A live Twitter feed kept guests engaged throughout the ceremony creating the opportunity for interaction. Guests also dressed up for the occasion, despite the majority being based at home. Trophies were sent out to the winners the day a er the ceremony. Lasting just over an hour, the awards were a good length for a virtual ceremony, and the platform remained live for about half an hour afterwards giving guests a further opportunity to network. The ceremony was tightly-scripted, polished and professional. Feedback from the event reflected the high quality, and in particular, how slick it was. A er the ceremony the BTA were provided with
data on who chatted to who, for how long and also who watched the promotional material from which sponsor. e advantages were clear: more guests could attend from further a eld, and signi cantly, the amount of data available to the organisers and sponsors meant business development opportunities were magni ed. And using a digital platform ensured the British Travel Awards 2020 was an extremely sustainable event.
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