Webinar Recording - Beyond the Ballroom: Turning Trade Shows into a Year-Round Growth Engine

Thank you for joining us for our insightful webinar, “Beyond the Ballroom: Extract More Value from Trade and Build a Sustainable, Year-Round Agent Growth Engine.”

During the session, we explored the common challenges suppliers face when investing in trade shows and industry events, including low ROI, limited structured follow-up, over-reliance on a small group of partners, and shifting advisor behaviours toward digital channels.

The discussion highlighted that the core issue is often not effort, but structure. Richard Walton shared a practical and commercially focused approach to transforming trade activity into a predictable, year-round growth engine. Drawing on his experience advising luxury travel and hospitality brands globally, he provided valuable insights into strengthening partnerships, improving commercial strategy, and driving long-term revenue growth.

Attendees gained practical frameworks to help identify and prioritise high-value partners, prepare more effectively for trade engagements, elevate commercial conversations, implement consistent follow-up systems, and reduce reliance on a limited pool of producers.

Overall, the session offered clear, actionable strategies for building stronger, more sustainable trade relationships and achieving improved commercial outcomes.