Twice a year, a large chunk of the world’s corporate incentive travel programs and offsite meetings take shape when incentive travel users, third-party planners and association executives meet with incentive travel suppliers from around the world at IMEX America and IMEX Frankfurt. The two events are the largest meeting and incentive travel trade shows in the world.
Ray Bloom, chairman of IMEX Group, says the Frankfurt show, which began in 2002 and is held in Frankfurt, Germany each May, attracts about 4,000 attendees. IMEX North America, which is held in Las Vegas each October and started in 2011, draws about 3,000 attendees. The Frankfurt show draws 70 percent of its attendees from Europe while IMEX America draws about 70 percent of its attendees from North America.
“You can get so much business done in one week it’s unbelievable,” says Rhonda Brewer, vice president of sales at Maritz Travel. “Everybody you need to talk to is there.”
She says IMEX America helps her prepare proposals for clients who are looking for new destinations as well as those who like to stick with the tried and true. “If you’re looking for something new, there are always destinations you’ve never heard of or don’t know much about. You have the destination representative and the hotel representatives right there, so you can really investigate that in order to present it to a client as a new idea.
“At the same time, we have a client that goes back to Hawaii every five years. They love Hawaii, but you have to reinvent Hawaii every time you go.” At IMEX, she learns how to bring new twists to familiar destinations.
An enhanced educational component
Each successive IMEX America has featured increased educational opportunities for attendees. IMEX Group partners with Meeting Professionals International, SITE and other associations that develop seminars, 20-minute “campfire” sessions, keynote speakers and other learning events.
“It is a trade show, and they come to the show because there are business opportunities. But there are educational opportunities, as well,” Bloom says. “We’ve worked very closely with the associations to increase and enhance that component of both shows.”
This year’s educational sessions cover everything from measuring return on investment to creating green events, using technology to improve events and new trends in risk management. Janet Traphagen, President of Creative Group, Inc., a meetings and incentive travel planner, says she learns a great deal at each show by networking with competitors. “We have a friendly, competitive landscape in our industry. We enjoy learning from each other in this wonderful industry that we get to be in together.”
