How do travel companies use the TNT Travel Show to promote their product?

So, now we have established what the TNT Travel Show is and its primary aims, I can focus upon what the exhibitors within it do to pull their customers in. Typically, young people like to drink until the bitter end, meet like-minded people, travel cheap etc. So how do these companies use this to gain interest from their customers? 

First, let's look at a few of the exhibitors that take residency at the TNT Travel Show:

VODKA TRAIN

PILLOW ADVENTURE TRAVEL

As seen above, is the Vodka Train travel company which operates in Russia and the Pillow Adventure Travel Company, where the motto is 'sleeping is cheating.' Using these stereotypes has helped some of these exhibitors stand out amongst competitors; some of them offering up to an 80% discount on excursions and holidays.

As well as this, companies use social media as a way to ensure the future of the brand not only continues to market itself, but to target the younger generation. For example, one exhibitor offered people the chance to dress up as pirate's at the show and have their photo taken. This is then uploaded onto Facebook and the people share this in order to get as many likes as possible. The picture with the most likes, after a certain amount of time, wins a big discount at the travel company and a huge treasure chest full of alcohol. This sets the tone for the type of holidays some of these exhibitors promote. Not only this, but the bar at the event itself also offers discounted alcoholic beverages. 

In terms of 18-30's holidays, offers like this can 'seal the deal' so to speak for those want a cheap, fun holiday. They use these clever tactics to entice the customer, making them feel wanted and special. So what other kind of experience do travel shows encourage and promote? Is it purely 'party' holidays? Or have these shows adhered to the changing dynamics of young people who aspire to travel to faraway destinations?