The survey, which received more than 118 responses, revealed that 95% of agents agree that advisors should be fined for bailing on industry events.

Travel Counsellor Jenny Jackson is one of the most vocal supporters of cancellation fees, having discovered the impact of no-shows the hard way.

“I’ve arranged more than 23 free homeworkers training days in London – and it is not profit making,” she wrote on flymy.co.uk. “The cost to book the venue, arrange menus, spend time collating the programme and liaising with trade partners all comes out of my pocket.”

Jackson added: “This is not a five-minute job. It can take months of planning, and it’s gotten worse over the past few years, so a blacklist needs to be implemented.”

Some organisations have already introduced a cancellation fee policy, in the hope it will discourage agents from skipping their events at the last minute.

“We are implementing a charge for this year’s conference if the travel advisor cancels it within two weeks,” Akvile Marozaite, Chief Executive Officer of Expedition Cruise Network, told TTG. 

“Our expedition cruise operator partners travel from as far as Australia for two days in London and it is both an enormous expense from their side and us to execute this outstanding event. The least the attending delegates can do is to show up or if their circumstances change, advise as soon as possible.”

ECN

However, not everybody believes that monetary penalties are the only way to tackle absenteeism. Sarah Webster, founder of Wayfinder Travel, argues that while fines “have their place”, the industry needs to reconsider its current practices if it wants to reduce no-show rates in the longer term.

“Persistent no-shows are also a participation-design problem,” she said. “Better reminders, easier late cancellation, clear context, waitlist movement, and useful follow-up can all improve outcomes, while recognising that genuine circumstances do arise.”

Others believe that hosts should educate agents on the investment that goes into their events.

Tricia Handley-Hughes, UK and Ireland Managing Director at InteleTravel, said that she always tries to “provide full explanations” on the planning behind its functions so that guests can better understand the importance of attending.

“If you’re not an event organiser, it’s hard to appreciate the time, effort, cost and advance confirmation required before any event,” she explained.

Identifying high-risk locations for drop-outs is another way event hosts are lowering their numbers of absentees.

“One of our biggest learnings we’ve had over the years is that it can vary considerably by location,” said Lorna Willis-Edwards, Director at Spirit Marketing & Events. “Knowing these patterns allows us to forecast and plan more accurately and manage final guest numbers with our venues, suppliers and partners.”