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October 24, 2012

WTM Global Trends Report 2011 Correctly Predicts the Future

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:

UK: Rent-a-garden

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 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 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 travellers.

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 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 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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