience.
Make a game plan in advance.
Don’t waste time. Buy your tickets online to avoid lines in person. To save money on admission, search for discount codes like the one offered for Frommer’s fans at Travel & Adventure Shows where Pauline Frommer is speaking this year. You can get in free.
Before arriving at the convention center, scope out the parking arrangements to get the most convenient spot for the price. You’ll likely be carrying stuff back to the car, so the closer your vehicle is to the event space, the better.
Map your route ahead of time. Install the show app and visit the website to check out the list of exhibitors and presentations. Use the app’s interactive features to plan your route.
For example, the app for the world’s largest travel show, ITB Berlin, gives you an interactive site map to explore the floor and find booth locations. Make a note of any that pique your interest and prioritize accordingly.
Naturally, you’ll want to leave room for browsing willy-nilly—that’s part of the fun of these shows—but make a set plan to visit, say, three booths that interest you. That will help ensure that you don’t get so distracted that you miss out on what you came for.
Prepare for the day as if you’re going hiking. You’ll cover a lot of ground walking from booth to booth, so dress and pack accordingly. Wear comfortable shoes. Bring a reusable water bottle to stay hydrated. And bring snacks to nibble on, especially if you have food allergies or other dietary restrictions, or don’t want to spend an arm and a leg paying for refreshments on-site.
Have your mobile tickets ready, get your badge, and use the QR code. At check-in, you will likely receive a printed program, a free tote bag, and a QR code. My suggestion: Use the QR code to find the digital schedule and rely on that so that you don’t have to keep consulting a physical copy.
You’ll also get an admission badge. Don’t lose it—you’ll need it to get in and out of the event space. Many times, vendors can scan the badge to get your contact information to send you additional details about their offerings. If a vendor asks to scan your badge, always inquire how the info will be used, and don’t be shy about saying no.
Know the players.
To make the most of your time, you’ll want to visit the booths most useful to you first. To do that, it helps to know what kinds of exhibitors you’ll encounter.
They tend to fall into the following categories.
Tourist boards are usually government-run agencies that aim to support local tourism by promoting a city, state, region, country, or other geographic area. These booths showcase the official tourism info for specific destinations. Drop by to gather any of the sorts of details you’d get from a place’s tourism website or brick-and-mortar visitor center.
Tour operators and travel agents (representing several tour operators) sell trips and all that might go along with them—guided group tours, accommodations, attractions, and so on. Here you will find additional destination information, ticket discounts, and the opportunity to book actual trips.
When I can, I speak to the tour operators themselves. If they want your business, operators can offer the best deals without having to go through travel agents. Note, however, that some operators might come to the show for only a few hours rather than the whole shebang. So see if you can find out when they’ll be around—they might be worth waiting for.
At the New York show, for instance, I was bent on planning for travel to the Galápagos Islands. I visited each Galápagos booth, browsed the brochures, and then met with my top picks for 10 minutes.
I ended up booking with an operator that offered a unique dinner on a private boat for two—a special amenity I never would have known about if I hadn’t attended the show and done my homework.
Airlines, cruise lines, and time-shares will be represented, too.
Though airlines don’t usually offer perks at these events, you can discover new routes, costs, and schedules.
Cruise lines—especially river cruises—may offer a discount, a cabin upgrade, or a drink package if you book at the show.
As for time-shares, you’ll find the usual promise of perks if you book a 3-day stay (expect strings to be attached). You’ll also find companies, like ACA Group, that help you get out of an unwanted time-share.
DMOs (Destination Management Organizations) are government-run or nonprofit groups that focus on sustainability and community engagement with tourism. DMOs can tell you what’s new at a given destination, where the newest hotel or experiences are being developed, and whether there will be a festival soon.
At a travel show, DMOs help tourist boards and the event’s producers arrange cultural demonstrations such as dances and culinary happenings to create atmosphere and spark interest in the destination.
Finally, there are service and product exhibits selling trip cancellation and medical travel insurance, luggage, and other travel-related products, or offering convenient sign-up for services such as Global Entry and TSA PreCheck.
Find the deals.
If it makes sense for you and your budget, take advantage of show specials. In most cases, these deals will only be available during the run of the show, so if they’re steals you’ll want to get them while the getting is good.
At a European travel event in Cannes, France, I noticed a couple who scored a $1,200 discount on a Danube cruise and confidently booked the trip on the spot.
Once you are offered a deal, use your phone to check out other offers and confirm you’ve actually found a good deal. Don’t forget to consult your favorite comparison sites.
I use CruisesIT to check cruise deals. For land tours, I compare hotels and ask whether meals, resort fees, and parking fees (sometimes $50 a day) are charged.
The great thing about shows is that vendors are eager to secure enough bookings to cover the costs of attending the event and having a booth, so they might be willing a cut you a deal.
If you spot something promising but are not ready to commit, have a serious conversation with the vendor about your obstacle. You may be able to sign up at the show and make a final commitment later.
Form a group. Before the show, ask friends and family to deputize you as their representative. Then, when you’re at the show, inquire about group benefits.
With 10 or more travelers, you may get a free trip, other perks, or big discounts if you charter a boat or buy a block of hotel rooms.
Be cautious about booking travel on the spot.
Before you book anything when you’re at the show, make sure you have answers to all your questions. And if you do book, always find out the cancellation policy in case you have second thoughts later.
Keep in mind that the people you meet at a booth may be staff assigned to attend shows and may not have all the answers you need. Ask for the person to contact after the show so you get the right attention.
And finally . . .
Speak to the speakers.
Expo speakers love travel and want you to love it, too. At the New York show, attendees tapped into the expertise of our own Pauline Frommer, CBS News travel editor Peter Greenberg, points specialists, and even me, as host of the Ageless Traveler podcast, a resource for the active 60+ traveler.
Don’t be shy—we’re here to help. And we might know some tricks you haven’t thought of before.
According to a survey commissioned by Travel & Adventure, “78% of those looking to book a vacation booked with an exhibitor they met at the show.”
So yes, attending expos can definitely shape your future travels. Knowing some of the ins and outs ahead of time eliminates the overwhelm and puts you in control.
Adriane Berg is the host of The Ageless Traveler podcast. Listen on Apple, Spotify, iHeart, and all disseminators. Subscribe for free to her weekly Travel Tuesday newsletter for curious, seasoned explorers.
Related: Where to Meet Pauline Frommer—and Get in Free—at Upcoming Travel & Adventure Shows
