Alli case study
Launching a luxury trade fair in the tourism industry
With a decade-long presence in the Italian travel industry, TravelOpenDay ventured into new territory in 2019 by introducing a fresh event to the market.
Branded as Itadilux, the event was named Alli, with a focus on attracting international buyers within the luxury travel sector and showcasing top-tier Italian hospitality offerings. Venice emerged as the ideal host city, renowned for its allure and abundance of luxury accommodations, dining establishments, and exclusive experiences, both preceding and following the event.
Through a combination of research, my decade-long experience in the tourism industry and the creation of on-target, beautiful designs, I partecipated actively in making this first edition of the event a huge success, with buyers as well as with sellers.
I did not design the logo, but built all designs on the slightly old-fashioned style of the logo, and used the soft red colour in all design deliverables.
The client
Alli by Itadilux – A TravelOpenDay brand
Challenge
The primary challenge lay in crafting an event that would captivate top-tier international buyers and entice a diverse array of Italian vendors offering premium services. Given the saturation of the market with numerous international trade shows, both sellers and buyers exercised discernment in selecting their participation.
Success heavily depended on the creation of something truly distinctive, necessitating the identification of the perfect means to effectively communicate this uniqueness.
My role
Owned research and all designs.
When
2019 – 2020
Collaborations & stakeholders
The CEO of TravelOpenDay.
Staff organising the details of the event.
Research: defining the who, the what and the how
In the fast-paced tourism industry, planning occurred on short notice, leaving little opportunity for extensive user research.
Paramount to the success of the event was the number of visitors, their clientele, and their individual buying power.
With over a decade spent in the travel sector, I possessed a profound understanding of the target audience, drawing from personal experience and a broad network. Due to time constraints, informal conversations with acquaintances within the target demographic were conducted to build our communication and business strategies.
A critical insight emerged: our audience was accustomed to abundant invitations and luxurious experiences. The event’s appeal extended beyond business; it necessitated a vibrant and exclusive social agenda. Upholding high standards, we ensured luxurious accommodations, gourmet dining, and captivating designs to “capture” our audience.
Personas
Personas- text version
Anna
Data and information
- Nationality: Irish
- Job: Product manager
- Trade fairs per year: Approx 6
- Size of company: Medium
- % traffic to Italy: 80%
- Average spending power clients: High
- Social media: Facebook, Instagram, LinkedIn, WhatsApp, Youtube
Types of customers:
- Leisure
- Business travel.
Hotels mainly booked:
- 5 star deluxe
- 4 star
Services booked:
- Transfers
Guided tours
Who is Anna?
Anna loves to travel! It was the reason why she started working in tourism in the first place.
She travels on own account as well as for work, but has, by now, participated in so many trade fairs that she really only goes if it is of particular interest, since she knows from 20 years of experience that it is hard work and very little fun. Plus, it is minimum three days out of the office, which is not always possible.
Anna loves her job, but also want to have some time to dedicate to her private life.
Anna’s professional life
Anna started working in tourism when she was 19, and has covered pretty much all roles: air-ticketing, reservations, marketing, even tour leader for group-trips.
She now works as a product manager, and is highly experienced in negotiating with suppliers as well as selecting hotels and participating in trade fairs. She enjoys her job very much, and takes it very seriously, but also like the fun and the travelling around the world.
She gets frequent invitations to trade shows as well as to FAM-trips, but has to be selective with which ones she goes to, since she is very busy in the office too.
She generally participates only in trade-shows where she is invited as a hosted buyer, and if the destination is of particular interest.
Svetlana
Data and information
- Nationality Russian
- Job: Business owner
- Trade fairs per year: Approx 10
- Size of company: Large
- % traffic to Italy: 60%
- Average spending power clients: Very high
- Social media: Instagram, WhatsApp
Types of customers:
- Leisure
- Business travel
- Congress/meetings
Hotels mainly booked:
- 5 star deluxe
Services booked:
- Transfers
Guided tours
Meals
Special experiences
Who is Svetlana?
Svetlana started her company in St. Petersburg in 1995, and has since opened a branch-office in Moscow.
She travels frequently between the two offices, as well as to many trade-fairs and FAM-trips abroad.
She doesn’t really have time for much else than work but it is (fortunately) also her biggest passion and satisfaction.
Svetlana’s professional life
Svetlana is a… control-freak. Between St. Petersburg and Moscow she has 45 employees, but the truth is she doesn’t truly trust anyone to be able to do the job as well as she does it.
She is highly experienced and competent and has “crawled the career-ladder” is a hugely chauvinistic culture, where is takes a lot of competence and a strong personality to become part of such a male-dominated business-world.
She is very respected in her home-country, and is a “must-have” presence when it comes to international events in the luxury sector.
She has a huge clientele, with very high economical possibilities.
She always participates in trade-fairs personally, she never sends staff.
Lee-Ann
Data and information
- Nationality: Chinese
- Job: Product Manager
- Trade fairs per year: Approx 15
- Size of company: Very large
- % traffic to Italy: 80%
- Average spending power clients: Medium
- Social media: Facebook, Instagram, LinkedIn, WhatsApp, Youtube
Types of customers:
- Leisure
- Business travel
- Congress/meetings
- Incentive travel
Hotels mainly booked:
- 4 star
Services booked:
- Transfers
Guided tours
Meals
Who is Lee-Ann?
Lee-Ann is extremely disciplined and focused. She spends the majority of her time at work, but enjoys it a lot.
She is lucky to work in her uncle’s travel agency, which he founded back in 1985, and which has since become the most important and prestigious travel organiser in Shanghai to the rich and famous.
In a male-dominated culture she has earned the respect of colleagues thanks to her high competence and always kind and respectful behaviour.
Lee-Ann’s professional life
Lee-Ann is the most trusted employee of the owner of the travel agency, Mr. Chang, her uncle. He had hope to leave the agency to his son, but he wanted to become a pianist and categorically refused to drop his passion for a career in travel. As it turned out, that was all the better because Lee Ann’s cousin is now one of the most famous and respected pianists in China, and Lee-Ann has proved to be a worthy second-in-command in spite of her relatively young age.
Mr. Chang hates to fly, always has, but has had to overcome this for years. In the past few years, however, he has left the travelling mainly to Lee-Ann, and sometimes to her colleague.
Lee-Ann is also a decision-maker in the company, and has power to sign contracts and make long-term agreements.
Graham
Data and information
- Nationality: American
- Job: Product manager
- Trade fairs per year: Approx 4
- Size of company: Very large
- % traffic to Italy: 85%
- Average spending power clients: Very high
- Social media: Facebook, Instagram, LinkedIn, WhatsApp, Youtube
Types of customers:
- Leisure
- Business travel
- Incentive travel
Hotels mainly booked:
- 5 star deluxe
5 star boutique
Services booked:
- Transfers
Guided tours
Meals
Special experiences
Who is Graham?
Graham is the born diplomat. He deals with very demanding and often difficult customers every day, his colleagues are often heard to say “only Graham can deal with X”.
He usually deals with his fixed customers personally, but he is also a team- player and works closely with his colleagues in the organisation of the trips.
He has two small children, so usually stays at trade-fairs work the work only, without participating in pre or post-trips or visits.
Graham’s professional life
Graham is the product manager of a small,but extremely prestigious London- based travel agency.
He personally organises trips around the world for the very top clients, and, in spite of the relatively small size of the company he works for, an important buyer to invite to B2B trade-fairs for luxury travel.
Graham travels a lot, in that he often has to join his clients in other parts of the UK when they wish to organise a trip, and he also travels a lot around the world to select hotels and services for his customers.
He doesn’t participate in many trade-fairs since he already knows his market extremely well, but he does go to a few selected ones each year.
Drawing from conversations with approximately 10 international buyers and my extensive personal knowledge of the industry, I developed four distinct Personas.
These Personas served as invaluable guides, ensuring our planning and designs remained aligned throughout the event’s preparation and across numerous touchpoints.
SWOT Analysis
SWOT Analysis - text version
Strengths:
- Established client base: The client is well-known as a personal trainer in the area and has a loyal following, with existing clients likely to transition to the new studio.
- Affluent demographic: The studio is situated in a wealthy area of Rome, where individuals have the financial means to afford personal training services.
- Trendy industry: Personal training is currently in high demand and considered fashionable, contributing to potential client interest.
- Specialized expertise: The trainer specializes in boxing, a popular and trending fitness activity.
Weaknesses:
- Sole proprietorship: Initially, the studio will heavily rely on the client as a “one-man-show” due to budget constraints, limiting capacity for additional trainers or staff.
- Limited offerings: With space constraints preventing group classes, the studio’s services are exclusively available to those seeking personal training, potentially restricting clientele.
- Higher cost: Private training is inherently more expensive than gym memberships, narrowing the target demographic to those willing to invest in personalized fitness solutions.
Opportunities:
- Niche positioning: The studio’s focus on personal training sets it apart from traditional gym clubs, offering a unique and specialized service.
- Growing health awareness: Increasing societal emphasis on health and appearance, particularly in the age of social media, presents an opportunity for personalized fitness solutions.
- Enhanced customer loyalty: Personalized training fosters stronger bonds between clients and trainers compared to group classes, potentially leading to greater customer retention.
Threats:
- Economic downturn: The prevailing economic crisis poses a significant threat, as individuals may cut back on discretionary spending, including personal training services, during financial hardships.
As we kicked off planning this first edition of the event, I thought it would be helpful to have a clear picture of what we were up against. Launching something new comes with its own set of challenges and opportunities, so I took the initiative to build a SWOT Analysis.
It helped us break down the event’s strengths and weaknesses, as well as the opportunities and threats we were facing, in a more organized way. This gave us a roadmap to tailor our strategies and efforts for the best shot at success.
"How Might We" brainstorming
"How Might We..." brainstorming questions
- … make a new B2B event attractive right from the beginning?
- … make it “the place to be seen”?
- … make it attractive to and recognizable on social media?
- … do something “different” compared to all the other B2B trade fairs?
- … make participation attractive to exhibitors?
- … make participation attractive to buyers?
- … get buyers to come even if we can’t host them 100%?
- … capture the interest of the important stakeholders?
- … get good press coverage?
- … get some interesting sponsors?
"How Might We..." findings
- Make a new B2B event attractive right from the beginning?
- Offer exclusive early-bird registration discounts or perks for the first edition attendees.
- Highlight the unique value proposition and benefits of attending, such as access to high-quality luxury suppliers and networking opportunities.
- Leverage the charm of Venice as a prestigious destination for business and leisure travellers.
- Make it “the place to be seen”?
- Curate an elegant and sophisticated atmosphere with stylish decor and upscale amenities.
- Host exclusive networking events, cocktail receptions, and after-parties at iconic Venetian locations.
- Invite influential industry leaders to attend and participate in panel discussions or keynote speeches.
- Make it attractive to and recognizable on social media?
- Develop a visually captivating branding and marketing campaign that aligns with the luxury theme and Venetian backdrop.
- Create engaging social media content, including behind-the-scenes glimpses, attendee testimonials, and highlights of exhibitors’ offerings.
- Use event hashtags and geotags to increase visibility and engagement.
- Do something “different” compared to all the other B2B trade fairs?
- Incorporate interactive experiences and immersive showcases, such as live demonstrations, tastings, or interactive workshops.
- Introduce themed pavilions or curated experiential zones showcasing different aspects of luxury travel, such as culinary experiences or wellness retreats.
- Offer personalized concierge services and curated itineraries for attendees to explore Venice’s hidden gems and local attractions.
- Make participation attractive to exhibitors?
- Provide flexible booth options and customizable exhibition packages to accommodate varying budgets and preferences.
- Offer additional promotional opportunities, such as sponsored content, speaking slots, or branded activations.
- Facilitate pre-event matchmaking and networking opportunities with qualified buyers through a dedicated online platform or networking app.
- Make participation attractive to buyers?
- Provide complimentary or discounted registration for qualified buyers, along with travel and accommodation assistance.
- Showcase a diverse selection of high-quality luxury products and services tailored to the interests and preferences of buyers.
- Facilitate pre-scheduled appointments and personalized meetings between buyers and exhibitors to maximize networking and business opportunities.
- Get buyers to come even if we can’t host them 100%?
- Offer virtual attendance options, including live-streamed presentations, virtual exhibitor showcases, and interactive networking sessions.
- Provide digital access to on-demand content, exhibitor catalogues, and networking opportunities for remote participants.
- Implement hybrid event formats, allowing attendees to participate both in-person and virtually, ensuring inclusivity and accessibility.
- Capture the interest of the important stakeholders?
- Engage key stakeholders early in the planning process through targeted outreach, personalized invitations, and stakeholder briefings.
- Highlight the strategic benefits and alignment opportunities for stakeholders, such as brand visibility, networking, and business development.
- Solicit feedback and input from stakeholders to tailor the event to their needs and objectives, fostering buy-in and support.
- Get good press coverage?
- Strongly leverage our own media channels, including our trade journal and website.
- Collaborate with other relevant industry publications and trade journals.
- Create compelling press releases, media kits, and story angles highlighting the unique aspects and value proposition of the event.
- Cultivate relationships with key journalists, editors, and industry influencers to secure pre-event coverage, on-site interviews, and post-event recaps.
- Get some interesting sponsors?
- Identify potential sponsors with a strong brand presence and alignment with the luxury travel sector, such as luxury hotels, airlines, or lifestyle brands.
- Offer tailored sponsorship packages that provide meaningful brand exposure, engagement opportunities, and access to targeted audiences.
- Showcase the benefits and ROI of sponsorship, including brand visibility, networking, lead generation, and thought leadership opportunities.
- Encourage user-generated content and engagement through interactive contests, polls, and user-generated testimonials, fostering a sense of community and excitement leading up to the event.
To craft a solid business, communications and design strategy and pinpoint some standout features, I introduced a “How Might We” framework. We brainstormed this internally, involving all staff members in the process.
This initiative sparked some fantastic ideas that truly elevated the success of the event.
Understanding from our interviews that the social aspect was crucial for visitors, we curated unique experiences like a wine tasting at a nearby vineyard, a mini-course on carnival mask-making, and a tour of Murano’s glass factories, showcasing traditional glass blowing techniques.
Additionally, we orchestrated an elegant Gala Dinner, complete with a gourmet meal and live music, adding an extra touch of sophistication to the event.
The event (and all that we can't control)
Just days before the Big Day, an unexpected twist occurred: Venice was hit by heavy rainfall, causing widespread flooding – a not uncommon phenomenon in the city. With the airport closed and water-taxis halted due to the high water levels, our event faced an uncertain future. Worried phone calls poured in from both visitors and exhibitors.
Luckily (for us), Venetians are accustomed to such challenges and swiftly got things back on track, reassuring us that everything would proceed as planned. As the waters receded (almost) to normal just a day before the event, relief washed over us all.
Despite the initial setbacks, the event turned out to be a resounding success for both visitors and exhibitors alike. Buoyed by this triumph, we wasted no time in setting a date for 2020, this time in Rome. Plans were already underway to make it an even grander affair.
Unfortunately, the outbreak of Covid-19 forced us to cancel our plans, but we remain optimistic for the future.
