EVEN before it opens its doors, World Travel Market (WTM) 2011, the leading global event for the travel industry, is looking to generate more business than ever before according to a poll of its Meridian Club members – WTM’s business club for senior travel industry buyers. In 2010, WTM witnessed an impressive £1,425 million ($2,240 million) travel industry deals, with almost 90 per cent of Meridian Club members polled stating they expect to conduct a greater amount of business (in monetary value) at WTM 2011 than they did at WTM 2010.
This year’s event will be inaugurated by UK Olympics Minister Jeremy Hunt. According to Reed Travel Exhibitions chairman World Travel Market Fiona Jeffery, WTM 2011 will have a strong sports tourism theme as the event examines the potential of sports tourism with the London Olympics’ impact on the UK tourism industry a key focus.
The minister’s involvement with the show further demonstrates both the role travel and tourism will play in the success of the games and the importance of WTM to the sector. Excerpts from an interview:
What kind of response have you seen at this year’s Meridien Club? What opportunities can they make use of with their presence at the show this year?
Meridian Club is WTM’s exclusive business club for the travel industry’s most senior buyers with direct responsibility for purchasing. WTM 2010 saw more than 8,500 Meridian Club members attend WTM 2011. Membership is open to the entire travel industry with a strict selection process in place to ensure that only the most senior industry buyers are granted membership. To apply, buyers should visit www.wtmlondon.com/register.
Benefits at WTM include Speed Networking and exclusive Meridian Club lounges (situated on the exhibition floor for the first time last year) and access to private meeting rooms. Year round Meridian Club benefits include annual discounts on trade conferences and opportunities to attend Meridian Club Think Tanks on key issues within the industry.
Are you expecting to see another record year in terms of business deals?
World Travel Market is continuing to add new features to strengthen its position as the leading global travel event for doing business. The event in 2010 generated £1,425 million ($2,240 million) of travel and tourism industry deals. Despite the global economic situation, this represented an impressive 25 per cent increase on WTM 2009 which saw $1,139 million of industry deals. World Travel Market 2011 is set to be the catalyst for even more travel industry business deals then ever before, reveals a poll of Meridian Club members, with almost 90 per cent of Meridian Club expecting to conduct a greater amount of business at WTM 2011.
There is a huge focus on the Brics communities at WTM 2011. What in your opinion is the tourism potential from this market?
Last year, WTM polled our exhibitors, Meridian Club members and consumers of travel to compile the World Travel Market 2011 Industry Report, almost half (47 per cent) of those polled see emerging markets – including the Brics economies - as one of the biggest growth opportunities over the next five years. With this in mind WTM will focus on Brics this year with a session that is aimed at WTM participants interested in these emerging markets.
How many exhibitors are featured from the BRIC nations this year?
Last year India boosted its presence at WTM through a combination of new exhibitors and additional space to improve its position in the inbound and outbound tourism markets. This year India is set to have a similar presence with increased support from the private sector.
Brazil, this year has more prominence at the event with two speakers from the Brazilian Tourist Board headlining two of WTM’s main session. The Power Talk: Investing in Brics Tourism session on Wednesday November 9, as well as the Sports Tourism session ‘GAME PLAN - A 21st Century Sports Tourism Strategy’ which is taking place on Monday, November 7.
South Africa, who also make up the BRICS sessions at WTM will also have increased presence this year, being the main sponsor for the WTM Meridian Club, the official buyers club. South African Tourism plans to use its sponsorship of Meridian Club to keep the country at the forefront of the worldwide industry following its hosting of the 2010 Fifa World Cup.
WTM2011 has launched the social media webinars and travel blog this year. What was the need for this and how has this been received by the travel agents community?
World Travel Market is for the first time reaching out to the global online travel community with the launch of a new travel blog, a number of social media webinars and an extensive social media programme taking place during the exhibition.
The all encompassing WTM Social Media Programme has been designed to connect with the thousand’s of people and companies that make up the online travel community, to encourage interaction year-round and especially during World Travel Market 2011.
What can we expect to see at the two-day Social Travel Market event?
During the four days of WTM an extensive programme of social media activities have been planned to educate and engage participants.
The highlight of the programme is the two day Social Travel Market (STM) taking place Wednesday, November 9 (North Gallery Room 10) and Thursday November 10 (North Gallery Room 4/5). The STM will be made up of competitions, keynote speeches, panel debates and practical workshops covering a range of topics such as: The ROI of paid travel blogging, Video – Your most important social media tool?, The Perfect Travel Tweet and How to supercharge your blog.
STM (@socialtrav) is free to attend for WTM visitors and is organised by travel writer Mark Frary (@markfrary) and The Sunday Times Online Travel Editor Steve Keenan (@stevenkeenan).
How can exhibitors and buyers make the most of the newly launched WTM free mobile App?
World Travel Market has launched a free mobile App, available to download to all major smartphones. The App is perfect accessory for all World Travel Market participants before during and after the event, helping visitors and exhibitors to plan their time at WTM 2011.
The App includes a number of features including; the ability to register, real-time news, twitter feeds, videos, an array of photos from the exhibition floor, exhibitor and seminar listing, bespoke information from WTM based on your particular area of interest, and a bespoke personal event planner and route finder.
How was the new layout at ExCel received last year? Can we expect to see some new sections this year?
The £165 million ($259 million) expansion to ExCeL – London was a great success last year and enabled WTM to expand the Technology and Online Travel Region by 40 per cent this year and welcome a number of new exhibitors including Triometric, e-GDS, Ixaris Systems, Safeer Services, Spa Travel, FACT-Finder Travel, TravelSIM and Thermeon Worldwide.