HX: The Hotel Experience
Challenge: The owners of this 100-year-old trade show (the International Hotel Motel + Restaurant Show) wanted to re-imagine the experience and breathe life into a declining attendee audience and exhibitor presence.
Solution: MYB conducted comprehensive research including surveys and focus groups of attendees, exhibitors, and the show’s owners to understand the ten year decline. MYB executed a complete re-brand of the show, along with an entirely new show experience and plan.
Education sessions moved out of meeting rooms and onto the show floor in the form of new branded stage areas, keeping attendees in the hall and exhibitors happier. A new technology pavilion, a demo kitchen, and enhanced networking areas were created, adding significant energy and value to the show experience.
Also charged with growing attendance, MYB created segmented, targeted marketing campaigns, exploring new channels and new audiences. Armed with new attendee testimonials and a refreshed value proposition, MYB leveraged this momentum and also crafted a comprehensive exhibit and sponsorship sales strategy to build show revenues.
Results: Post-show surveys revealed a high level of satisfaction with key elements of the transformation: the new HX brand was welcomed, the show floor experience generated higher energy, content became more relevant, and the new focus on new technology and innovation was appreciated. Exhibitors also reported higher levels of satisfaction with quality of attendees, number of leads, and overall energy of the show.
New education theaters on the show floor were very well attended and audiences were engaged. Exhibitors expressed satisfaction that attendees didn’t leave the show for educational sessions. Overall feedback provided ideas for continued enhancement to the experience, the content, and our marketing and sponsorship strategy.
Check out some of the HX Studio Interviews from the show floor.
Tony Mangano, Chairman, HX 2015 - view video
Returning Exhibitor, Tim Pincelli, Global Segment Leader – Restaurants, Oracle Hospitality - view video
Chip Rogers, President, AAHOA - view video