WTM Global Trends Report 2011

Global Village – Convergence of services Social media encompasses loyalty programmes, bookings, concierge and customerservice. The next step will be to incorporate mobiles. It will not be an easy task, however, as technology converges, intertwining media andplatforms, and increasingly blending the off- and online worlds.Word of warning Hotels must understand the differences in social media usage to integrate local aspects,avoid the incessant launch of new tools and websites and choose the most efficient.“Consumers now expect the opportunity to have one-on-one personal interactionswith businesses, in large part thanks to social media.”Nick Ayres, Manager, Social Marketing, InterContinental Hotels Group07-10 Nov 2011 • ExCel LondonThe Leading Global Event for the Travel Industry7-9 Nov 2011 ExCeL London