WTM 2011 surpasses £100m travel tech deals

WTM 2011 surpasses £100m travel tech deals

World Travel Market 2011 will generate more than £100 million for its Travel Technology exhibitors, reveals independent research.

Fusion Communications’ analysis of the WTM 2011 Travel Technology region reveals £102m of contracts will be generated, either through deals signed at the event with WTM Meridian Club buyers or from further negotiations which will conclude before WTM 2012.

The Travel Technology region grew by more than 40% at WTM 2011, a Reed Travel Exhibitions event, compared with the previous year. The region welcomed the highest number of new exhibitors, attracting an impressive 48 first-timers to the event.

The increase reflects the continued growth in importance of technology across the global travel industry. Companies making their débuts covered virtually every aspect of the online travel sector and include online marketing specialists World Independent Hotels Promotion, tour operator booking systems provider TigerBay Software, car rental software specialists Thermeon Worldwide and hotel reputation management company TrustYou GmbH

Regular exhibitors such as TripAdvisor, CodeGen and Wirecard were also in attendance, with many others taking advantage of the enhanced sponsorship opportunities.


Travel Technology exhibitors were strongly represented in the revamped WTM Speed Networking event at WTM 2011. Exhibitors took advantage of the chance to meet contacts briefly before the event opened and arrange a more detailed discussion later.

TT exhibitor Triometric Marketing Manager Alejandra Delgado Sanchez, who attended the WTM Speed Networking session, said: “The Adrenalin rush for the WTM Speed Networking was fantastic.  The best start we could have at our debut WTM. My colleague and I collected 30 business cards each including one very hot prospect – we couldn’t have been more pleased.”

Overall WTM 2011 will generate £1,653 million of business for all exhibitors before WTM 2012 opens on 5 November. The Travel Technology region will account for around 6% of the total business of WTM 2011.

WTM continues to generate double-digit business growth for the global travel industry despite the gloomy economic picture of the past few years. 2011’s £1.653m-worth of deals were 16% ahead of 2010’s £1,425m, with the 2010 sum representing a 25% hike on 2009.

Reed Travel Exhibitions Director World Travel Market Simon Press said: “The amount of business WTM 2011 conducted for Travel Technology exhibitors is phenomenal and is a testament to WTM’s role in facilitating business for its exhibitors on a truly global scale.

“The Travel Technology region of WTM is the largest travel technology exhibition in the UK and alongside the comprehensive technology events programme is a must-attend event for all those working in the sector.”