p9 wtm nov21 19/11/08 16:36 Page 9
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wtm 2008 news
World Travel Market 2008
November 10-13 ■ ExCeL ■ London
BLOGGING DEBATE.
TRY FLIERS: Harlequins
rugby stars David
Strettle (left) and De
Bloggers roll up
Wet Barry visited the
Etihad stand at World
Travel Market last week for Travel Rants
to mark the continued
sponsorship of the
TRAVEL firms and bosses were warned of
London club by the
the dangers of jumping “on the blogging
Middle Eastern carrier
bandwagon”, writes Matt Parsons.
A Travel Rants debate during WTM offered tips
on how firms could emulate the success of social
media websites such as WAYN and TripAdvisor.
Delegates were told blogging was increasingly
Technology ‘will
being used to boost companies’ online profiles
but that it took a lot of effort to make it work.
Karen Bryan, from Europe a la Carte, a website
for independent travellers, said: “Companies
propel a recovery’
cannot just jump on the blog bandwagon.”
Molly Flat, from 1000heads consultancy,
warned bosses against chipping in with awkward
attempts at using informal web lingo. She said
Chris Gray.
“Travel agents have not died. Five years ago other users would “pile in and slaughter them”.
TECHNOLOGICAL advances will pull travel out of people were saying every single high street 1000heads set up the STA blog STA Travel
recession, but traditional high street agents will travel agent would have closed by now, but it has Buzz, which Flat said rarely entered into dialogue
also be part of the recovery. not happened,” he said. with consumers. But other speakers said it was
A debate entitled “Tourism Futures” at WTM Tourism Society executive director Flo Powell important to reply to disgruntled travellers.
heard technological advances would stimulate agreed. She said high street agents were “here Other tips included ensuring a blog is personal
interest in travel just as they did after the early to stay” because people wanted good customer and includes the author’s name and picture.
1990s recession, which heralded the emergence service, which the web could not always provide. ■ Readers’ blogs at yourspace-ttglive.com
of the online no-frills airline revolution. Google emerging markets manager Andrew
Dimitrios Buhalis, deputy director of Pozniak said use of travel internet sites by people
Bournemouth University’s international centre in eastern and southern Europe would rise
WEB DEBATE.
for tourism, said travel firms needed to “interact dramatically, while users in western and northern
more with their customers” using online social Europe would increasingly look for “value”.
Comparison slight
networking techniques to capture new genera- New developments would include better links
tions that would help them survive recession. between online maps and information. He cited TRAVEL comparison sites commoditise holidays,
Youtravel.com sales and marketing director the example of the Google-powered phone that drive down prices and offer minimal information.
Paul Riches said technology would drive change can be used to source information about, for That was the critical opinion of Sunvil
but traditional sales channels would remain. example, a building by taking a picture of it. Holidays managing director Noel Josephides.
Speaking in a session called “Comparison
TOURISM AIDS DEVELOPING WORLD.
Sites: Friend or Foe”, he said comparison sites did
TOURISM transfers more money from the The industry should be more aware of its not offer a true reflection of what was on offer.
developed to the developing world than any contribution and more prepared to shout “I have never believed that these sites could
other industry, a WTM conference was told. about it, especially when being “continuously give comprehensive information. There is so
Flo Powell, executive director of the Tourism lambasted” for its carbon emissions, she said. much more to travel,” he said, adding compari-
Society, said the industry was responsible for Powell, speaking at a “Tourism Futures” semi- son sites could never match agents’ knowledge.
the “biggest single voluntary transfer of money nar, added that customers needed to be educated Doug Scott, director of online strategy for
from the developed world to the developing about how to behave more responsibly in desti- ASAP Ventures Ltd, said: “Comparators evolved
economies of the world”. nations to ensure local populations benefited. because customers wanted choice in one place.”
21.11.2008 09
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