How to Use Industry Events to Grow Your TravelTech Brand
Most TravelTech founders attend events. Few turn them into real outcomes.
Trade shows like WTM, Phocuswright, Arival, and ITB are where your future investors, media partners, and buyers are already paying attention. But showing up isn’t enough. Without a clear strategy, it’s easy to get lost in the noise.
What Visibility Really Looks Like
- Speaking on a panel
- Lining up journalist interviews in advance
- Creating content on-site (video, photo, interviews)
- Meeting people who actually move your business forward
None of this happens by accident. It’s planned.
At Belvera, we help TravelTech brands show up strategically. We shape the story, place spokespeople on panels, secure media time, and produce on-site content to stretch ROI long after the event ends. For major shows, we even bring a camera crew to create LinkedIn, investor, and sales-ready material.
Attendance as Investment
Most companies spend thousands just to attend. Flights. Hotels. Booths. Time.
If you’re making that kind of investment, you need more than just a few good conversations. Events can be a pivotal moment:
- Sign a key client
- Save a relationship on the brink
- Meet your next investor
- Reignite interest from a dormant lead
But only if you plan for it.
Go Beyond Lead Gen
Too often, event success is judged solely by the number of leads collected. But lead count is just one metric. What about closing a renewal with a key client? Identifying a strategic partner? Making a pivotal investor connection? Or even strengthening internal team morale? These kinds of outcomes often matter just as much as new business, sometimes even more.
The 3 Ps of Event Growth
At Belvera, we make it clear to our clients that they need to keep in mind the “3 ps” at events.
Presence: Choose the right shows. Be there consistently.
Positioning: Know your narrative. Align messaging across the team.
Proof: Document it all. Photos. Video. Media mentions. Speaking clips.
Real-World Lessons: From the LinkedIn Live
In our recent LinkedIn Live, Vera Rejtinger and Roman Townsend from Belvera shared their practical insights from years on the trade show circuit:
Events are not just networking opportunities, they’re launchpads.
- PR starts before you arrive. Momentum builds with news, press releases, and social buzz.
- You need to know why you’re attending: to find investors? To build thought leadership? To close a client?
- Prep matters. Download the app. Register for fringe events. Line up meetings in advance.
- The post-event window is critical. Follow up. Share content. Keep the momentum going.
Make It Count
As we say: if you don’t control the narrative, someone else will.
Trade shows are noisy, competitive spaces. Strategic preparation is how you stand out.
Success is not just sales: it’s awareness, credibility, reputation, and momentum.
If you’re serious about making events work harder for your brand, get in touch.
