Surveys send mixed signals

Wondering how the recession might affect business travel, including exhibitor participation in trade shows? Two recently released surveys highlight a mixed response by corporations.

According to the Trade Show Exhibitors Association 2009 Exhibit Management Survey, exhibitors expect to attend 25 trade shows this year, down from 30 last year.

On the other hand, nearly three-quarters of respondents in the U.S. Travel Association’s Business Leader Survey said that increasing travel while others cut back creates an opportunity to build market share and new customer relationships.

TSEA’s anonymous survey, which had 300 respondents, covered a wide range of topics, from event budget allocation to staff training and salaries. Some key findings: exhibitor budgets are set to decline an average 17 percent this year compared to 2008; trade shows will account for one third of an organization’s marketing budget in 2009; and corporate spending on private events will decrease 30 percent in 2009.

With 401 respondents, the U.S. Travel Association survey of business executives at companies with more than $50 million in annual sales found: 82 percent believe business travel is important to achieving their business results; 81 percent believe more client contact is necessary in a slow economy; and 59 percent agree that in-person contact grows business.