WTM Global Trends Report 2011 Correctly Predicts the Future

October 24th, 2012

ScreenHunter_25 Oct. 24 16.50The WTM Global Trends Report, in association with
Euromonitor International, has successfully predicted global travel trends for
eight 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 industry trends to hit the
sector are 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 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 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.

China’s Growing Influence

The Global
Trends Report 2011 predicted hotel companies would customise their brands in
China, partnering with Chinese companies and creating programmes to cater to
the Chinese abroad, on the back of the increasing spending by Chinese travellers
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 travellers. For example, Mövenpick
Hotels & Resorts has three projects under development in China, while
Marriott International Inc unveiled its “Li Yu” welcome programme that features
a suite of customised amenities and services tailor-made for Chinese outbound

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
programmes. For example, InterContinental Hotels Group launched the "Win
It In a Minute" programme 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 5 November at 1 pm, Platinum Suite 5 and 6.

A session for WTM exhibitors and visitors takes place on
Tuesday 6 November at 2pm, 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

“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.”  

Have a question or a thought to add? Leave us a comment below.

Lydia Gordon

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