ATM: Back with a bang

ONE of the key things we’ve learned over the last 21 years of Arabian Travel Market (ATM) is that the hospitality and tourism industry has an unrequited appetite for knowledge.

This is because our industry is one that is constantly shifting, evolving and redefining itself as socioeconomic trends impact consumer behaviour and people actively seek out new experiences for a wide variety of reasons.

As suppliers, whether we are talking about destinations, ground handlers, hotels, airlines or any business linked to the provision of tourism services, we hold a responsibility to not only accommodate these changing demands but also be agenda setters for the future.

And this is where our annual programme of insightful seminar sessions and interactive technology theatre presentations adds incomparable value to the ATM experience.

The 2014 seminar series will once again address agenda-leading issues, industry trends and sector opportunities, with topics covering the preservation of cultural tourism, rising demand for wellness tourism and the ‘greening’ of the tourism industry.

As always, we are delighted to welcome some of the region’s most influential business leaders as speakers, including Adel Ali, CEO of Air Arabia; Simon Lynch, Director of Business Development, Abercrombie & Kent; and Mohammed Al Dhaheri, Strategy & Policy Director, Abu Dhabi Tourism & Culture Authority.

We’re also looking forward to revisiting cruise tourism, which, despite the challenges of the last few years, is the third vital element in the regional tourism triangle connecting land, air and sea.

A line-up of experts representing, among others, Crystal Cruises, Royal Caribbean will examine international trends and discuss how travel experts across the Middle East can sell and market both regional and international cruise itineraries.

This year we have also launched our ‘Spotlight on Luxury’ focus, which will dissect the premium travel and hospitality market, and which includes a dedicated seminar on Tuesday May 6.

An insightful hour-long session hosted by leading luxury travel industry ambassadors including Travel Attaché CEO, Liam Wholey, and Jacuqeline Campbell from the Travel Collection, panelists will discuss key trends influencing the global luxury travel arena and give Gulf destinations tips on ensuring their proposition caters to high-net-worth travellers.

Over the last three years we have continually upped our commitment to keeping the industry up to speed with innovation via our incredibly popular technology theatre seminar series; and this year will be no exception.

Keeping it mobile seems to be the overriding theme, whether that means a hands-on lesson in the potential of Google Glasses, which will be led by former lastminute.com  VP of Product, Race Yourself, David Slocombe, or interactive participation in a number of sessions focusing on the latest technological advances and trends in digital consumer behaviour.

If there’s one must-attend seminar, it’s the opening ‘Mobile in Travel’ session on Monday May 5, which really does set the scene for the week ahead. We’ve drafted in the best minds in the industry including Ian Humphreys, Regional Director Middle East, Caliber Interactive and Dan Cross, Territory Manager MEA for TripAdvisor; along with seasoned moderator, Paul Richer, Senior Partner, Genesys – The Travel Technology Consultancy.

Here, our experts will take a rational look at our obsession with mobile and social media channels, and demonstrate how new developments are taking digital travel management to an entirely new level – from conception to communication and delivery.

Another 60 minutes well spent will be at Oliver Blofeld of the Insight Consultancy’s presentation on ‘Social Media: Controlling Your Message’, during which he will demystify this often misunderstood and badly utilised tool. You are guaranteed to walk away with a new understanding of how to uniquely target your audience and promote your business through effective, structured communication that not only engages potential consumers, but also listens and responds to their needs.

With 16 sessions to choose from including hints and tips for building your brand online, a guide to finding and working with good travel bloggers, as well as our edge of your seat digital debate on ‘The Impact of Mobile in Travel’ (held in co-operation with the Digital Tourism Think Tank), there’s plenty of food for thought on the agenda at ATM 2014.

ATM runs from Monday May 5 until Thursday May 8, at the Dubai International Convention and Exhibition Centre. More than 30 wide-ranging seminar and tech theatre sessions will inform, educate and hopefully inspire participants at this year’s Arabian Travel Market as the industry looks to capture new ‘Gen Y’ market share, improve digital marketing capabilities and capitalise on high profile global events.

For visitor registration to Arabian Travel Market 2014, log on to: https://secure2.eventadv.com/atm/
The writer is portfolio director, Reed Travel Exhibitions, organiser of Arabian Travel Market.

By Mark Walsh