The Importance of Attending In-Person Events

The advancements in technology have not only made it easy to work from home (or from anywhere) but also to attend events remotely. In addition to booking vacations, travel advisors can also join webinars, complete trainings and even attend conferences virtually. While the flexibility the hybrid model for conferences has created is great in so many ways, conducting business virtually will never fully substitute all in-person events, and nothing can truly replace a face-to-face meeting.

Although Denise Canon, president, CEO and owner of Travel Concepts, Inc., adapted to virtual events while they were needed, she pointed out that the travel industry still craved the in-person experience. She loves attending in-person events as long as the event is a good fit for her business. “It’s important to determine which event(s) will contribute to your professional goals – how will it help to move you forward,” Canon said. “The importance of developing preferred supplier partnerships/relationships can be best accomplished in person.”

It’s rare that a travel agency isn’t busy. Advisors carry so much on their plate, as many of them wear all sorts of hats while they run their businesses. Juggling all the different aspects of the job plus family life might make it hard to even think about attending events. Canon points out that advisors should determine which type of events will help the business as part of their goal setting. Figuring out which ones make sense to invest time in or what the ROI will be can help during the planning process.

“For example, if you want to learn more and grow your romance travel niche – you need to focus on events and experiences that will contribute to your goal,” Canon explained, adding that it’s also important to figure out which type of client you want to work with – whether it’s luxury, families or maybe even a specific destination.

Now in its fourth year, Canon organizes her own annual event for travel advisors called the Pivot & Prosper Retreat. Last year’s event was hosted at Secrets Akumal Riviera Maya and was well received by the advisors in attendance. Unlike a larger conference, Pivot & Prosper is an intimate retreat held at a resort for advisors looking for growth in their businesses. In addition to visiting the destination and getting to know the host resort, advisors also have the chance to interact with a variety of industry partners. Canon curates a team of professionals to attend each year, including a travel attorney and a marketing strategist, among other experts.

“Above all else – I’ve learned you absolutely cannot do it alone. My goal with this Retreat is to provide a space for travel pros who possess a mindset of being in it to win it to connect with one another, start dreaming for a brighter future, and receive veteran mentorship to guide them there with ease,” Canon said, adding that this event is ideal for advisors who are coachable, committed to success and crave a sense of community. Her fourth annual event is currently in the works for 2023.

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About the Author

Codie Liermann is the managing editor of The Compass. She began her career in the industry as a travel advisor prior to working as an editor. With a passion for creating valuable content for travel advisors, she aims to develop meaningful relationships with all types of travel companies in order to share their unique messages with the travel agency community.