Delta Gateway Showcase Merges Aviation And Tourism Interests

Landmark Event Stresses On Corporate Market

Bhisham Mansukhani - Cincinnati

Delta Gateway Showcase participants strike a pose at the traditional Thanksgiving lunch at the Drees Pavilion in Northern Kentucky

The Delta Gateway Showcase 2004 that took place in Cincinnati and Northern Kentucky from October 31 to November 3, celebrated among many things, the power of symbiosis - that of aviation and tourism; so too that of convention and leisure tourism. The United States Of America hitherto may not have been as visible in international tourism promotions but the strong B2B focus of the Delta Gateway Showcase made the event stand out as an endearing example for tourism driven economies to emulate. The event has been an annual opportunity for international incentive planners to meet American suppliers and extensively tour venues for a first hand experience of the infrastructure and service. The event witnessed participation from countries like Belgium, France, Germany, Greece, India, Ireland, Italy, Netherlands, Russian Federation, Spain, Switzerland and the United Kingdom.

The conviction of an airline to recognise, let alone promote and organise the cause of tourism on proportions utterly global, offers a refreshingly new perspective on the relationship of airlines and agents, particularly relevant to the recently tense airline agent relations in India. Avers Andrea Shamoian, executive director, Delta Gateway Showcase Alliance, "The key objective of the Gateway Showcase was to bring together international buyers and hosts to exchange ideas and considerations and take things to the next level. Over the years, as the event has developed, we have tried to create as focused a premise as can be, for interaction between meeting planners and suppliers. The footprint of the event in terms of the countries that are represented by agents has also increased. The event this year witnessed its first South American participant. We also made some changes this year in terms of presetting interviews and having longer interviews."

One of the European travel agents, Robin Findlay, chairman and CEO, Ruby Mear Ltd, an incentive promotional and conference management company, expounded, "The only way to expunge the cliche of America being a bit of a cultural and social shock for Europeans was for us planners to find out for ourselves so we can personally vouch for the destination. This event does that and more. It is however an ongoing process as we try and open up more of America to Europe. It isn't all about New York, Los Angeles, California, Las Vegas or Miami. Salt Lake City is an example of what's out there."

Giorgio Fontana, proprietor, Livenza Viaggio and Turimso, an Italian company, too felt the event went a long way in empowering travel agents to better sell American destinations to their occasionally uncertain clientele. "The Gateway Showcase was certainly worth travelling the distance. There is a visible benefit in meeting American suppliers in their homeland for two reasons. There are many more suppliers one can meet and the pre and post tours provide me with the opportunity to experience some of the convention facilities and tourist attractions. With the airline on board, I am that much more confident about the flight connections, seat availability, passenger assistance, security and overall reliability."

Ajay Bali, CEO and MD, TQ3, the sole Indian participant, enjoying conversation with Peter Stearn at the Cincinnati Museum Center on the final dinner of the Delta Gateway Showcase

According to Jeremy Dawkins, operations director, Next Event, "I think it is paramount that meeting planners see the destination firsthand and meet with suppliers who are serious and organised with regard to their product. The Delta Gateway Showcase is as much a shot in the arm for America's incentive and groups market as it is a recognition for the efforts of the meeting planners from across the Atlantic. To be invited to America is a privilege and encourages me to further drive business to this market." According to Peter Stearn, regional director, reservation sales, Delta Air Lines Inc, Western European Call Centre in London, "The event is undoubtedly a tribute to the convergence of tourism and aviation. At our call centre in London, we certainly hope to achieve providing passengers with information other than just flight details. That is what customers expect and this is the information we are looking at integrating into our bouquet. Can our staff become consultants? I certainly hope so because that is what will make us different. Meeting planners have a key role to play - one that we can complement because although corporations work with airlines, they still prefer to have a travel agent onsite because of the level of personalisation that the agent provides." The Gateway Showcase gives international meeting planners from Europe and Latin America the opportunity to experience firsthand Delta's five US gateway cities, namely Atlanta, Boston, Cincinnati/Northern Kentucky, New York and Salt Lake City. In addition to exploring the Delta Air Lines product and services, this educational programme demonstrates the unique and fun-filled activities and sites each gateway city can offer to corporate and incentive groups. It incorporated a tradeshow with scheduled appointments, site inspections of the unique venues and firsthand experiences at world class hotels, available in each gateway destination. Networking opportunities with hospitality service suppliers, Delta Air Lines representatives and convention bureaus’ staffs enable participants to facilitate the booking process to any one of the five exciting US gateway cities. Participants have to fill out an application form posted on the Gateway Showcase website and submit their request to the Gateway Showcase invitation committee which comprises representatives of the five gateway destinations and Delta Air Lines. This committee reviews all applications for potential group bookings for any one of the five gateway cities and Delta Air Lines.

The pre-tours this year featured Salt Lake City, New York, and Atlanta. There were hosted evenings during the Delta Gateway Showcase which were held at Newport on the Levee, Northern Kentucky Convention Centre, CVG Airport Hangar, Drees Pavilion, Cincinnati Museum Center and Club Clau. According to Shamoian, "The Gateway Showcase is committed to providing both suppliers and buyers from the international meeting planning community with the most unique, enjoyable and beneficial event possible. Based on feedback from previous Gateway Showcase participants, we have instituted changes in response to suggestions received.”