The global travel industry will benefit from interest in online and social network-based games, reveals the WTM Global Trends Report 2011, released today (Monday 7 November) at World Travel Market.
The study, in association with Euromonitor International, states gamification – the integration of gaming dynamics into non-gaming environments – will spread from the entertainment sector to the travel industry.
It is no surprise that the 18-34-year-olds are the age group which travel companies are most likely to attract by adding a gaming element to their online and mobile presence. Sectors with an older customer base could also benefit.
Travel companies first took to the trend in 2010, with the Australia Tourism Board – www.nothinglikeaustralia.com – and Lufthansa – www.lufthansawefly.com – offering prizes to encourage travellers to share photos and experiences.
This year, Tourism Ireland launched a social gaming initiative on its Facebook page. Ireland Town encourages users to explore the country’s attractions and complete activities based around the country’s tourism offer with trips to Ireland as the prize.
“Tourism Ireland has a fan base of nearly half a million, and each of those fans has an average of 130 friends,” Mark Henry, Director of Central Marketing, Tourism Ireland said. “We can potentially engage with more than 62m people around the world through our Ireland Town game.”
Reed Travel Exhibitions Chairman World Travel Market Fiona Jeffery said: “The role of technology within travel and tourism gets even more important every year as the industry looks at new ways to engage with consumers.
“This importance is highlighted at World Travel Market 2011 with the Technology and Online Travel region being 40% larger than last year. The emergence of gamification offers the industry another vehicle to engage with holidaymakers, especially younger holidaymakers who spend their time participating in online and social network-based games.”
Euromonitor International Head of Travel and Tourism Research Caroline Bremner said: “Gamification is the latest battleground in online travel, combining key aspects of loyalty and social networking. Together with traditional marketing, gaming will help travel companies to increase brand awareness, in the hope of becoming the next viral sensation”.
