Trade shows and industry events remain one of the largest commercial investments for luxury travel suppliers. Yet many hotels, DMCs and operators still struggle to convert those investments into consistent revenue. Conversations happen, relationships begin, but momentum often fades once the event ends.
In this practical session, Richard Walton shares a structured approach to turning trade activity into a year-round growth engine. Drawing on work with luxury travel brands and speaking at events such as PURE, WTM and We Are Africa, he explains how to prioritise key partners, improve event preparation, elevate commercial conversations and implement simple follow-up systems that strengthen advisor relationships and improve trade ROI.
