Closer to home, there was talk of the Olympics and the many effects that the Games will have on the travel industry and the wider economy. Whilst leading hotel groups are already reporting good occupancy rates with eight months to go, a host of new opportunities have arisen for those ready and willing to cash in, such as the ‘Camp in my garden’ trend. In Europe, luxury hotels proved more resilient than expected and outperformed budget and mid-priced categories and there were some interesting facts and figures on how technology had impacted bookings in relation to iPads and tablets.

It was no surprise this year to find that the social media seminar was packed out, as experts gave some nuggets of advice alongside illustrative case studies from leading brands. Integrated strategies were a common thread, with a reminder that social media should complement traditional PR and marketing campaigns.

The array of stands in the hall was as impressive as ever, with a vibrant energy permeating Excel, and we took away some great tips for our travel clients on how to best utilise the emerging trends to capitalise on column inches.

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The idyllic 410 acre estate offers an array of activities and the guests enjoyed falconry, fishing, boating, golf and swimming, as well as some serious pampering in the chic Spa at Dromoland and fine dining in the Earl of Thomond restaurant.

In addition, the group visited nearby attractions including the Cliffs of Moher; one of Ireland’s major attractions which stretch for almost eight kilometres with a sheer drop of 700 feet, the Burren Smokehouse, which recently supplied Ireland’s finest wild smoked salmon for the Queen’s state visit, and Bunratty Castle, as well as two traditional Irish pubs, perfect for a pint of Guinness and traditional Irish stew.

Cash stayed at the luxury Irish resort with his wife June Carter during his European Tour covering the UK and Ireland in 1975. Other guests staying at the same time included Richard Burton and rally car driver James Hunt and we’re guessing there was some serious partying in the cocktail bar!

The 36-year-old menu, listing a five-course meal for under five Irish pounds; roughly equivalent in value to the hotel’s current 65 Euro dinner menu, is signed “Sheila, much love, Johnny Cash” and was presented to the hotel by the late chef’s son.

General manager Mark Nolan commented, “We’re thrilled that this treasured memorabilia has been brought to Dromoland Castle and will be displaying it within the hotel for visitors to see. Johnny Cash stayed at the hotel for three nights and drank Dom Perignon in true rock’n’roll style.”

Dromoland Castle continues to appeal to high-profile guests who can enjoy total privacy amidst the 410-acre resort, yet easy international access via Shannon Airport, just twenty minutes away. Stars who have stayed more recently include Bono, John Travolta, Richard Branson, Jack Nicholson and Demi Moore, as well as two US presidents; Bill Clinton and George W. Bush.

Lord Rosse joined us to greet a group of British journalists who were visiting the castle whilst staying at nearby lakeshore retreat Wineport Lodge in Athlone. The keen horticulturalist pointed out some of his favourite trees and plants in the magnificent grounds and talked about his predecessors who have been a pioneering force in a variety of arenas ranging from astrology to photography; including the 3^rd Earl of Rosse, Charles Parsons, who invented the steam turbine engine and famously introduced its use on marine vessels.

Whilst discovering this charming region, in association with Tourism Ireland, the group of visitors also enjoyed a river cruise along the Shannon, a pint of Guinness in Sean’s Bar – the oldest pub in Europe, and the chance to enjoy craft-making at the Ballinahown Irish Design Craft Village, highlighting the variety of attractions for tourists in this idyllic part of the country, just an hour’s drive from Dublin.

However, we were happy to find to the contrary last week when Spice PR took a group of journalists to County Mayo, in association with Tourism Ireland. The sun shone for three solid days, illuminating the magical landscape of Western Ireland and offering a stunning setting for a January spa break with a difference.

Boutique hotel Ice House in Ballina was the perfect location for appreciating the fine weather. Set on the banks of the River Moy, this contemporary retreat offers mesmerizing views from its stylish rooms, and from the glass atrium which sweeps out to the water’s edge from the fashionable Pier Restaurant.

The guests enjoyed pampering at the chic Chill Spa and excursions to beguiling local attractions including Ceide Fields, Foxford Woollen Mills and Enniscrone Beach.

In fact, the weather only interrupted on return to the UK, where heavy fog was stalling air traffic. Just goes to show, it may be only a 40-minute flight away, but Ireland can certainly offer a dramatically different picture.

The rock star announced that they would land in Shannon only if they could stay at nearby Dromoland Castle – a favourite haunt of celebrities and royals across the globe. The staff at Dromoland quickly prepared for the unexpected arrival and Ireland’s most famous band was greeted with home-made shepherd’s pie and a warm reception at the idyllic County Clare retreat.

General manager of Dromoland Castle, Mark Nolan said, “It was an unexpected visit but we were absolutely delighted to welcome them. They were the nicest and most appreciative people you could ever meet.”

The party also included British bassist Chris Wolstenholme of Muse. The group has been supporting U2 on a number of its worldwide tour dates, and whilst Chris headed home to the cold, bandmate Matt Bellamy was headed for Los Angeles to spend Christmas with Hollywood sweetheart Kate Hudson and her film-star family.

Set amidst 410 acres of rolling country meadows and woodland, Dromoland Castle enjoys a truly majestic setting and boasts 99 individually-styled rooms and suites, elegant wining and dining, golf course, leisure area with pool, sauna and Jacuzzi, and the chic Spa at Dromoland. Adored by celebrities, the hotel has previously welcomed stars including John Travolta, Demi Moore and Sharon Osbourne.

World Travel Market brings together hoteliers, tourist boards, tour operators, travel agents, ministers, media and many more for an extravaganza that sees the Excel venue in London’s Docklands become a vibrant, colourful marketplace for the global travel industry over four frenetic days as more than 50,000 visitors come and go.

First stop for us was the WTM Global Trends Report, in association with Euromonitor, which identified key travel trends worldwide and offered some ideas of what to expect in 2011. It’s no surprise that social marketing and mobile phone applications ranked high on the agenda here with some fascinating facts and figures, although the panel were keen to point out that these should complement, rather than replace, traditional communications processes. Other trends discussed included the so-called ‘deprivation holiday’ – which despite causing some amusement is clearly an emerging market – and the staycation, with some questioning of the latter’s longevity and a reminder of the need to continue driving growth in this area over the year ahead.

With social marketing on our minds, we headed over to TripAdvisor’s seminar which offered hoteliers tips and advice on how to harness the power of social media, rather than fearing it. Given that, according to the leading customer travel review site,  67% of UK travellers say that such information is ‘hugely influential’ in their decision-making process, this is not something that any property can afford to ignore, and judging by the impressive turnout, the growth looks set to continue.

After a spot of networking, we made our way through the incredible array of stands representing countries big and small to the Institute of Travel and Tourism’s Question Time, which offered two successive panels to answer the topical questions resounding through the industry. CEOs of four leading travel companies offered expert opinions on the controversial proposal for the ‘flight-plus’ change to the Atol scheme, raising moral, political and economic questions about how best to cover repatriation if an airline goes bump, and outlining possible alternatives, to a mixed reception. There were, however, some very positive messages about the resilience of the travel industry with advice for operators on strategies to effect immediate results, away from the long-term issues.

Finally, the UK’s leading travel editors and writers took the panel seats and offered their opinions on a host of issues, from their preferred travel review websites to the topics that they’ll be writing about – an interesting discussion and an invaluable insight for keen travel PRs!  All in all, a fascinating day.  Find out more at www.wtmlondon.com

Handling UK media relations, Spice PR will aim to raise awareness of these two stunning locations which are now more accessible than ever with great flight deals to Ireland from a host of regional airports across the UK.

Ice House is a truly contemporary delight which will wow even the most seasoned travellers, with its stunning lakeside location and breathtaking architecture that has given a truly modern makeover to this historic building – once the ice store for the fish exported via what was then Ireland’s principal port.

Wineport Lodge, meanwhile, is a gourmet’s paradise, with a food and drink theme throughout and a lakeshore setting on the inland waterways of Lough Ree in County Westmeath. Famed in Ireland as the home of leading celebrity chef TV show, The Restaurant, Wineport Lodge will delight UK visitors with its exquisite cuisine and warm hospitality.

Speaking of the recent wins, Spice PR director Dee Gallagher said, “We’re absolutely thrilled to be working with such incredible hotels. All the resorts we work with in Ireland are of an exceptionally high standard and we’re delighted to be expanding our client base there. It’s an important time for Irish hotels and operators to target the British market to redress the effects that the domestic economy has had on the tourism industry. We’ve seen positive results for our other clients and look forward to continued success.”

To find out more email dee.gallagher@spicepr.co.uk