WTM Global Trends Report 2011

Technology and Online Travel - Gamification of travel Gamification is the integration of gaming dynamics in non-gaming environments whichstarted in the US entertainment industry, but is now spreading to the travel industry. Gaming is used to encourage consumers to share their experiences, photos andvideos to help generate brand awareness and loyalty. Travel players also aim for aviral effect.Terms of engagement Gaming dynamics work through the offer of points, badges, status levels, as well asreal gifts such as trips or air miles. There are many synergies between social games and traditional loyalty programmes,which can be considered as the first example of gamification in the travel industry. Gamification appeals to consumers of all ages, with a peak in the youngergenerations, aged 18-34 years. According to Forrester, 23% of social gamers are aged45-65.07-10 Nov 2011 • ExCel LondonThe Leading Global Event for the Travel Industry7-9 Nov 2011 ExCeL London