With a week to go until the event launches on Monday, November 7, the improvement on last year is likely to increase further.

The Travel and Online Technology (TOT) region has been a key focus for WTM 2011. This year, the exhibition floor space devoted to the region is more than 40% larger than last year.

Significantly, around two-thirds of pre-registered visitors interested in technology said they were interested in buying technology from exhibitors. This represents a 90 percent increase on WTM 2010, suggesting TOT exhibitors will be conducting a large amount of business this year.

Overall, WTM 2010 generated a massive £1,425 million in industry deals – a 25percent increase on 2009’s £1,139 million.

World Travel Market TOT Sales Manager Jo Marshall said: “The interest in this year’s Technology and Online Travel region from pre-registered visitors and potential buyers strengthens WTM’s position as the leading global event for doing business. WTM 2011 really does mean technology!”

New exhibitors include Triometric, e-GDS, Ixaris Systems, Spa Travel, FACT-Finder Travel, TravelSim, and Thermeon Worldwide.

The important hospitality sector is represented by IDeaS Revenue Solutions, EZYield, FastBooking, Vertical Booking, RateTiger – eRevMax, Bookassist, Guestline, Xn Hotel Systems, Globekey, hotel.info, RateGain, CRS Bookings, ReviewPro, SiteMinder, ParityRate, and TrustYou.

There will be two new pavilions within the TOT section, one dedicated to mobile technology, with exhibitors including AppiHolidays, AQ2, and Ecocarrier, the other for new exhibitors to the event - including Fortune Cookie, SustainIT Solutions, TigerBay Software, Rezopia, and Grupo1000 Lugares - who is also the pavilion’s sponsor.

The focus spreads into the content and seminar program, where a number of high profile speakers from leading brands will be taking the stage throughout the four-day event. The Tuesday TOT seminar program has been moved to the larger Platinum Suite rooms to cope with demand.

Reed Travel Exhibitions Director World Travel Market Simon Press said: “I’m delighted with the increase in both Technology and Online Travel exhibitors and those visitors interested in TOT region for WTM 2011.

“The exhibition floor space for TOT has increased by more than 40 percent with lots of business poised to be conducted in the region at WTM 2011. With almost 50 new exhibitors, there are lots of exhibitors for those buyers interested in technology to do business with.”