AFTER the inaugural Business Travel Show Middle East (BTSME) in 2007 and a second successful run in October 2008, BTSME collected itself over 2009 and will open its doors once again on October 25 and 26, 2010, at the Madinat Arena, Dubai.
As the region’s only dedicated event for the business travel sector TTN speaks to PAUL GRINNALL, event director.
What are the most significant changes we can expect to see this October?
We have used the time away very constructively and have had our ears to the ground meeting and talking to suppliers, buyers and visitors to really understand and deliver against their needs.
As a result, the 2010 show now includes exciting and critical new components like the executive educational programme hosted by ACTE (Association of Corporate Travel Executives), which will really open up the floor for discussion and exchanges on new business travel policy implementation through cutting-edge keynotes, case-study seminars and hands-on workshops – all free for visitors to attend.
We have introduced the hosted buyer programme, which will see the world’s biggest business travel players congregate at the show. Critical interaction between visitors and exhibitors has been streamlined by introducing an online appointment service, which means you can plan your personal schedule down to the last minute. We have also expanded the geography with new databases and targeted campaigns to ensure we deliver visitors from all corners of the Middle East.
A critical component of success for any trade show is the calibre of support from associations, partnerships and sponsors – who are your most significant allies to date?
We have varied categories of involvement from gold partner, Alshamel, hosted buyer sponsor, The Address Hotels & Resorts, VIP programme sponsors, Jumeirah Hotels, Virgin Atlantic and Visit Britain, to supporting partners like Premier Inn, Dubai Convention Bureau, SNTTA (Sharjah National Travel and Tourist Agency) and the British Business Group.
Of course the media partners are invaluable with top titles that include TTN, Trade Arabia, Business Traveller Middle East, Hotelier, The Times, The Sunday Times, AMEinfo, CEO Middle East, Arabian Business and Middle East Mice & Events all partnering the event.
Our supporting trade associations further lend their support with DTTAG (Dubai Travel & Tour Agents Group) and the BBG (British Business Group). As mentioned, ACTE will bring its infinite experience and expertise to the table, and naturally our founding partners, DNATA, British Airways and ADAC (Abu Dhabi Airports Company) continue to provide the show’s solid foundations.
Understandably, companies and organisations continue to exercise caution with their budgets. How is this affecting exhibitor numbers?
Purchasing patterns amongst buyers within all industries have been significantly affected by the recession. Purchasers are examining the return on all types of investments made, be that for marketing or otherwise and BTSME 2010 exhibitors are no exception. Exhibitions can prove to be a significant line in marketing budgets and, as such, are subject to intense scrutiny.
On the other hand, the impact of a presence at a trade show holds significant benefits – not just in generating new business, but also in showcasing new attitudes and reassuring existing customers – but only if the exhibition delivers an audience which is current, relevant and offers seniority in the purchasing decision-making chain – and this is where BTSME delivers.
As the only dedicated event for the business travel sector in the Middle East, the event offers the potential for a considerable return on investment to exhibitors.
It has a historical track record of delivering the right buyers, but the 2010 event offers many more reasons for buyers to attend – from the hosted programmes through to the free education programme, as well as the leading suppliers taking part in the event.
Certainly the event needed new initiatives to attract these exhibitors but, pleasingly, this does seem to have worked. We anticipate the 2010 event will have more exhibitors and sponsors than the previous years and will maintain its track record of attracting the leading players in the market too.
The hosted buyer programme is an exciting new introduction to the 2010 show – what more can you tell us about it?
The programme certainly is an exciting and brand new initiative for the show. Designed to attract the highest-spending business travel managers from across the GCC, the programme combines a number of elements. On the business front, firstly there are education sessions – the programmer ACTE is bringing in experienced and knowledgeable speakers from around the globe to present innovative solutions to the everyday problems faced by the Middle Eastern travel buying community.
Secondly, the peer-to-peer networking events offer these leading buyers the opportunity to share their own solutions amongst like-minded, high-spending executives within an informal environment. And hosted buyers can benefit from using the personalised concierge service to create a dedicated timetable of one-to-one meetings with their chosen suppliers.
And, as relaxation will also be important over the two busy days of their trip, there are two nights of accommodation at one of Dubai’s most prestigious hotels, The Address, included in the package.
A great coup for 2010 is of course the involvement of ACTE as the show’s exclusive education partner. What can participants expect to gain from this experience?
ACTE is recognised as the world’s leading executive level global education provider and it was therefore our first choice for appointment as ‘exclusive education partner’.
Drawing on its experience in the region, ACTE will be presenting a series of keynote sessions, seminars and round tables designed to reflect the needs of the corporate and travel buying community within the Middle East. Our joint objective here is to produce an educational programme that matches the needs of business travel buyers, bookers and managers throughout the GCC.
What are the key benefits for show exhibitors and visitors?
The Business Travel Show Middle East is the only dedicated event for buyers and bookers of corporate travel in the region. Here, the leading travel suppliers will be showcasing their latest products and services alongside ACTE’s two-day free-to-attend education conference, which will draw on the recent experiences of buyers and suppliers.
Add in the range of networking events, which will facilitate new contacts and sharing of best-practice and BTSME will offer an unrivalled opportunity to find the best ways to take advantage of the opportunities presented as a response to our new economic conditions.
We are confident exhibitors and visitors alike, who plan and organise their participation, will come away with a great deal of valuable, useful and applicable information, both for the short-term and for their long-term business development.