The travel industry is changing very quickly, and it is becoming more important than ever for people in the industry to build good and lasting connections.
Travel suppliers, such as hotels, lodges, airlines, and activity providers, need to work closely with travel agents and advisors who sell these experiences to travellers. One of the best ways for them to meet and form these relationships is through travel trade workshops, also called B2B (business-to-business) travel workshops.
These workshops create a friendly and professional space where suppliers can sit down with agents, share what they offer, and explain the unique experiences they provide. At the same time, agents can ask questions, learn more about the destinations or services, and see how they can better match these products to their clients’ needs.
At The Travel Hat, we take part in these workshops on a regular basis because we know how valuable they are. They make it easier for travel suppliers and travel advisors to connect in a way that saves time, builds trust, and helps both sides work together more successfully.
How Travel Trade Workshops Work
The way these workshops are set up is very straightforward, but at the same time, it works extremely well.
Travel suppliers such as hotels, safari lodges, wine farm accommodations, tour companies, or other experience providers usually have a small booth or table where they can welcome people. On the other side, travel agents, advisors, and tour operators move from one table to the next.
Each meeting is short and timed, often lasting about ten minutes before the agents rotate to the next supplier.
Even though the sessions are brief, they are packed with useful information. Suppliers use the time to explain what makes their service or destination special, while the agents can ask questions, learn more about the details, and collect helpful insights that they can later share with their clients.
Because the meetings are short and focused, the conversations stay clear, to the point, and full of enthusiasm.
Another benefit of this format is the smaller group sizes. Instead of trying to speak in front of a big crowd, suppliers and agents can talk in a more relaxed and personal way. This makes it much easier to build genuine connections and start relationships that can grow into strong business partnerships in the future.
Benefits for Suppliers
For travel suppliers, these workshops are a very valuable opportunity.
Normally, if a hotel, safari camp, or tour company wanted to introduce themselves to travel agents, they would need to spend a lot of time visiting agencies one by one. That can take weeks or even months, and it is not always practical.
With a travel trade workshop, however, suppliers can meet many different agents all in one place and in a much shorter time. This saves effort, reduces costs, and makes the process far more efficient.
Every conversation is a direct line to professionals who are actively selling holidays, accommodations, and travel experiences to their own clients. This means that suppliers are speaking to the right people—the ones who can recommend and book their services straight away.
During these sessions, suppliers get the chance to explain what makes their property or experience different, whether it’s special facilities, hidden gems, or insider knowledge that travellers would not easily find on their own.
The value of the workshop doesn’t end when the event is over. In fact, many of the strongest opportunities come afterwards.
Suppliers can follow up with the agents they met by sharing updated rates, sending brochures or marketing materials, and even arranging personal meetings to talk in more detail. These follow-ups help strengthen the first connection made at the workshop and often turn into long-term business relationships.
Benefits for Agents
For travel agents, these workshops are just as valuable and exciting. They get to discover new destinations, hotels, lodges, and travel experiences that they might never have come across before.
It’s like opening a door to fresh ideas and opportunities that can make their travel offerings stand out. Instead of only reading about these places in brochures or online, agents can talk directly to the suppliers who actually run them.
This face-to-face interaction is a big advantage. It allows agents to ask detailed questions, get honest answers, and gain first-hand knowledge that no website or marketing material can truly capture.
They can learn about hidden features, local tips, and special touches that make each property or experience unique. All of this helps build their confidence when speaking to clients.
With stronger supplier relationships and a deeper understanding of what’s being offered, agents can design travel packages that are more personal and memorable.
Their clients benefit too, because they receive better recommendations and more tailored itineraries — ones that reflect real insider knowledge rather than generic travel ideas.
Building Long-Term Partnerships
Even though the workshops move quickly and each meeting only lasts a few minutes, the real value lies in what happens afterwards.
These short introductions often become the starting point for strong, long-lasting business relationships. What begins as a simple conversation across a table can grow into an ongoing partnership built on trust and regular communication.
After the event, both suppliers and agents usually keep in touch through emails, calls, or even follow-up meetings. They share updates, discuss new ideas, and look for ways to work together more effectively
By building these long-term relationships, suppliers and agents are better able to understand each other’s goals and challenges.
This teamwork makes it easier to create travel experiences that truly meet the changing needs of modern travellers, experiences that are not only enjoyable but also well-planned, reliable, and memorable.
Why These Workshops Matter
Travel trade workshops are all about building and strengthening relationships — the true foundation of the travel industry.
Everything in travel depends on people working together: the suppliers who create amazing experiences, and the agents who help travellers discover them.
By bringing both sides into one shared space, these workshops make it easier to exchange knowledge, find new opportunities, and create travel experiences that feel real and meaningful.
When suppliers and agents connect face to face, they’re not just talking about business, they’re sharing stories, ideas, and a passion for travel. These conversations lead to travellers enjoying smoother, more authentic journeys.
At The Travel Hat, we see these workshops as much more than just networking events. They’re a powerful way to connect people, places, and possibilities.
Every meeting, every handshake, and every shared idea helps us make travel more personal and inspiring — ensuring that every journey a traveller takes is as special as the relationships that make it happen.