AS an event dedicated to maximising business potential for inbound and outbound tourism professionals, Arabian Travel Market (ATM) is in touch with industry trends, including social media, which is transforming the sector.
Our industry is all about mobility, so it is no surprise travel and tourism professionals are rapidly embracing mobile internet and social media.
As of December 2010, Facebook alone had more than 21 million users in the Arab world, up 78 per cent from 12 million at the start of the year, according to figures from the Dubai School of Government’s governance and innovation programme.
Social media is taking hold across every market sector and region, amid skyrocketing penetration rates of internet and mobile phones, particularly web browser-equipped smartphones. Gartner research predicts mobile phones will overtake PCs as the most common web access device worldwide by 2013, with browser-equipped mobile phones set to exceed 1.82 billion units, against 1.78 billion PC computers. It predicts that by 2014, there will be a 90 per cent mobile penetration rate and 6.5 billion mobile connections, with three billion people able to communicate online via mobile or internet technology.
In the Middle East and Africa, mobile phone penetration rates are even higher than the current world average of 75 per cent. The countries of the GCC all have mobile phone usage rates well in excess of 100 per cent, with the UAE, Bahrain and Qatar nearer 200 per cent as many users have multiple handsets, according to research from BuddeComm.
Applications (apps) are a key aspect of the growth in mobile internet usage, providing platforms for the instant delivery of information, enabling users to stay connected regardless of their location. We have developed an app for the 2011 show and beyond. It includes programme information, up to date exhibitor lists, event features and instant access to all the latest ATM news, videos, press releases and photos. Additionally, the community section enables users to message and keep track of each other. Other features include a Twitter feed of comments posted by the ATM team and ATM’s followers and a recent activity section, which keeps users informed of any changes regarding new products, photographs or videos uploaded by exhibitors.
In an attempt to provide our exhibitors, hosted buyers and Buyers Club members with even more business opportunities, we have also added Connect@ATM for 2011. This is an online portal where exhibitors can book meetings and send messages to hosted delegates and Buyers Club members and vice versa. Each user is able to create a personal profile including an image and brief description such as company and job title, making it easier to connect with the right people. Connect@ATM also enables users to add visitors, exhibitors and other content as favourites, providing an easy way to keep track of those you want to meet as well as the areas of the show you are interested in.
In the programme schedule for ATM 2011, we have included three specialised presentations on technology and its impact within the sector. Some of the world’s leading experts on social media, will deliver presentations explaining leading trends and how travel businesses can best leverage the opportunities.
Social media platforms including Facebook, Twitter and YouTube are also explained. We look at how savvy travel companies are using them as viable online marketing and customer service tools, with a seminar featuring a number of experts, including representatives from travel websites Expedia and Job.com.
Leading experts from the region will also be presenting on how the web is continuing to change the travel retail landscape within the Middle East.
The role of social media is fluid and rapidly expanding, as it becomes a critical tool for reaching customers and building brands, including those within the travel sector. Our provision of a dedicated Connect@ATM portal, the ATM app and line-up of specialised speakers shows ATM is also evolving.
Mark Walsh is ATM’s group exhibitions director.
ATM diaries
by Mark Walsh