With the vast majority of marketing today happening online, in print, and on TV, is there still a compelling case for face-to-face marketing – specifically, for showcasing your products and services at an exhibition or show? Our answer, especially for brands targeting the mature consumer, is an unequivocal 100% yes.
Shows, trade exhibitions, and other live events remain a vital element of the marketing mix. They offer brands a rare and powerful opportunity to meet customers face-to-face, create a genuine bond, and develop the trust that is the foundation of long-term business relationships. They are also invaluable spaces for networking and forging in-person partnerships.
A real-world example: The Silver Travel Show
A perfect illustration of this power is the recent Silver Travel Show in Sheffield. The atmosphere was vibrant with the room buzzing with prospective customers circulating around the stands. These weren’t anonymous clicks or fleeting views; they were active, engaged people having real conversations with representatives from partners carefully selected for their expertise in working with mature travellers.
Tables stacked with brochures and offers were important, but the true value came from the knowledgeable team members present. They were able to answer specific questions, offer tailored advice, and speak with authentic passion about the various destinations, tours, and cruises on offer. This kind of personal interaction, along with the supplementary presentations, is impossible to replicate on a screen.
Why face-to-face matters to the mature traveller
The success of the show reflects a deeper commitment to personal contact that Silver Travel Advisor is embracing, exemplified by the opening of their High Street travel agencies.
Despite being increasingly tech-savvy, older generations are historically the group most familiar and comfortable with using a travel agent, as that was the primary booking method for much of their lives. They value the chance to talk to a real human being with whom they can develop a relationship. This preference is driven by several key factors that show the enduring importance of human interaction:
- Peace of mind and support: older people, especially when planning complex trips (like cruises or multi-generational tours), value the security blanket of having a human expert to call when things go wrong. In a post-pandemic world of flight cancellations and changing protocols, the knowledge that there’s someone on hand to fix it is more critical than ever.
- Complex bookings: Older travellers often book multi-component trips that a skilled agent can easily package, such as long stays or curated small-group tours.
- Personalisation and comfort: comfort, accessibility, and having specific needs (like ground-floor rooms or easy connections) addressed are priorities. A human agent is far better equipped to handle these nuanced requirements than a standard online form.
- Trust and risk mitigation: many mature consumers would rather pay a little extra for a more luxurious or secure experience than risk losing their hard-earned money to an online scam or booking error – an assurance that is only truly gained through trust in an individual.
The positive feedback that Silver Travel Advisor receives on review sites speaks for itself, with customers praising advisors who “went above and beyond to make sure every detail was covered,” highlighting the personal touch that face-to-face service provides.
Expanding the Footprint with Community Focus
Silver Travel Advisor’s decision to open High Street stores – with plans for further expansion – is a clear sign that personal contact is central to their growth strategy.
As their managing director Kerry Gallagher stated to Travel Weekly UK, a retail presence was “the natural next step and a way to expand our network and grow our footprint.” The key to their approach, however, is not just retail; it’s community. The stores are designed to be “more than just a place for people to come and book a holiday.” They include dedicated space for local events and gatherings, allowing them to host joint events with trusted partners and truly become a part of the local community.
This strategy perfectly aligns with the purpose of a show: to foster a community, build face-to-face connections, and position the brand as a trusted authority: the “leading voice of authority for the over-50s traveller.”
As the travel industry looks ahead to major events like the Destinations Show in London and Manchester, as well as the Conde Nast Luxury Travel Fair, and the Adventure Travel Show, the message is clear: the opportunity to look a customer in the eye, listen to their needs, and forge a personal connection is not just a relic of the past – it is a powerful, effective, and essential tool for marketing to the mature consumer today.
Author: Carole Tidball
