How Hospitality Vendors Can Maximize Trade Show ROI
Are you really getting the most value from your tradeshow investment?
From what we’re hearing… probably not.
Vendors are betting big on booths, but without a solid online presence, they’re walking away with fewer deals and more debt.
So why do so many vendors still cling to trade shows like they’re the only game in town?
Cory Falter recently sat down with Sam Dunning (host of Breaking B2B) on the InnSync Show to dive a little deeper.
“Some in hospitality are not seeing the ROI like it used to from traditional trade shows, tons of time, effort,” Cory says, “but it’s not oftentimes translating into direct business.”
Let’s unpack what this means for future shows and how to get the most out of them.
Stuck in the Safety Zone: Booths Alone May Not Be Generating Business
Trade shows feel safe.
They’ve “always worked” in hospitality.
Sam says, “It’s a classic case of thinking, this has always worked for our industry, let’s just keep doing it.”
The problem? Buyers don’t buy impulsively.
Sure, they might be intrigued by a flashy display or an enthusiastic sales pitch, but Cory’s insight is this, “Most likely those people are gonna go home… they’re gonna begin to do a little bit more due diligence when they get back.”
That’s where the cracks show.
Too many vendors spend six figures on trade shows but leave their websites looking like they were built in 1999.
No case studies. No clear messaging. No proof of results. Just buzzwords and confusion.
Sam says, “Maybe you have a great sales call… and then you go to their website. This thing looks like it was built in the year 1900’s. I can’t really understand what they do. I can’t see proof of results.”
It’s not visibility that vendors lack. Its credibility.
When Prospects Can’t Find You Online
Here’s the thing many hospitality vendors do not yet understand: savvy buyers are already shortlisting before and after the show and they’re not waiting for your follow-up call.
They’re Googling, checking reviews, and yes, asking ChatGPT or Perplexity.
If you’re not there when they search, you’re pretty much invisible.
Despite the hype around AI search, Sam says, “if you put all the AI tools together, they only take up 2% of the search market. Google is still a beast when it comes to demand capture.”
Translation: ignoring SEO isn’t just risky, it’s revenue suicide.
Cory added this about when searching for a new CRM that “has never even been into a trade show.” Why? Because he could research, demo, and decide — all on his own terms.
The writing’s on the wall. Buyers want frictionless research. Trade shows are friction.
Taking Back Control of the Story
So what can hospitality vendors do instead of clinging to the trade show circuit like a bad habit?
Sam says it’s about owning the narrative. That means showing up where your buyers are searching and shaping the story around your brand.
Here’s how:
- Fix the “Minibar Website”
Cory says: “If you don’t know what problems you solve and what you provide, and you confuse, you lose.” Start with a clear value proposition and structure your site with the problem → agitate → solution formula. Stop saying you’re “revolutionizing hospitality” — start showing real outcomes. - Build a Money Keyword Matrix
Sam’s tool of choice: map out the keywords buyers actually search when they’re ready to buy. Think “best hotel booking software for RV parks” or “Olive alternative pricing.” These long-tail, high-intent searches bring leads that are ready for a demo, not just browsing. - Lean Into EEAT
Expertise, Experience, Authority, Trust. That means customer stories, testimonials, case study videos, and proof you actually deliver. Cory calls it “social proof on steroids” — because it’s not about traffic, it’s about trust. - Embrace LLM Visibility
Buyers aren’t just Googling anymore. They’re asking AI for recommendations. That means your content has to be structured in a way that makes it easy for models like ChatGPT to pick you up: detailed, comparison-rich, and packed with real proof.
As Sam put it: “If you’re not showing up, then your competitors probably are. And they’ll be enjoying a free lunch 24/7.”
The Big Picture
Hospitality vendors don’t have a trade show problem, they have a trust gap. The flashy booth might spark interest, but if the follow-up research leads to a clunky website with zero credibility, the deal is dead before it starts.
The solution isn’t to ditch trade shows entirely, but to stop treating them as the only strategy.
Pair the visibility of events with a digital presence that builds trust and captures demand year-round.
Because let’s be honest: no one brags about raiding the minibar. And no buyer is impressed by a booth if the website behind it screams amateur hour.
Common Questions for How Hospitality Vendors Can Maximize Trade Show ROI
1. How can hospitality vendors measure ROI from trade shows?
Hospitality vendors can measure ROI by tracking post-show engagement (website visits, demo requests, content downloads), lead quality, sales cycle length, and closed-won revenue. But without a strong online follow-up experience, trade show leads often drop off after initial interest.
2. Why aren’t trade shows converting into real deals like they used to?
Today’s B2B buyers do most of their research online, before and after visiting a booth. If vendors lack a credible, searchable online presence (think: modern website, case studies, reviews), leads lose trust and don’t convert. The booth may generate buzz, but the website must close the deal.
3. What should hospitality vendors include on their websites to close more deals?
To build buyer trust and support trade show follow-up, vendor websites should include:
- A clear value proposition
- Proof of outcomes (case studies, testimonials)
- Easy navigation and contact CTAs
- Solution-specific landing pages targeting buyer intent keywords
- Content that answers common objections or comparisons
4. How can hospitality tech vendors improve their search visibility post-trade show?
Use a keyword matrix based on buyer intent (e.g., “best ID scanner for hotels”), optimize web pages for SEO, and publish content that LLMs like ChatGPT can digest—comparison guides, FAQs, customer stories. This helps buyers find and trust you when they’re doing independent research.
5. Is it still worth attending hospitality trade shows in 2026?
Yes—if they’re part of a bigger strategy. Trade shows are great for visibility and networking, but vendors need a strong digital foundation to convert that interest into revenue. The best results happen when trade show exposure is backed by an AI-ready, trust-building online presence.
