The Travel Tech Show at WTM demonstrates innovation in the sector
Fresh was a rolling theme for day three of the inaugural The Travel Tech Show at WTM
Almasalla Travel News – By Ashraf El gedawy – Whether it applies to online content, innovative start-ups or using the available tools creatively, the theme pervaded many sessions at World Travel Market today .
A website venture offering an ‘affordable luxury’ collection of UK hotels won £5,000 in funding at WTM’s first Fresh conference for start-ups.
The Escape List, founded by Samantha Goldman and Jaime Rose in January 2013, scooped the cheque from Sabre Travel Network, after a five-minute pitch was deemed the best of five presented to the panel of expert judges.
Judges were impressed by the start-up saying it ‘hit the spot’ and was ‘a great opportunity’.
Picking up on the theme of opportunity was a session by Sarah McDonald, Google head of travel, demonstrating how video is no longer only for those with deep pockets as savvy travel marketers take advantage of YouTube to promote their brands.
“I can see video longer term becoming the brochure of the future. Video can answer the questions for me better than sites such as TripAdvisor. It’s a powerful way to reach the target audience and push out a story. People are definitely seeking content on YouTube.”
Content was also a consistent them throughout the day particularly for the blogging community with a series of sessions from Travel Bloggers Unite.
Bloggers must match the traveller mindset when it comes to content according to an expert speaking during one of the panel discussions.
Gary Bembridge of TravellersTips.com revealed research published earlier this year revealing a disconnect between the content wanted by travellers versus what bloggers think they want.
Travellers want advice and tips foremost while bloggers think it’s about anecdotes and stories.
When it came to specifics, advice on getting value for money was important to 54% of travellers versus the 13% of bloggers who thought it was important, reviews and recommendations was important to 52% versus 17% of bloggers and more general advice important to 48% compared with 36% of bloggers.
“The majority of travellers don’t travel. Most will travel less than six weeks a year and nearly half travel for two weeks a year. One of the most important things for travellers is not inspiration, It’s risk reduction.
“It’s about content that confirms they are making the right decision and helps them make the most out of their limited travellers.”
A report from distribution giant Amadeus also centred on helping consumers with travel whether it’s through technology, accessibility or finding the right travel product.
A key highlight of the panel discussing the Amadeus Travel Insights report was whether we’re in danger of losing a generation of travellers by not providing for those who want to be always connected and sharing content.
Julia Lo Bue-Said, Managing Director of Advantage Travel Centres, said: “If we are not careful we will. We’re travelling in multi-generational families now. It’s hard to search online for the types of experience they are looking for. It needs to be more sophisticated and more inspirational.”
The Travel Tech Show at WTM was borne out of the Technology region of WTM. The region grew by 70% between 2010 and 2012, leading the launch of ‘the show within a show’ concept. The Travel Technology Show welcomes an extra 61 exhibitors. Amadeus, Comtec, Pegasus and Dolphin Dynamics are some of the familiar reservations and booking technology firms exhibiting this year. But other sectors such as email marketing, reviews management and consumer-facing bedbanks will be represented by newcomers such as Silverpop, reputation.com and Venere.
