Two Weeks, Two Countries, 84 Meetings: Why We're Still Betting on Human Connection
By Sophie Byrne, Director, Optimised Consulting
Words can't explain how epic the last couple of weeks have been. Huge, in the best way.
I spent the first week back in New Zealand, my first trip there in over a year. Then I flew straight into the Australian Tourism Exchange (ATE) in Adelaide. Two countries, a lot of airports and more conversations than I can count. Here's what it looked like, and why it matters for the operators we work with.
Waiheke Island, North Island, NZ
Back in New Zealand for the first time in over a year
New Zealand has a special place in our business. It's where a lot of our client work happens, and it's where I spent my GetYourGuide days.
The trip had three jobs:
Catch up with existing clients. We work with them remotely week to week, so sitting across the table from them was a treat. We reviewed some amazing growth together.
Capture fresh content. We shot new material for socials at a few incredible locations. Nothing beats content filmed on the ground, in the real conditions guests experience.
Meet new operators. I reconnected with familiar faces from my GYG days and met new operators looking to level up their marketing and distribution.
Here's the thing about client work done mostly online: it works, but it can't give you everything. Walking a site with an operator shows you things no Zoom call will.
84 meetings in 4 days at ATE
From New Zealand it was a flight straight to Adelaide for ATE with our client Colourful Collective Travel.
ATE is Tourism Australia's flagship trade event. Australian tourism businesses meet international buyers in pre-booked appointments, back to back, for days on end.
Our tally: 84 meetings across four days, countless networking events and a lot of talking. Talking is my forté. Even so, it's taken until now for my voice to recover.
If you've done ATE, you know. If you haven't, picture speed dating where every date wants to know your commission structure.
ATE - Adelaide
Why in-person still matters in a screen-first industry
I spend a lot of my working week behind a computer. Most of our work lives there: OTA listings, booking data, content calendars, reports.
That's exactly why getting out and seeing people in person is so inspiring and motivating. Connecting, learning and sharing ideas in the same room does something a screen can't.
Technology will keep making us more efficient. We use AI to automate a lot of our follow-up after events like ATE, and it saves us hours. But it's a tool for the admin, not a replacement for the relationship.
Tourism is a people business at every level. Guests book because they trust you. Agents and buyers partner with you for the same reason. That trust is built faster in person than anywhere else.
Now the real work begins
I've learnt a lot over these two weeks. But a trade event is only as valuable as what you do afterwards. Turning conversations and learnings into action is the most exciting part.
If you've just come back from ATE or another trade event, here's how we approach the follow-up:
Log every conversation while it's fresh. Who you met, what they need, and what you promised. Do it daily, not when you're home.
Follow up within a week. Momentum fades fast. A short, specific email beats a long generic one.
Automate the admin, personalise the message. Let tools handle templates, reminders and contact sorting. Write the part that references your actual conversation yourself.
Sort leads by fit, not volume. Not every meeting becomes a partnership. Put your energy into the buyers who suit your product.
Turn learnings into one or two changes. Pick the biggest insights and act on them, whether that's pricing, product or how you pitch.
Heading to a trade event, or just back from one?
We help tour operators turn trade-event conversations into real partnerships and bookings, from prep to follow-up strategy. Book a free discovery call and let's get into it.
