THE Middle East is increasingly seeing high profile travel brands capitalising on the rapidly evolving technology landscape in order to meet the demands of an ever-more tech savvy consumer.
As such, a key focus of Arabian Travel Market (ATM) 2015 will, once again, be technology. The four-day exhibition will highlight growth in the technological sector and the various developments that are prompting the Middle East and North Africa (Mena) tourism industry to sit up and take note. As ATM’s fastest growing sector, travel technology will be brought together in a single event under the banner of The Travel Tech Show. We are delighted to welcome Paul Richer, senior partner of travel technology consultancy Genesys, back to the show. Paul will host two dedicated seminar sessions addressing a range of hot topics, including the latest developments in mobile, digital marketing and digital distribution, and will share his expert insight on how these developments are impacting the consumer and our industry. These practical seminars will also focus on how Gulf destinations can get the most out of technology and drive business, examine the latest trends and address the best ways to satisfy the needs of the discerning tech traveller. The panel discussion-style format is also guaranteed to deliver a lively interactive experience with plenty of audience interaction.The most recent YouGov data (which surveyed 22,686 online respondents, all MENA residents) stated that 31 per cent of those surveyed booked all of their travel requirements online, representing an increase of 10 per cent over 2013. The growth of online bookings has never been more evident in key tourism industry sectors with airlines, tour operators and hotels all experiencing a marked increase, further underscoring the need to make technology an integral part of any marketing strategy.The tourism industry is therefore developing ever-more sophisticated digital platforms and social media strategies to ensure they reach out more effectively to both existing and potential guests, particularly when it comes to mobile. With the growth of mobile demand, the evidence of travel brands aligning their strategies to fit with developments in new technology has never been more apparent. Bearing in mind that 25 per cent of those surveyed in the YouGov poll used their smartphones to book hotels online, while mobile usage to access online travel guides or to book leisure activities rose by 6 per cent, there is clearly a need to develop mobile compatible sites for hotels, tour operators and leisure attractions as a basic requirement. This presents a challenge for providers – not only in terms of investment but also actual knowledge – as consumers continue to accept the benefits of technology across all aspects of their lives; and as device screens get smaller there is a growing expectation for more information to be made available! The industry as a whole is embracing technology like never before. To compete in a digital market place where accessibility and speed are critical to the demands of today’s tech-savvy travellers, is of paramount importance.Another area that must be addressed is the Gen Y market (consumers aged 18-30 years old). This highly influential market segment is placing further emphasis on the hotel industry’s need to offer uninterrupted broadband Internet access for guests as well as consistent social media campaigns to market a bouquet of hotel services. According to a Viacom report, the Middle East’s Gen Y population is more Internet-reliant than any other region of the world, with four out of five users preferring to remain connected wherever they are in the world.It is clear that technological developments must be harnessed and developed by the industry sooner rather than later in order to ensure the region remains at the cutting edge of advancement. Greater guest interaction, more targeted campaigns and better internal systems are all positive side effects of incorporating these tech advances and positioning brands as strategic leaders in the market. If we take Time Hotels as an example, at the core of their technology strategy is the development of a seamless guest experience from booking to check out. Ease of searching and booking a hotel to the quality of communication provided during the guest stay are all vital touch points. TIME is certainly not alone in adopting this philosophy; many of the region’s top brands are introducing other examples of technology with the likes of wearable technology and card-less room entry no longer just a geeky novelty. I’m thrilled that the 2015 exhibition will host a number of new as well as our regular travel technology specialists. Amadeus, Sabre Travel, Payfort and M-hospitality, amongst others, will participate in this year’s show, while LeGate, 24x7rooms.com, ITRIP LLC, S.C DCS Fast Link S.R.L. and TravelClick will make their much anticipated debuts. This in itself highlights the opportunities for new business entry, and further underscores the increasingly competitive nature of the travel technology playing field. According to the European Travel Commission smartphone and tablet penetration is expected to increase and reach 598 million devices by 2018, thus the timing of Travel Tech @ ATM is perfect and will offer our industry partners exclusive insight into the latest tech trends and opportunities.The technology theme forms part of a packed agenda being developed for ATM 2015. Other highlights include budget travel, health and wellbeing, shopping, transportation, luxury, sports, culture and heritage, and adventure.Arabian Travel Market takes place at the Dubai International Convention & Exhibition Centre, on May 4 to 7. For more information, please log on to: www.arabiantravelmarket.com• The writer is exhibition manager, Arabian Travel Market By Nadege Noblet