NEW YORK -- If you moved the World Travel Market to the French
Riviera and invited only those who specialize in the top end of the
travel business, you would have the formula for the industry's
first
International Luxury Travel Market (ILTM), set for Dec. 10 to 12
in Cannes.
Planners said they expect 1,200 buyers and about 220 exhibitors
at the market, all of whom were screened to ensure their businesses
are a good match for the event.
In addition, 400 of the
buyers -- including travel agents, incentive planners and tour
operators, among others -- will be handpicked from around the world
(46 from the U.S.) and hosted in VIP style.
That includes roundtrip air to Cannes via Air France plus
helicopter transfers, Carlton Inter-Continental accommodations and
gala dinners. It also includes a pre-exhibition appointment system
for buyers and sellers.
The luxury show, to be operated by U.K.-based ILTM Media and
Reed Travel Exhibitions, is committed for at least a five-year run
in Cannes.
Serge Dive, ILTM's marketing and managing director, said the
event was created because specialists in luxury travel have
different needs from those selling in the mass market.
"Exhibiting at a show can be costly, so sellers want to be sure
they will meet the right people. [The event] offers a targeted list
of buyers," he said, as well as a worldwide source for business for
all parties.
Cannes, noted for its high-end facilities and services, is the
"right" place for an event that is all about high-end travel, Dive
said.
It is equally fitting, he added, that buyers in attendance
should experience the kind of VIP treatment that their clients
expect in Cannes and elsewhere.
The 800 or so buyers who don't receive special treatment will
pay $1,000 to $1,100 for ground arrangements that include the
helicopter transfers and the gala dinners, as well as access to the
show.
With the trade show 65% sold, Ronan McCarthy, ILTM director of
sales, said that about 45% or 50% of exhibitors will be from
Europe, and there will be good contingents from Africa, the Middle
East and North America, including a USA Pavilion.
Asia participation is at the low end, he said.
McCarthy said exhibitors are paying a premium for guaranteed
access to the handpicked, hosted buyers.
For more information on the market, visit www.iltm.net.