
Situation
Brand USA Travel Week U.K. & Europe is an essential event for U.S. stakeholders and U.K. and European travel-trade and leading media professionals, with the organisation experiencing increased demand each year for this four-day event. We were tasked with facilitating a larger U.S. exhibitor pool than in previous years, balancing new and returning organisations from a variety of travel sectors, showcasing geographic diversity, as well as accommodating an increased demand in CEO attendance. Increased exhibitor demand required some creative event planning to create space while maintaining the quality of the programme.
Action
To accommodate more exhibitors, the allocation of room usage was reorganised, enabling us to provide even more one-on-one appointments for buyers and media to meet with U.S. partners. The enrichment program was condensed to two instead of three topics on offer, allowing us to open up another room to host the additional exhibitor tables. PR teams also secured an increased number of top-tier media, making the events even more beneficial for U.S. partners and CEOs.
Results
Brand USA Travel Week U.K. & Europe 2024 broke several performance records for the organisation, including a 50% increase in CEO attendance. More exhibitors than ever before from across the U.S. were present, with 179 exhibitors represented at 144 tables. Additionally, we facilitated 5,417 one-on-one appointments – a 23% increase over the previous year.
At A Glance
- 50% CEO attendance increase
- 23% 1:1 Meetings Increase