New Look World Travel Market 2016

New Look World Travel Market 2016

London’s World Travel Market is being given a makeover this year. With a brand new theatre, different opening hours, relocation of the press centre and blogger sessions spread over the duration of the show, the aim is to make it quicker and easier to navigate. Trips100 Editor Kirstie Pelling reports on how bloggers will benefit from the changes…

World Travel Market is fast approaching. Have you signed up yet? If not, don’t forget to register as press. You’d be surprised how many bloggers don’t take advantage of the extra facilities a press badge opens up for them. (Press centre, wifi, computers, cloakrooms, Monday access etc…) When you do sign up you’ll notice some changes, big and small, a few of which I have outlined below.

New look show

Don’t book a hotel room for Thursday night as you won’t need it. The new look World Travel Market has slimmed down to three days. Don’t panic though, you’ll still fit in all your meetings as there’s extra time at the end of each day to carry on networking. WTM Portfolio Press & PR Manager Paul Nelson explains the change has come about through the annual exhibitor feedback. “Every year we do post show research and in 2014 for the first time the majority of exhibitors said they wanted a three day event. We announced the change this time last year.”

The main bonus of shaving a day off the event will be reduced hotel, eating and drinking costs for exhibitors and visitors. “But we don’t want to reduce the opportunities,” says Paul. “In the past WTM was open 10am-6pm and now it will be 10am-7pm.”

Move away from the Platinum Suite

There’s also a shift in location for some of the staples of the annual London travel exhibition. No I don’t mean Germany is now in Latin America! The stands will be in the normal places and as colourful as ever. But the press centre has relocated from the Platinum Suite onto the show floor. “We will be in the South Hall, with Africa one side of us and Latin America on the other. That’s quite a big change and personally one I have been pushing for.” says Paul. “The Platinum Suite is separate from what’s going on down on the show floor and it almost doesn’t feel like you are part of the event. Sometimes in previous years I never got down onto the show floor till Thursday. Now, instead of being isolated and out on a limb, the press will be in the mix and feel more part of the action.” The relocation will also help save time getting around. “Everything is closer together and it should make life a lot easier for people to navigate the show.”

Be inspired

There’s a new theatre in the North Hall – the first amphitheatre style auditorium. It is called Inspire. Paul hopes it will do what it says on the tin with lots of inspirational content, and more social media sessions, spread over a longer period of time. “We are trying to work it so there is something for everyone on every single day.”

The Digital Influencer sessions are being organised by Travel Perspective, Traverse and iambassador. See below for details of the sessions. And on Wednesday afternoon the three organisations will form a panel. “This will be a mass unplanned session were they will leave it open to the audience to ask questions and there will be a moderator and a big debate. We’re trying to use some of the content to experiment a little bit and do something different,” says Paul.

From social to global

The final pillar of WTM 2016 is the Global Stage by the East Entrance. It will host World Tourism Day, this year celebrating its 10th anniversary in its current guise. And also the Ministers’ Summit, which has now swapped days. Paul believes these kind of events are what marks WTM out from exhibitions like ITB.

Find a match

A valuable session for bloggers is the Speed Networking, now in its third year. This year it will take place on Wednesday morning, with 100 bloggers meeting brands and tourist boards for an hour and a half. Places are limited but you can register your interest till close of play on 7th Oct by following this link.

Themes for 2016

And likely themes for this year’s WTM? Brexit, of course. A panel of travel representatives including Thomas Cook and Monarch will debate how they see it affecting them into the future. The new Inspire theatre will also have several high profile keynote speakers including tourism consultant Doug Lansky speaking about how tourist boards can differentiate themselves in a crowded market. And USA digital expert Brian Solis will speak about the future of mobile and new tech, and how travel companies can embrace it.

Go with the flow

If you haven’t been to World Travel Market before, expect to feel slightly overwhelmed at first. My advice would be to go with the flow, dip in and out of everything and let others carry you to places you might never have been before. With 50.000 delegates and 3000 press, part of the fun is bumping into someone interesting. Enjoy the atmosphere and the vibe, echoes Paul Nelson, who is looking forward to the new look WTM 2016. “We’re very excited about the buzz of the new content next to the show floor, and all the deals that will be done.”

And on Thursday? Rest. Go forth. Go home.

Social Travel Market Sessions:

Travel Perspective

“Influencers are confused about whether they need to declare that they have been paid to promote a travel brand after industry watchdogs have started to crack down. Tuesday’s Content in crisis session should help clear up what is legal and what is not,” says Mark Frary, co-founder of social and digital consultancy Travel Perspective. “Expect a healthy debate as the CMA, ASA and bloggers get round a table to debate the issues.”

With half a billion downloads, Pokémon Go is one of the most successful apps of all time and the travel sector has been quick to spot the opportunity. Yet is the technology that drives it just a passing fad? “We believe there are huge opportunities in travel for augmented reality,” says Mark. A Wednesday panel in the WTM Inspire Theatre will discuss both Pokemon and AR.

Visitors to the social media sessions organised by Travel Perspective will also hear about Facebook’s plans for the future and how destinations are using innovations such as Snapchat geofilters to attract visitors.

Traverse

iambassador

iambassador will host two back-to-back sessions on Wednesday afternoon in the Inspire Theatre. iambassador CEO Keith Jenkins outlines what you can expect. “Our first session (14:45 – 15:30) showcases developments and trends in digital influencer marketing via a series of case studies. In addition, guest speaker, Peter Jordan from Toposophy will present the STS Think Tank Report. This report is based on discussions between influencers and the tourism marketing industry at the recent Social Travel Summit in Inverness.”

“Our second session is dedicated to highlighting new, innovative ways in which DMOs, brands and influencers can collaborate,” he explains. Guest speakers from two European DMOs will talk about collaborative projects, maximising marketing budgets and achieve a higher ROI.”

Do you have any tips for getting in, out and around World Travel Market? We’d love to hear from you. Leave a comment below.