News from World Travel Market 2011

November 15, 2011  |   Posted by : admin  |   Uncategorized   |   0 Comment»

This year’s World Travel Market was buoyant as ever, despite the doom and gloom of the current economic forecasts, and news of the global trends from Euromonitor provided a number of different pictures across the continents. Some markets had showed impressive growth, despite the slowdown, with China attracting a host of leading operators to its burgeoning travel industry. Africa, meanwhile, demonstrated a boom in m-commerce, with 489 million mobile users and more than 60% using their smart phones to purchase goods.

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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