WASHINGTON, D.C. — The American Bus Association on Monday released a study conducted by John Dunham and Associates showing that the 2012 ABA Marketplace expo in Grapevine, Texas, generated a total of about $78.8 million worth of booked business for attendees.
John Dunham and Associates surveyed more than 2,500 Marketplace attendees representing all six delegate types (receptive operator, lodging, direct marketing organizations, buyer, attraction, and associate). Respondents listed the amount of business they booked in three categories: 1) Business booked at Marketplace 2012; 2) Business booked immediately following Marketplace 2012; and 3) Total amount of business the respondents’ expected to generate due to their Marketplace 2012 contacts.
Results showed that attendees across all member types had tremendous amounts of sales success, with some earning from $500,000 to $5 million in booked business as a direct result of the ABA Marketplace. Many respondents reported that the income they expected to generate from the expo would be 30 times what they spent to attend.
The study also revealed that many companies expected to book a lot of business after Marketplace thanks to the contacts they made at the event. Respondents anticipated generating an average of $58,065 worth of business after the expo.
The ABA’s Marketplace 2013 will be held Jan. 5-9, 2013 in Charlotte, N.C.
Source: American Bus Association