Stay on top of the action at this year’s World Travel Market with Katie McGonagle’s guide.
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It’s that time of year again – while friends and neighbours are busy choosing Halloween costumes and deciding where to spend fireworks night, the travel industry has other priorities.
World Travel Market runs from November 3 to 6, bringing together the great and good of the global travel trade to debate, discuss and decide the direction of our industry.
So while its London-based seminars and sessions might seem a far cry from the day-to-day business of booking travel, the decisions made here will shape the year to come, whether we know it or not. That’s why it’s crucial to stay on top of what’s happening at the show, and to make sure you don’t miss a thing, we offer our pick of the events.
Flying Start
Low-cost airlines have driven an unprecedented expansion in aviation over the past decade, but with some now shifting their business models to court corporate travellers and the trade, the One-to-One with Jozsef Varadi, chief executive of Wizzair (Tuesday, 11am-12pm, Platinum Suite 1) should offer valuable insight into what the future might be for budget airlines.
Looking forward also takes centre stage at the biggest of the aviation debates, The airline business – changes at the top: new leaders, new strategies, new directions (Tuesday, 2.30-3.30pm, Global Stage AS850). This heavyweight panel will see Tui aviation chief operating officer Chris Browne tackle the issues alongside Ryanair director of training and recruitment Peter Bellew, and Flybe chief commercial officer Paul Simmons.
There’s another big hitter to watch out for the following day, as Virgin Atlantic chief executive Craig Kreeger takes to the stage for the Keynote Interview (Wednesday, 11.30am-12.30pm, Platinum Suite 3-4) to talk Delta, Dreamliners and more.
Smooth Sailing
This year’s cruise programme is smaller than in previous years, but remains vital to any agent who sells holidays on the water. Chaired by Clia director Andy Harmer, the key session is How cruise lines and cruise travel agents harness the power of social media to grow the cruise market (Tuesday, 12 1pm, South Gallery 21-22). With help from Royal Caribbean International’s online marketing manager, digital agency Designate and a marketing consultant, Harmer will look at how to attract new-to-cruise customers while still keeping existing cruisers engaged.
Big Hitters
WTM attracts high-profile names to debate the key issues affecting our industry. Kicking things off will be The Rt Hon Sajid Javid MP, Secretary of State for Culture, Media and Sport (Monday, 2.30-3.15pm, Platinum Suite 5-6), followed by the annual UNWTO & WTM Ministers’ Summit (Tuesday, 11am-1pm, Global Stage AS850), which this year takes on the challenge of how to build a lasting legacy from global events.
Watch out too for the Global Trends Report 2014 (Tuesday, 3.30-4.30pm, Platinum Suite 1) for the insider track on what’s selling well with exclusive analysis from Euromonitor International.
Or for a panel packed with some of the biggest brands in travel, make time for World Travel Leaders at WTM (Wednesday, 4-5.30pm, Global Stage AS850) which will bring together Tui Travel deputy chief executive Johan Lundgren, BA chief commercial officer Drew Crawley, Hilton Worldwide senior vice president Geraldine Caplin and more to debate how travel is likely to look in the coming years.
Sporting Chance
World Travel Market hit a sporting peak with debates before and after the London 2012 Olympic Games, analysing their impact on the capital. But the sporting story doesn’t end there. Rugby World Cup 2015: the potential for sports tourism (Tuesday, 3.45-5pm, Global Stage AS850) unites international committee members and former players to discuss how England’s hosting of next year’s World Cup can be used as a springboard for success in tourism as well as the sporting arena.
Wednesday’s session, Future trends in sport tourism as a destination development strategy (10-11am, Platinum Suite 3-4) broadens this theme, with input from the chief executives of the Glasgow Commonwealth Games and Tour de France Grand Départ in Yorkshire among the panel looking at how to harness the potential of this fast-growing sector.
Feel Responsible
World Travel Market’s dedicated Responsible Tourism programme covers an array of social issues, from wildlife tourism and conservation of endangered species to volunteering abroad, child protection and reducing energy and water consumption.
One of the best line-ups will be at Partnership for better tourism in destinations (Monday, 3.30-4.30pm, Travel Tech Theatre TT390), where Sunvil Holidays chief executive Noel Josephides, Abta head of destinations and sustainability Nikki White and Tui managing director of purchasing Garry Wilson are among those debating how outbound tour operators can work more closely with their destination management companies to ensure local communities benefit from tourism.
Similar themes will be addressed the following day in Increasing the local impact of tourism (Tuesday, 10-11.15am, South Gallery 19-20) with input from Tui’s head of sustainable development, Jane Ashton. But perhaps more directly relevant for agents is How can you use responsible tourism to drive sales? (Tuesday, 1-2pm, South Gallery 19-20), which will look at how to tread the fine line between offering consumers a responsible option while still maintaining a high-quality holiday product – and all without so-called ‘greenwashing’.
This is followed on Wednesday by the World Responsible Tourism Awards (11am-12pm, Global Stage AS 850) and a Responsible Tourism networking reception (5-6pm, Platinum Suite 1).
Social Services
World Travel Market’s growing focus on social media continues apace this year, with a series of events devoted to blogging and other forms of online engagement.
Facebook’s global head of travel, Lee McCabe, will be offering a keynote address on Mobile, travel and Facebook (Tuesday, 10-10.30am, South Gallery 23-26) and the potential for consumers buying travel products straight from social media sites.
Making the most of social media will also be the focus of the Social Media Masterclass (Tuesday, 3.30-4.30pm, Platinum Suite 3-4), while other sessions address the rise and rise of Buzzfeed, the usefulness of maps on mobile, peer-to-peer networks and social media communities, and the importance of good reviews in online networks.
Travel Bloggers Unite is once again teaming up on a series of blog-focused sessions. These include Video blogging and the future of travel content creation (Wednesday, 3.30-4.30pm, South Gallery 23-26) and, for the first time, WTM Bloggers Speed Networking (Thursday, 10.30-11.30am, Hall Entrance S11).
And for those who want an insight into where this is all headed, WTM Travel Perspective – Future Social (Thursday, 12.20-1.15pm, EM740) might have the answer, covering everything from iBeacons to wearable tech.
Inside the Action
Comment by Simon Press, senior director, World Travel Market
This year’s World Travel Market is the 35th and is poised to be the biggest and best yet.
WTM first opened its doors at Olympia in 1980, when Margaret Thatcher was prime minister and Blondie were topping the pop charts. Over the past three and a half decades, the event has outgrown both Olympia and Earls Court to become the event where the industry conducts its business.
A poll of WTM 2014 exhibitors and buyers revealed more than one in two expect to conduct business deals worth a greater value than they did in 2013, so we anticipate WTM 2014 will facilitate around £2.5 billion worth of business, up from £2.2 billion in 2013.
There are 215 new exhibitors, covering all regions of the event. Within these new exhibitors there is some really exciting new product and destinations including Myanmar and North Korea. Visit Denmark is returning to WTM, while Bosnia and Herzegovina is also new this year.
Furthermore, there are a number of new events taking place across the four days. These include the Spa and Wellness programme, which includes the SpaFinder Wellness Awards at WTM on the last day of the event. Also on the Thursday is the new WTM Bloggers Speed Networking, which will allow exhibitors to discuss business opportunities with 60 of the world’s leading travel bloggers.
Tech Talk
Technology trends might seem like the preserve of back-end IT departments or tech-obsessed geeks, but by changing the way consumers and the trade access travel products, technology has more of an impact than you might think.
Travel Weekly’s technology-focused sister title Travolution is the official partner of The Travel Tech Show at WTM for the second consecutive year, and will be producing a dedicated edition of the magazine to be distributed at the show. Editor Lee Hayhurst will be moderating sessions in the Travel Tech Theatre (TT390), including how Rich guest profiles will transform hospitality (Wednesday, 10.30-11.15am), and Tours & Activities: understand the opportunity in the hottest sector in travel distribution (Wednesday, 1.30 2.15pm).
Travel Technology Initiative is running a Travel Innovation Summit (Monday, 2.30-5pm, Global Stage AS850) bringing together key speakers from Thomas Cook, Travelzoo and Sabre Travel Network to look at the latest developments, followed by a Technology Drinks Reception (Monday, 5-6pm, Travel Tech Theatre TT390) for tech buyers.
Smartphones are one of the most important innovations of recent years, changing the way we browse and book travel; for a closer look at how to make sure your business is capturing this market, attend Mobile First (Tuesday, 11am-12pm, Platinum Suite 3-4) and Mobile – beyond the phone (Tuesday, 12.30-1.30pm, Platinum Suite 1), considering how tablets and other devices are taking this trend a step further.
Also peering into a crystal ball, Travel Technology Latest Trends (Tuesday, 5-6pm, Platinum Suite 3-4) will flag up what to expect in the coming year to help you stay ahead of the curve.
Feeling Better
This year World Travel Market is launching its first spa and wellness programme in association with Spafinder Wellness 365. Sessions will cover What exactly is wellness tourism? (Tuesday, 2-3pm, Platinum Suite 1), and Defining the difference between medical tourism and wellness tourism (Thursday, 10.30-11.30am, Platinum Suite 1). That will be followed by the Wellness Travel Awards (Thursday, 11.30-12.30pm, Platinum Suite 1), recognising the top properties across categories such as fitness and spa services.
