WTM Global Trends Report 2011 correctly predicts the future
Wednesday 24, October 2012
The World Travel Market (WTM) Global Trends Report, in association with Euromonitor International, has successfully predicted global travel trends for 8 years running.
The launch of the WTM Global Trends Report 2012, taking place on Monday, November 5, at the World Travel Market, will be no exception when the next key industry trends to hit the sector will be shared with the international media.
The WTM Global Trends Report 2011 correctly predicted some significant trends in the travel and tourism industry, including:
The Global Trends Report 2011 predicted that the rent-a-garden concept would provide a significant source of accommodation for holidaymakers looking to enjoy the Olympic Games in London.
The prediction proved correct with several hundred people advertising alternative accommodation during the Games on Campinmygarden.com during the London 2012 Olympic Games. With high household debt, this website provides homeowners with the opportunity to rent out their garden as a campsite to visitors seeking to save money and also experience the local community.
ASIA: CHINA’S GROWING INFLUENCE
The Global Trends Report 2011 predicted hotel companies would customize their brands in China, partnering with Chinese companies and creating programs to cater to the Chinese abroad, on the back of the increasing spending by Chinese travelers on travel accommodation.
The prediction proved correct with many hotel chains expanding in China and using their experience in the Chinese domestic market to feed best practices to properties abroad in key destinations for Chinese travelers. For example, Mövenpick Hotels&Resorts has 3 projects under development in China, while Marriott International Inc unveiled its “Li Yu” welcome program that features a suite of customised amenities and services tailor-made for Chinese outbound travelers.
TECHNOLOGY AND ONLINE TRAVEL: GAMIFICATION
The WTM Global Trends Report 2011 also tipped Gamification, or the integration of gaming dynamics in non-gaming environments to create brand awareness and loyalty, as a key industry trend for travel companies. The prediction proved correct with the launch of several loyalty programs. For example, InterContinental Hotels Group launched the “Win It In a Minute" program to improve loyalty among younger consumers, while MyMarriottHotel allows players to take on the role of a hospitality manager in the kitchen, where players must cook, buy supplies, and get dishes to the counter.
The results of the WTM Global Trends Report 2012 will be launched at a press conference for the world’s media at World Travel Market on Monday, November 5, at 1:00 pm, Platinum Suite 5 and 6.
A session for WTM exhibitors and visitors takes place on Tuesday, November 6, at 2:00 pm, South Gallery Room 25 and 26.
Reed Travel Exhibitions Chairman Fiona Jeffery said: “The WTM Global Trends Report is one of the travel and tourism industry’s most anticipated reports due to its high success rate at predicting trends for the sector.
“Last year was no exception with a number of the trends coming to fruition, particularly the rent-a-garden trend in the UK, literally in WTM’s back yard.”
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