Travel Expos? Why Bother? (Big Spicy Debate)

Why did Expos come back after COVID? Can technology replace the relationships that drive the travel industry? What defines those relationships anyway? And who cares? Dylan Lall is joined by Uma Somia and Claudio Torti of Europe Incoming to debate the future of DMC sales and the growing tension between face-to-face relationships and digital scale. From trade shows and personal networks to online marketing, digital platforms and AI, the conversation asks a fundamental question: **Can you build the same trust online that you build in person?** In this episode - Online vs offline travel sales - The changing role of trade shows - Relationships vs brand - Who really owns the customer? - Why complex travel still needs human expertise - Digital marketing and scalability - Trust in the online travel world - AI, leads and the future of sales - Generational change in the DMC industry - Why service can be automated but hospitality is human The Big Question **When technology can scale faster than people, does the human relationship become more valuable or less necessary?** For DMCs, the answer may depend on what you're selling: a product from a shelf, or a complex experience that requires trust, judgement and someone to make it work. **The Travel Disruptor** explores the changes reshaping travel, business and technology and the questions they create for the people working inside the industry. **Who We Are:** The Travel Disruptor is brought to you by Europe Incoming**,** a destination management partner for travel professionals selling the UK and Europe. **One DMC. All of Europe! Celebrating 40+ years of tailor-made European Travel.** For more than 40 years, we’ve helped tour operators, travel agents, and organisers build programmes that are easy to sell and even easier to deliver. From hotel contracting and transport coordination to guides, entrances, dining, and on-the-ground support, we handle the moving parts so your guests feel the difference and your team stays in control. If you want to feature on the show as a guest or as a sponsor, email [marketing@europeincoming.com](mailto:marketing@europeincoming.com) today to get the conversation started.