Press Releases ITB Asia - The Trade Show for the Asian Travel Market

ITB Asia Announces Pan Pacific Singapore as Official Partner Hotel for 2012

Sun, 20 Nov 2011 23:00:00 GMT

Singapore, 21 Nov 2011 - Messe Berlin (Singapore), organiser of ITB Asia, has announced that Pan Pacific Singapore will be the Official Partner Hotel for ITB Asia 2012.

As ‘The Trade Show for the Asian Travel Market’, ITB Asia will serve as a unique international platform for first-time exhibitor Pan Pacific Hotels Group to showcase its portfolio of over 30 upscale Pan Pacific and PARKROYAL hotels, resorts and service suites in 12 countries across Asia and North America.

On the opening day of the three-day trade show, Pan Pacific Singapore will be hosting an exclusive evening reception where guests will be able to enjoy the hotel’s exceptional service and ambiance, and be treated to signature culinary delights inspired by the Pacific region.

In addition, some 150 top buyers attending the leading travel trade show will also be able to experience the hotel’s world-class accommodation and hospitality services, staying in Pan Pacific Singapore's luxurious rooms, exquisitely decorated to exude contemporary style and elegance.

"As a leading trade show that represents the Asian travel market, we are honored to partner with Pan Pacific, a brand with similarly strong regional presence. Synonymous with impeccable hospitality and five-star service, Pan Pacific Singapore is conveniently located within walking distance of Suntec Singapore making them an ideal hotel partner for the show," said Nino Gruettke, Executive Director, ITB Asia.

"We believe that there is no better platform than ITB Asia to showcase our properties across the region. ITB Asia has proven to be a great success in facilitating the growth of the travel market and we’re confident that this partnership will provide us with the opportunity to not only share our brands and world renowned hospitality but also to meet potential business partners and network within the global travel market,” said Scott Swank, General Manager Pan Pacific Singapore

ITB Asia 2012 is in its fifth year and will be held from 3 to 5 October 2012 at Suntec Singapore. This year, the show attracted over 7,500 attendees and 750 exhibitors from 70 countries.

About ITB Asia 2012
ITB Asia 2012 will take place at the Suntec Singapore Exhibition & Convention Centre, 3-5 October. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2012 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

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About Pan Pacific Hotels and Resorts
Pan Pacific Hotels and Resorts comprises 19 premium hotels, resorts and serviced suites (including those under development) in 12 countries across Asia, North America and Oceania. The “Pan Pacific” brand provides refreshing Pacific experiences inspired by an invigorating blend of its Pacific Rim locations. It is focussed on enriching experiences that draw on a diversity of landscapes and cultures; and relevant choices that convey freedom and individuality. Pan Pacific Hotels and Resorts has been recognised by Condé Nast Traveler magazine as one of the 25 hotel companies demonstrating social responsibility and has won esteemed accolades such as World Travel Awards, AAA Four Diamond Award, Condé Nast Gold List and Readers Choice Awards. For more information, visit panpacific.com

Daily Report 3

Thu, 20 Oct 2011 22:00:00 GMT

Women in Action

Benefits and challenges in holding association meetings in Asia

Challenging Times Ahead for Travel Agents

ITB Asia to increase floor space by 15% next year after 2011 show closes with record performance

ITB Asia Announces Winners Of Best Booth Design 2011

They said it: ITB Asia in quotes

Women in Action

The final day of ITB Asia’s conference session focused on the role of women in business. The discussion opened with the perception of ‘trust’ in women in making pragmatic discussions regarding money and major business decisions. Claire Chiu, Director of Business Development, Warwick Hotels shared the observation that while some of the top positions in travel are now held by women, the alpha females with the ability to make aggressive decisions may still be frowned upon.

According to Aya Aso, CEO & President, Agora Hospitalities Co., Ltd, although women in the corporate sector in Japan may be cushioned from any negative stereotyping, they may face some resistance when they start their own business. Barbara Gallay, President, Frosch Travel commented that there are great women leaders in both the public and private sectors in New York and Suchada Yuvaboon, Chairman, Rose Garden Riverside Resort & Spa, Thailand, added that men may just succeed in looking like they are working harder so they can continue to put women in supporting roles.

Chiu and Jeanette Ho, VP Revenue Management & Distribution, Fairmont Raffles Hotel International were invited to comment on the key contributions of women in the male-dominated travel industry. Both agreed that success means the correct blend of art and science, a balance of the heart and the head. For example, while technology has upgraded the efficiency of business, real communication need not degenerate to just codes and acronyms. Key in-depth intrapersonal and keen interpersonal skills are still vital for effective communication and understanding of customer needs. The panel concluded that this may also be the best time for women to excel in the industry as the glass ceiling seems to be breaking up due to enhanced meritocracy, transparency and openness.

Benefits and challenges in holding association meetings in Asia

A panel comprising PCOs and association heads took the stage to discuss various issues concerning the industry at the second edition of Association Day. They comprised Abdul Rahim Abdul Hamid, Vice President, Malaysian Institute of Accountants (MIA); Oliver Hennedige, Secretary-General, Asia Pacific Dental Federation; Bibiana Lau, Director, Sales, Suntec Singapore; Kitty Wong, President, K & A International of Taiwan; and Marcel Ewals, Managing Director, Kenes Asia.

On how to get sponsorship in order to reduce delegate fees, Abdul Rahim said they were fortunate enough to get a government sponsorship of RM10 million (about US$3 million) for the 2010 World Congress of Accountants. As the world body had a standard conference rate for delegates, the host committee could not lower the fee. It found a creative solution by bundling various components for delegates into an attractive package.

Wong described how they used international communication through the Internet to handle last-minute changes affecting an international conference. In April 2010, the Icelandic volcanic ash cloud incident led to the suspension of all flights from Europe less than two weeks before the conference she was handling. With all the papers stuck in Europe, soft copies were uploaded to the website so delegates could refer to the documents before the conference. The printed edition finally arrived on site on the second day of the conference.

The technology topic drew many opinions and examples. Ewals said meeting architecture was not meant to be fancy but to be useful. Going more high-tech should be done in phases to cater to the demographics of the audience, from Generation Y and X to the older set who may not use modern devices.

Agreeing, Abdul Rahim said that at their conference, although most delegates willingly accepted conference materials stored in thumb-drives, the organisers still had to print documents for the small number who only wanted the hard copy.

Wong concurred that there are still many professionals and others who are not familiar with new technology. She said this is where the PCO can help if committees are divided over which route to adopt.

Hennedige observed that infrastructure is different in different countries. While Singapore and Hong Kong are well equipped, others are not so advanced. He suggested pitching communication at a certain level so that people would be comfortable with it.

For a venue such as Suntec Singapore, Lau said the convention and exhibition centre would be fully wireless next year and all attendees would be able to enjoy free Wifi access. She explained that the venue had to negotiate and work with vendors to provide such services.

For temporary technology upgrades, Lau cited an IT event in 2008 where the Singapore Tourism Board helped to co-fund the huge cost of the additional facilities required.

Lastly, on the tricky question of avoiding double VAT charges, Ewals suggested that besides getting the PCO’s advice, organisers could just ask others in the same situation or get a tax consultant – it could take up to six or 12 months to get refunds.

Wong’s advice was to appoint a certified public accountant, especially as some international associations may do checks years later, and also because some worry about the possibility of money laundering.

Challenging times ahead for travel agents

Delegates attending the inaugural TTG Travel Agent Conference @ ITB Asia were advised to separate their offline business from their online trade if they wanted to grow the latter aspect of the business. The session, titled “Can you handle online?” was presented by Martin Symes, CEO of WEGO.

“Think about your cost of acquisition per visitor and what your click through rate is. Going online requires a different environment and you have to deal with a different mindset, so consider carefully before you take the plunge,” said Mr Symes.

Symes gave an indication of the challenges involved in adopting an online business model citing the experience of several brick and mortar enterprises that made the transition.

However, the status quo would no longer do for the traditional travel retailer, warned Hui-Wan Chua, senior regional director Asia, Travelport in the session entitled “How to retail travel today”. Ms Chua suggested that the walk in customer to a travel retail outlet came armed with information gathered from online sources.

The traditional concept of a travel agency retail outlet which functioned as an office for travel bookings would have to be transformed into a dynamic lifestyle store with exciting displays designed to inspire the customer to make travel purchases.

Ms Chua cited a study by advertising agency Leo Burnett called “Reimagining the retail experience”, which called on retailers to change the face of retail. One of the key findings of the study is that shoppers look to stores to deliver what the web could not.

The TTG Travel Agent Conference at ITB Asia is the first of its kind and received overwhelming response, prompting a change in venue to the larger Ballroom 2 at Suntec Singapore to accommodate a larger audience.

ITB Asia to increase floor space by 15% next year after 2011 show closes with record performance

Messe Berlin (Singapore), organiser of ITB Asia, has announced that it will increase the overall exhibition floor space by 15% in 2012 and move to level 4 of Suntec Singapore from level 6 after a record performance this year. The fourth edition of ITB Asia came to a close today, after attracting 7511 trade visitors, an increase of around 14% from last year, representing 91 countries, 50% more than in 2010.

Dr. Martin Buck, Vice President of Messe Berlin (Singapore) commented that the attendance of a large number of high level management and key decision makers to the show this year including Taleb Rifai, Secretary-General of the UNWTO and David Scowsill, President & CEO of WTTC, demonstrated the event’s growing importance and international appeal.

Exhibitors from over 70 countries were represented from as far as Botswana, Finland, Croatia and Iraq as well as partner country Japan who reported an increase in business activity at ITB Asia 2011, reiterating the strength of the regional travel industry despite economic uncertainties. Hiroshi Mizohata, Commissioner, Japan Tourism Agency commented that ITB Asia has served a good platform to spur on Japan’s recovery from the aftermath of the March earthquake and tsunami.

First time exhibitor and ‘Official Partner Hotel’ Hilton Worldwide, has also pledged to return next year after a successful show, with Philippe Garnier, Vice President, Sales and Regional Marketing - Asia Pacific, Hilton Worldwide commenting that ITB Asia provided effective platforms in helping Hilton Worldwide capitalise on genuine business leads and enhancing long-lasting trade relationships.

Several changes and enhancements were also made to ITB Asia 2011. The organisers introduced a new category of partially hosted buyers to the show this year, targeted at those with tight travelling schedules. In all, there were about 600 buyers at the event.

ITB Asia 2012 will be held at Suntec Singapore in the first week October, from 3-5 October , to ensure delegates, exhibitors and buyers get the best possible outcome from their investment in ITB Asia.

ITB Asia Announces Winners Of Best Booth Design 2011

ITB Asia’s inaugural ‘Best Booth Award – Individual category’ was awarded to the Tourism Authority of Thailand. And the title for ‘Best Booth Award – Shell Scheme category’ was scooped by Design Hotels.

Organisers Messe Berlin (Singapore) introduced the ‘Best Booth Award’ to acknowledge the resources and efforts exhibitors dedicate towards the design and decoration of their booths, as they look to raise their regional profile and impress partners and visitors. The winners were selected based on a combination of visitor votes.

They said it: ITB Asia in quotes

Caitrin Moh – MICE Manager, Singapore Office Korea Tourism Organisation

“Korea Tourism Organisation is quite a veteran at ITB Asia, and found that with effective quantifying of buyers from the walking ground crowd, the team and I were able to find the fit of serious buyers. Many of the buyers help a portfolio of 80% FIT and only 20% in MICE.”

Grace Chiu – Deputy Project Leader of MEET TAIWAN

“It is the first for MEET TAIWAN, the Taiwan MICE Advancement Program and International Marketing and Promotion Project, to exhibit at ITB Asia. The feedback has been positive and MEET TAIWAN will be back for a couple of years to ascertain the efficacy of the endeavor.”

National Institute of Tourism Promotion (Inprotur) Argentina
Mariano Vila, Coordinator for Asia, Oceanía, Africa

“We chose ITB Asia because is an important fair and we can show and teach visitors more about Argentina and South America. It is part of our schedule to promote the region in this kind of market. Two years ago, we had 18 sqm; last year, 36 sqm (both times with Brazil) and this year, with Chile joining us, we have 90 sqm. So we have grown along with the show!

While we continue to promote our nine world heritage sites such as Iguazú Falls, Perito Moreno Glaciar and Tango, we are also presenting Argentina as an active, natural, gourmet, authentic and meeting destination.

For Argentina, tourism contributes 7% of GDP and is a very important industry. Last year, we received about 6,000 visitors from South of Asia. We expect to have very good numbers this year because we have a lot of facilities and flight connections via Europe, USA and the Middle East.”

Turismo Chile
Carolina Valenzuela A-S, Asia Pacific Regional Manager

“For the first time, Chile is present in ITB Asia – in a joint effort with Argentina and Brazil to promote the South Cone and to present Chile as a world-class tourist destination and especially to increase the flow of travellers from Asia. The extensive air connectivity that LAN and its associate members of the group ONE WORLD offer to Chile and the rest of South America will allow Asian tourists to travel and enjoy amazing experiences.

In 2010, 36,069 visitors came from Asia – just 0.2% of the total. Our aim is to promote Chile as a new destination to this market due to the huge potential, and it is also important to show the trade new destinations that will satisfy the needs of their clients.

The new campaign to promote tourism in Chile is geared to communicate the great diversity of the country, highlighting the experience factor more than the destinations themselves, and showing Chile as an active country, filled with energy. We invite everyone to experience: culture & heritage, sports & adventure, natural inspiration, health & wellness, food & wine, leisure & lifestyle.

It has been worthwhile to join ITB Asia, as we have met the trade from Asia and we are creating awareness of Chile as new destination to include on their programmes.”

Geo Reisen Ecuador
Fernanda Machado, General Manager

“There has been good interest in the market. Ecuador is a new destination and people are willing to travel there. We have a lot of interest from India, Sri Lanka and Singapore, especially for meetings and incentives, as well as for package tours and FIT travel.”

Zagreb Tourist Board, Croatia
Luka Benko, Director of Legal and General Affairs

"We are always at ITB Berlin, but this is our first time at ITB Asia. As the tourist board, we are trying it out with a small booth since it is a new market for us in this region. We are already taking part in travel shows in Japan, China and India. The other shows are open to consumers, but ITB Asia is wholly B2B with high-level people attending. It is also very professionally organised.

The interest level has been very high; sometimes it is hard to cope with all the inquiries and visitors! Now we are promoting for the whole industry. But there is room to grow, and after seeing the great interest in Croatia, we will likely gather some hotels and tour operators to join us next time.

We have tour operators from Singapore who are interested to offer something new and different – Croatia has rich culture and history. No visa is needed, which is another draw. Malaysian buyers have also come by, and from India, they are looking for good sites to shoot movies.”

Munich Airport
Florian Potsch, Head of Travel Industry and Hub Marketing

“Bavaria and Tirol are being promoted as a region. Besides hotels and tours, retail is also represented in the team, such as Swarovski – which has been kept very busy! Munich is well-known and has a good reputation. It also has many direct flights from Asia with easy connections to the rest of Germany, Austria and elsewhere in Europe.

We have been developing the market for 12 years. We are very happy with the pan-Asian coverage of ITB Asia, as two-thirds of our partners have businesses across the region. It also serves as a good follow-up to sales missions to specific cities. For instance, when we visit Malaysia and Indonesia on sales calls, it is just the capital or big cities. At this show, we can meet travel agents from Penang and Surabaya as well.”

Rafi Shelef Tourism (International), Israel
Tal Ben David, Asian Market Manager

“The interest in Israel that we are seeing at this trade show is largely for religious and pilgrimage tours, especially from India, Malaysia, Sri Lanka, Philippines and Singapore.

There is also MICE business from India, and we are doing international travel and congresses. Direct flights are available from India, Beijing, Hong Kong and Bangkok, but unfortunately, not Singapore.

We have a bigger area this year, but the general impression among participants is that there are not so many buyers this year, compared with last year. However, the ones coming by seem to be more serious about business.

Preferred Hotel Group
Josephine Lim, Executive Director, Global Sales Asia Pacific

“Preferred Hotel Group has been participating in ITB Asia since the inception and it will continue to be in our tradeshow calendar every year. With the increased importance of Asia in the international arena and the pace of new hotel developments, the show will no doubt grow each year.

We see buyers now looking for more diversified products to suit their customers’ needs as the economic climate changes constantly, as well as travel preferences. Many have found us an ideal partner to work with – both for our portfolio of unique properties and also the different price points on offer within one company.

We notice that travellers are also more interested in unique, independent hotels and travel companies benefit from having one contact point to work with for the whole region. We currently have over 100 hotels & resorts in Asia Pacific and over 650 worldwide within our five brands.”

Warwick International Hotels
Stuart Gemmell, General Manager, Warwick Ibah luxury villas and spa, Bali

“It is Warwick’s first time at such a trade event in Asia. We announced our participation to target customers, inviting them to visit us at the show. But we also received many buyers and trade visitors also just coming to our booth without pre-appointments. China and India are new markets for us. There are many online travel agents here, including established players like Sabre and Pegasus. However, we don’t see many wholesalers. Overall, we are happy with ITB Asia and will be back next year.”

Wyndham Hotel Group
Samantha Szeto, Manager – Global Sales, Hong Kong & South China

“This is our first time at ITB Asia, and we came in based on the recommendation from our European colleagues’ positive experience with ITB Berlin. There is a big feeder market for the group in this region.

The Wyndham group is already big in China with more than 300 hotels; we are also in Australia and Japan, and growing in India and Thailand. Singapore is being developed with a new hotel opening in late 2012.

The first two days at the show were busy, with several online travel agents seeking direct rates, as well as MICE buyers, especially for incentives. Inquiries have come from Thailand, Singapore, China, India and USA – even though we are a US group!”

Daily Report 2

Wed, 19 Oct 2011 22:00:00 GMT

Overview of association management in APAC

Association Day Case Studies

Grooving to the content beat

Hotels: boutique, unique, designed

Visitors from Asia encouraged to see more of Germany

Why business travel matters more than ever in Asia
The second day of ITB Asia’s conference panel kicked off with the Business Travel Plenary session. Adam Sacks, Managing Director of Tourism Economics, presented key research findings commissioned by the World Travel & Tourism Council (WTTC) on the economic impact of business travel (BT) in Asia Pacific.

The research sought answers to two main issues: what role business travel plays in driving corporate performance in the development of the global economy and if this is more or less true in Asia than the rest of the world.

BT was covered in five areas: generating sales, keeping customers, developing partnerships, spurring innovation and driving exports. Among the interesting findings are:

On average, executives report that 29% of their company’s new sales depend on BT (38% in China)

Over two thirds of executive travellers (70%) believe that BT is “extremely” or “very” important to innovation and to “added productivity/efficiency”

One additional dollar invested in international BT would, on average, generate 17 dollars in trade

A 10% increase in international BT would increase world trade on average by 3%

BT improves global corporate productivity, yielding an overall return on investment of 10:1

The main conclusions to draw from the study are:

BT and economic performance are interlinked

Sales, customer retention, partnerships, and innovation all benefit from investments in BT

BT is particularly effective at driving international trade, which yields broad economic benefits

Among world regions, Asian companies and economies generate the highest ROI per dollar invested in BT

Asia is most susceptible to reductions in BT

The corporate, trade and association panellists then shared their views and experience with BT policies and their practical implementation.

Lena Khoo, Vice President, Global Travel Department, Credit Suisse, said that the bank had reviewed its choice of airlines in each country from home carrier to first-tier carriers and changing accommodation from five-star to four-star hotels, as well as eliminating non-essential travel and mandating pre-trip approval.

“With some 4,000 people travelling, we won’t hesitate to look at cheaper options, such as special deals from hotels,” said Khoo.

However, while some global companies had switched to virtual meetings through telepresence, she said it was not always the best solution because of high installation cost in each office and sometimes, it just made more sense to travel instead.

Jack Morgan, Vice President Asia Pacific, Sabre Travel Network, said telepresence would not replace BT, but give companies more options. “We find corporations using their travel budgets for face-to-face meetings, but moving training and some customer meetings to alternative platforms, such as video- and tele-conferencing (VTC).”

He added: “Face-to-face meetings establish credibility and comfort in business dealings in Asia.”

Andy Tan, Vice President, Sales, Pan Pacific Hotels Group, cited their own experience as a case to support retaining BT. Their annual roadshow visits 16 cities across the region, and each visit generates between 45 to 55 sales leads, generating about US$200,000 in revenue.

Tan added: “In fact, it is possible to measure ROI. For instance, one should be able to assess most sales leads within two months; 20-25% ROI is quite common.”

Sim Beng Khoon, Regional Director, Asia Pacific for the Association of Corporate Travel Executives (ACTE), commented that the stage of a country’s development should be considered. For instance, face-to-face meetings are important in China not just to establish connections and build relationships but also reflected one’s status and rank in the organisation.

“There is prestige and ‘face’ to be gained in attending corporate meetings,” he said.

He added that companies also look at the total cost of travel in relation to executive time, and other issues such as safety. In an emergency or precarious situation, can you get real-time information on where your people are, and if they are affected, he asked.

Overview of association management in APAC

The second edition of Association Day took place today and started with a presentation by Greta Kotler, Chief Knowledge Officer of the American Society of Association Executives (ASAE). She summarised research done by Frost and Sullivan for a joint study by ASAE and the Singapore Exhibition and Convention Bureau which sought to build a database of association management professionals and associations and assesses the size and scope of associations in selected markets in Asia-Pacific.

The research covered professional, trade and philanthropic associations in six Asian countries – Australia, China, Hong Kong, India, Korea and Singapore.

Kotler said the overall findings showed that the Asia Pacific associations market is poised for continuous growth, and this will be supported by economic, industry and sector growth within each respective country and region.

Associations identified a whole list of functions and their top current priorities. However, the most desired functions were:

Creating and disseminating standards of practice – Australia, Hong Kong, Singapore

Providing certification opportunities – India, Singapore

Providing training/professional development to members – Korea, Singapore

Catalyst to increase business opportunities for members Singapore

Continued timely information to members and the public and connecting practitioners – China

Steven Yeo, Vice President, Healthcare Information and Management Systems Society (HIMSS) Asia & Middle East, spoke on Membership Recruitment and Retention.

Yeo described how HIMSS builds communities, what works well and the challenges the association faces, such as resources, geography, diverse cultures and local languages and international and in-country issues.

Dr Ajay Kakar, Secretary of the Indian Academy of Aesthetic & Cosmetic Dentistry and Vice President of the International Academy of Periodontology, then shared with delegates on Communicating the Value.

Kakar said that communicating value is not just delivering a standard message; it is about identifying what one perceives as valuable. “It is tailoring a specific, targeted message to a targeted audience member,” he said.

He suggested personalising and customising communication and to provide members with real information on specific deliverables.

Association Day Case Studies

The afternoon session of Association Day focussed on education and collaboration. Shannon Sweeney, Managing Director of Be Communications Asia, gave interesting ideas and examples of best practice drawn from three events held in three different Asian locations.

The three cases – from Singapore, Taiwan and Sarawak – were chosen because they occurred in dynamic destinations that succeeded in attracting the global association market by doing things differently.

Singapore: ICMAT 2009

Organised by the Materials Research Society of Singapore, ICMAT 2009 was a huge success and won the 2010 Singapore Experience Award for Best Association Event. The conference attracted 2,100 delegates from 45 countries.

Over the past decade, ICMAT has grown to become the largest conference of its kind outside the US. It also encourages participation by young scientists who welcome the opportunity to engage with leading experts and academics.

“As a measure of its success, the biennial event has attracted 16 Nobel Laureates as speakers and 10,000 delegates,” said Sweeney.

Taiwan: 10th Asian Congress of Urology

The congress in August 2010 attracted 1,700 delegates from 36 countries. It was very different from most association events because it grew so big. Although a headache for the PCO, it was great news for the association. It also attracted a lot of non-industry sponsorship, which meant that money was not such a concern as usual.

Sweeney commented: “Collaboration was the key to this event’s success and showed how well PCOs and associations can work together.”

Sarawak: 14th Asean ORL Head and Neck Congress

It was held in May 2011 at the Borneo Convention Centre Kuching (BCCK) in Sarawak and attracted 610 delegates from 30 countries, as well as 30 sponsor companies. Sarawak offered a unique conference destination for delegates as well as top-notch facilities such as the newly constructed BCCK.

Sweeney said that apart from the exotic destination, a new idea was to include a local speaker to share “tribal wisdom” with the audience.

Grooving to the content beat

Content is king and the king is far from dead. That was the message from the Web in Travel conference, ’Putting The Groove Back Into Content’. The panel agreed that online travel content went beyond user generated sites and there was demand for essential customised information.

“We have information available online that comes from all sources and most of these is available at low or no cost,” said Bikram S. Sohal, Vice President & General Manager of CNNGo, Turner International Asia Pacific. “However there is a need for content that is well-written and with authority that generates trust.”

“We have to customise information for web, application and mobile platforms and that requires considerable amount of input and cross platform engineering,” he explained.

Echoing the sentiment, Giles Longhurst, Director, Frommer’s Unlimited, UK, explained that online content was not just about blog and review sites. “The connected traveller today wants to know more of what the destination has to offer than is physically possible to cover.”

“There is a gap between the ability to curate information versus ground sourcing. Travellers want content not just when they are planning their travel. They also want to know what is available in the city they’re in. If you’re in London and you step out the tube, you want to know what to do in the area around the station you’re at.”

Coming from a print background, one need not look upon the online media as a threat, said Daniel Quadt, Founder & CEO, GuideGecko, Singapore. “It is the mixture of thematic and the need to contextualise and give it a narration. The plan is to organise information in chunks so it can be pushed out the right way. For example, hotel property notes have to be done carefully as it is selling a product,” he explained.

However, the forum pointed out the proliferation of online media did not mean the demise of traditional media. An example of a crossover from the broadcast medium to print is the Discovery Channel Magazine.

Luke Clark, Launch Editor of Discovery Channel Magazine, Novus Media Solutions Asia explained that the channel commissioned approximately a billion dollars of content a year and there was a need to distribute advertising.

“Print will never fade away and the advent of online media has made the creative people more aware of the business. It is easier and more cost effective to integrate and produce quality content,” he clarified.

“All travel products have the potential to tell a story and the aim is to tell a good story. Don’t try to corporatize everything,” he said.

Hotels: boutique, unique, designed

Boutique hotels have been the preserve of small, independent properties, often at the upper end of the spectrum in terms of quality and service, or so they – and many people – believed. But now, the global hotel chains are joining the fray, and using their vast resources to get a piece of the pie.

Against this backdrop, the lively panel discussion saw a variety of opinions expressed, with comments from the audience adding spice to the proceedings.

The debate started with what defined a boutique hotel. Each member of the panel had different views: size, design, style, service, price...

Henry Maillet, General Manager of The Scarlet, Singapore stuck to the notion of a small property – “about 40 to 80 rooms, but not more than a hundred”.

However, David Lama, Area Director of Sales and Marketing Asia Pacific, Design Hotels Singapore, said a boutique hotel could be bigger but it must “integrate with the neighbourhood”.

This was probably good news to Arnaud Champenois, Brand Director, W Hotels and Le Méridien, Asia-Pacific, because many see Starwood’s entry (and other global chains in that league) as upsetting the little players’ turf.

Champenois said W hotels range from 300 to 500 rooms, with the focus being on design and theme, such as music or fashion that is unique to each location. “Each hotel provides quality service and a fantastic brand experience,” he said.

However, to Paul Kerr, President & CEO of Small Luxury Hotels of the World (SLH), boutique hotels are unique in that they are owned by individuals. “The owner stamps his or her personality, has a certain status in the locality and is able to open doors.”

He said larger hotels wanted to get into the space occupied by small hotels.

In terms of guest mix, Kerr estimated that among SLH’s 520 member hotels, it is 80% leisure. For W, it is a mix of both business and leisure, although when W Singapore opens in 2012, it is likely to be mostly leisure, due to its Sentosa Cove location.

Customer loyalty was another hot topic. While the Scarlet may be limited by the size of its property, it is able to leverage on its SLH membership. And although W has the Starwood Preferred Guest (SPG) programme as a powerful loyalty tool, Champenois said only 40% of W guests are SPG members.

He acknowledged, too, an attendee’s comment that hotels within the Starwood group may be competing for customers. “But each brand is distinct,” he said, “so one may stay at Sheraton for business during the week and at W for a weekend getaway.”

Lama commented that location is important, and boutique hotels are able to “target the mood of the person at the moment”.

Visitors from Asia encouraged to see more of Germany

A sophisticated and extensive network of high speed rail connections provides visitors the opportunity to see more of Germany and its varied and distinctive cities. Peter Blemengstengel, Regional Manager Asia and Australia, Deutsche Zentrale fur Tourismus e.V., gave buyers and delegates of ITB Asia an overview of lesser known cities of Germany such as Baden Baden, Neuschwanstein and Rothenburg ob der Tauber.

Travellers can fly to any of Germany’s gateway cities and link to other cities with German national rail operator Deutsche Bahn's 320 km/h high-speed Intercity Express (ICE) network. The service connects to major centres in Germany such as Frankfurt, Düsseldorf and Munich. It offers comfortable seating with on-board restaurant or bistro facilities. Trains depart and arrive in the middle of cities, saving valuable time of travelling from outlying airports.

"Asia is a huge important source market for inbound travel to Germany and I’m particularly pleased to see an increase of visitors from Japan despite all the problems that country faced," said Mr Blemengstengel.

Arrivals from Asia have been encouraging for Germany this year. More than 3.4 million overnight stays were recorded by visitors from the region in the first seven months of 2011. This was an increase of 15% over the same period last year.

Destination Germany scored particularly well with tourists from China and India. From January to July, visitor figures from mainland China recorded growth of about 27.5 per cent in overnight stays, while visitors from India rose by almost 25 per cent over the same period last year.

Positive growth in overnight stays was also seen from Taiwan (25.7 per cent), South Korea (19.3 per cent) and Japan (12.4 per cent).

The boom in visitors gives fresh impetus to German National Tourist Board (GNTB) to promote Destination Germany for the fourth time at ITB Asia this year. GNTB has partnered with seven industry partners to build on its marketing activities in the key source market of Asia.

The Entire ITB Asia On Your Mobile Phone � Free of Charge

Tue, 11 Oct 2011 22:00:00 GMT

Visitors to this year’s ITB Asia can download a free guide to the show on their mobile phones. The ITB Asia Mobile Guide again offers the entire show at one’s fingertips, including a list of exhibitors, a floor plan and information on press conferences and sightseeing in Singapore.

The ITB Asia Mobile Guide, provided by GIATA & TOURIAS, will make it easy for ITB Asia visitors to find their way around the Suntec Singapore International Convention and Exhibition Centre.

Every exhibitor entry will have a direct link to the Virtual Market Place. So detailed information about every exhibitor is always at your fingertips.

The ITB Asia Mobile Guide also contains the programme of WIT-Web In Travel 2011, the Associations Day programme as well as a list of ITB Asia conferences, events, presentations and receptions.

At the end of each show day, the ITB Asia Mobile Guide can be used to find the best way around town offering ideas on where to enjoy Singapore’s nightlife. Restaurants and bars can be accessed along with tourist information, plus details about key attractions in the city. This clever system can be easily downloaded onto many commonly available mobile phones at www.itb-asia.com/mobile.

The ITB Asia Mobile Guide will also be available as an internet based version to display additional features such as detailed hall plans, shortly before the show commences at www.itb-asia.mobi.

The technology is based on a system used by TOURIAS tips&deals, a travel guide for mobile phones. The system was developed by the Germany-based provider of tourism services Campagnon Media, and GIATA, a leading content provider for the tourism sector.

ITB Asia is a unique international platform that unites the travel and tourism industry to exchange valuable insights and business leads; attracting 6,605 attendees and 720 exhibitors from over 60 countries in 2010. ITB Asia is also a partner event of TravelRave, a mega travel and tourism festival week organised by the Singapore Tourism Board to be held in Singapore in October 2011.

About ITB Asia 2011
ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia
Become a fan of ITB Asia on Facebook facebook.com/itbasia

About TravelRave
TravelRave, Asia's mega travel and tourism festival, showcases world-class business events for tourism leaders and professionals from across the travel eco-system to maximise business opportunities, share insights and best practices, showcase innovations and celebrate our tourism achievements. Leveraging the buzz and dynamism of the Asian travel and tourism industry, TravelRave sets the stage for collaboration and enables the industry to harness the vast growth potential presented in the region.

Partner events include:
* Asia Travel Leaders Summit * Asia for Asia * Asia Pacific Hotel and Tourism Investment Conference * Aviation Outlook Asia * Cornell Hotel Society Asia Pacific Regional Conference * Condé Nast Traveler World Savers Congress * ITB Asia * Singapore Experience Awards * UNWTO High Level Meeting in Asia * Web In Travel Conference *

About Japan Tourism Agency (JTA)
The Japan Tourism Agency (JTA) was inaugurated on October 1, 2008 as the external agency of the Ministry of Land, Infrastructure, Transport and Tourism (MLIT). Under the jurisdiction of the Japan Tourism Agency, Japan National Tourism Organization (JNTO) performs as the official tourism bureau of Japan to promote inbound Japan tourism to foreign visitors through its thirteen worldwide offices’ marketing campaigns.

In addition to carrying out measures to expand international tourism exchange such as the Visit Japan initiative, the JTA works to prepare a national environment friendly to tourist travel. This includes creating appealing tourist destinations in Japan, upgrading tourism industries to fit traveler needs, promoting training and utilization of talent in the tourism field, encouraging the Japanese people to take vacations, and preparing safety measures for Japanese travelers abroad.

About Japan National Tourism Organization (JNTO)
Established in May 2006, Japan National Tourism Organization (JNTO) in Singapore is one of its 13 overseas offices of Japan. Working closely with its main office and 47 prefectural tourism offices promoting Japan inbound tourism in Singapore, Malaysia, Indonesia and India.

Entering its 5th year in office here, JNTO has been an active and committed exhibitor participating in major travel trade shows such as the bi-annual NATAS Travel fair in Singapore, the MATTA Travel Fair in Malaysia as well as ITB Asia.

For tourism statistics info, visit http://www.jnto.go.jp/eng/ttp/sta/PDF/E2011.pdf

Travel Industry Heavyweights to Gather at ITB Asia 2011 To Inaugurate Four New Conferences

Wed, 21 Sep 2011 22:00:00 GMT

Messe Berlin (Singapore), organiser of ITB Asia, ‘The Trade Show for the Asian Travel Market’, has announced four new conference sessions added to this year’s show. These include panel discussions on ‘Loyalty Programmes’, ‘Boutique Hotels’, ‘Women in Action’ and a ‘Business Travel Plenary Session’. Held from 19-21 October in Suntec Singapore, ITB Asia delegates can look forward to a powerful speaker line-up for all four sessions which will take place across the three days of the show.

This year’s conference programme is already the show’s largest line-up to date, with the addition of the inaugural TTG Travel Agent Conference, the Asia for Asia Conference organised by Singapore Tourism Board, as well as the second instalment of the successful ITB Asia Association Day.

“The conference component has always been a key element of ITB Asia's knowledge-sharing platform and this year’s programme is all set to be even bigger and better with over 3000 minutes of high powered content, about 40% more compared to 2010,” said Nino Gruettke, Executive Director of ITB Asia.

“To ensure that ITB Asia truly represents the travel industry, we’ve put together an exciting and more in-depth programme that will probe into the most relevant issues surrounding the industry this year. All sessions will be addressed by key industry players who will provide case studies and share first hand experiences and valuable insights not only from the Asia Pacific region but from around the world,” added Gruettke.

The conference programme will kick-off on the first day of the show with a keynote speech from Paul Brown, Hilton Worldwide’s President of Global Brands & Commercial Services, who will address the impact of demography and technology on MICE business in Asia.

The panel on loyalty programmes held on the same day will be represented by industry heavyweights including Paul Kerr, President & CEO of Small Luxury Hotels of the World, Robert M. Rush, President & CEO of LRA Worldwide, a leading global research and consulting company focused on customer experience management, Maria Taylor, Vice President Loyalty and Direct Sales, Asia Pacific for Accor, Sung-A Hong from Starwood’s Loyalty and Partner Marketing division, Alfie Yee, Director of Marketing, Asia Pacific, Hilton Worldwide and Sim Beng Koon, Regional Director of the Association of Corporate Travel Executives (ACTE).

“Delegates will learn the key to getting the balance right when executing loyalty programmes from these industry experts. They will also learn how to stay relevant to travellers’ needs,” added Gruettke.

The session on boutique hotels which will also take place on 19 October, will feature speakers from some of the best brands in the business, including Small Luxury Hotels of the World, Wanderlust, New Majestic, Hotel 1929, The Scarlet Hotel, W Hotels Worldwide and Design Hotels. In this discussion, boutique hotel industry leaders will share some of their trade secrets and big chains will also reveal their strategies on countering competition from the niche players.

The Business Travel Plenary session will include research findings on ‘The Economic Impact of Business Travel in Asia Pacific’ by Adam Sacks, Managing Director of Tourism Economics. The company designs market strategy models, tourism policy recommendations, tourism forecasting models, and tourism economic impact studies. This session will take place on the second day of the show, 20 October.

The final conference session which is scheduled to take place on 21 October, will put the spotlight on female travel leaders. These ‘Women in Action’ will share the stories of their journeys, what they have done to achieve success and their vision for the future of travel and tourism. Speakers confirmed so far for this panel include Claire Chiu, Director of Business Development from Warwick International Hotels, Jeanette Ho, Vice President of Sales and Marketing, Raffles Fairmont Hotels, Aya Aso, President & CEO of Agora Hospitalities who manages the Nojiriko Hotel EL BOSCO, a boutique resort hotel in Nagano Prefecture, Japan and Barbara Gallay, President, FROSCH New York. She was featured in Crain’s ‘Top 100 Businesswomen in New York’ and Forbes’ ‘Top 25 Women in Travel’.

ITB Asia is a unique international platform that unites the travel and tourism industry to exchange valuable insights and business leads; attracting 6,605 attendees and 720 exhibitors from over 60 countries in 2010.

ITB Asia is also a partner event of TravelRave, a mega travel and tourism festival week organised by the Singapore Tourism Board to be held in Singapore in October 2011.

For more information on the conferences, please visit www.itb-asia.com.

About ITB Asia 2011

ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia
Become a fan of ITB Asia on Facebook facebook.com/itbasia

Official Partner Hotel of ITB Asia 2011:

HILTON Worldwide

About TravelRave

TravelRave, Asia’s mega travel and tourism festival, serves as a regional platform to fuel collaboration and growth in the Asia Pacific tourism industry. Leveraging the continued growth of the Asian travel and tourism industry, TravelRave augments Singapore’s position as a thought leader and gateway to business opportunities in Asia. TravelRave showcases world class trade events that provide a broad platform for industry leaders, experts and professionals across the entire travel eco-system to develop business opportunities, share insights and best practices, showcase industry innovations and celebrate tourism achievements.

ITB Asia 2011 Announces Largest Ever Conference Programme

Tue, 02 Aug 2011 22:00:00 GMT

Enhanced knowledge platform and increased networking opportunities at the trade show for the Asian travel market

Messe Berlin (Singapore), organiser of ITB Asia, ‘The Trade Show for the Asian Travel Market’, has announced the largest conference programme line-up ever for this year's show with the addition of two new conference partners – TTG Asia and the Singapore Tourism Board.

Currently in its fourth year, ITB Asia is known for having successfully established a credible and international knowledge-sharing platform alongside the trade show, through the series of conferences, seminars and workshops it organises. Held from 19-21 October in Suntec Singapore, ITB Asia delegates can look forward to attending two new events; the inaugural TTG Travel Agent Conference and the Asia for Asia Conference, as well as the second installment of the successful ITB Asia Association Day.

"With close to 800 exhibiting companies from 60 countries from all aspects of the Asian travel industry participating in the show, ITB Asia sits on the pulse of the regional travel, tourism and hospitality industries,” says Nino Gruettke, Executive Director of ITB Asia.

“We constantly seek feedback from particpants to ensure the conference programme is relevant and able to address the latest developments, challenges and trends in the industry. This way, we hope to spark more sharing and collaborative efforts to capitalize on growth opportunities within the region."

The TTG Travel Agent Conference held on 21 October is an opportunity not to be missed for travel agents looking to learn from the best in the industry. The TTG Asia travel agent conference organised promises to deliver practical know-how and tangible learning points that travel agents can apply to their businesses to elevate success. Covering a range of topics, the conference includes case studies of super agents and tips for success in customised travel and online businesses. Entry is free for ITB Asia delegates and TTG Asia subscribers.

The fifth Asia for Asia Conference, organised by the Singapore Tourism Board in conjunction with The Asian Association of Convention and Visitor Bureaus (AACVB), will be held in Singapore for the very first time this year at ITB Asia. Themed 'Asia Rising: The Future of Meetings', this year's Asia for Asia Conference will explore the macro trends of the Asian travel industry, offering valuable insights and learnings from the experts, innovators, leaders and trendsetters of the meetings industry. The Asia for Asia Conference will be held on 20 October and attendance is by invitation only for selected ITB Asia delegates.

Encouraged by the overwhelming success of the introduction of ITB Asia Association Day last year, the conference will be back this year on 20 October as well as with new features such as a specialist forum dedicated to understanding and growing the association meeting sector in Asia. Renowned Association speakers will helm in-depth panel discussions on topics relating to association management and the challenges in holding association meetings in Asia. Association Day represents the joint collaboration and international expertise of key industry players Messe Berlin, ASAE: The Center for Association Leadership, Ace: Daytons Direct and Suntec Singapore. Entry is open to ITB Asia hosted Association buyers only.

Held in conjunction with ITB Asia, the seventh Web In Travel (WIT), will once again see the gathering of leaders in the travel distribution, marketing and technology industry. The intense two-day WIT conference centered around the theme 'Find Your Groove' (18-19 October) will be preceded by 'WITovation Bootcamp - Entrepreneurship & Innovation' (17 October) and followed by four 'ITB Asia Clinics' (20-21 October). Delegates interested in attending WIT can register separately at www.webintravel.com.

Focusing on industry how-tos with tips from experts such as TripAdvisor and RateTiger, 'ITB Asia Clinics' is free for all ITB Asia 2011 visitors and exhibitors.

ITB Asia is a unique international platform that unites the travel and tourism industry to exchange valuable insights and business leads; attracting 6,605 attendees and 720 exhibitors from over 60 countries in 2010. ITB Asia is also a partner event of TravelRave, a mega travel and tourism festival week organised by the Singapore Tourism Board to be held in Singapore in October 2011.

About ITB Asia 2011
ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia
Become a fan of ITB Asia on Facebook facebook.com/itbasia

About TravelRave
TravelRave, Asia’s mega travel and tourism festival, serves as a regional platform to fuel collaboration and growth in the Asia Pacific tourism industry. Leveraging the continued growth of the Asian travel and tourism industry, TravelRave augments Singapore’s position as a thought leader and gateway to business opportunities in Asia. TravelRave showcases world class trade events that provide a broad platform for industry leaders, experts and professionals across the entire travel eco-system to develop business opportunities, share insights and best practices, showcase industry innovations and celebrate tourism achievements.

ITB Asia 2011 Floor Space Sold-Out in Record Time

Tue, 19 Jul 2011 22:00:00 GMT

Robust APAC travel market spurs influx of new exhibitors and long-term partnerships

Messe Berlin (Singapore), organiser of ITB Asia, ‘The Trade Show for the Asian Travel Market’, has announced that all available booth space for this year’s show has been completely sold-out four months ahead of the event in October 2011. Many exhibitors have also taken advantage of a new two-year contract scheme to snap up 14% of the prime booth space in 2012.

“Asia Pacific is the fastest growing travel market in the world and with close to 800 exhibiting companies from 60 countries participating, it is clear that ITB Asia is a must-attend event for companies looking to establish a strong presence here. The exceptional sales performance demonstrates the show’s growing importance and is a validation from our peers that ITB Asia is indeed an effective and critical platform for marketing, networking and learning all about the Asian travel market,” said Nino Gruettke, Executive Director of ITB Asia.

Over a third of the exhibitors are first time exhibitors such as Guam Visitors Bureau, Wyndham Hotels and the Majestic Hotel Group. A notable new exhibitor is Hilton Worldwide, the leading global hospitality company with an impressive portfolio of 10 award-winning hotel brands. Hilton Worldwide has not only taken up a prime exhibition spot, but is also ITB Asia’s first ever ‘Official Partner Hotel 2011’, hosting buyers and organising exclusive events to showcase its distinctive brand of quality hospitality during the show.

20% of returning exhibitors have also bolstered their presence at the show by increasing booth space, particularly those from National Tourism Organisations. Returning exhibitor Korea National Tourism Organisation has expanded its floor space by nine-folds this year, and the booth sizes of the tourism ministries from Indonesia and Israel have also increased 40% and 60% respectively.

Around 10% of exhibitors who used to co-share a booth in the past have converted to taking independent stands. This demonstrates that participation in ITB Asia in past years has clearly reaped good return on investment.

Held at Suntec Singapore from 19 to 21 October 2011, ITB Asia, in its fourth year is a unique international platform that brings together the travel and tourism industry to exchange insights and business leads in one event-filled travel-focused show. ITB Asia is also a partner event of TravelRave, a mega travel and tourism festival week organised by the Singapore Tourism Board to be held in Singapore in October 2011.

The show is expected to attract more than 6,600 visitors and close to 800 exhibiting companies from 60 countries this year.

About ITB Asia 2011

ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia

Become a fan of ITB Asia on Facebook facebook.com/itbasia

Important ITB Asia 2011 Media Information

Sun, 17 Jul 2011 22:00:00 GMT

ITB Asia – The Trade Show for the Asian market – will take place Wednesday, 19 October to Friday, 21 October 2011 at Suntec, Singapore. The show is being organised by Messe Berlin (Singapore) Pte Ltd, and is supported by the Singapore Exhibition & Convention Bureau. ITB Asia will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel.

ITB Asia will be holding its 2nd Association Day on 20 October 2011. It will see the joint collaboration of the key industry leaders with international expertise such as Messe Berlin, ASAE: The Center for Association Leadership, Ace:Daytons Direct and Suntec Singapore. This initiative is also supported by International Congress and Convention Association (ICCA) and the Singapore Exhibition and Convention Bureau (SECB).

WIT - Web In Travel 2011 will be held in partnership with ITB Asia in Suntec. Leaders in the travel distribution, marketing and technology sectors will gather to discuss the latest trends and debate the hottest topics that are driving change in this dynamic environment. This year’s WIT will comprise:

Oct 17, 2011 – WITovation Bootcamp – Entrepreneurship & Innovation

Oct 18-19, 2011 – WIT Conference 2011

Oct 20-21, 2011, 3-5pm – ITB Asia Clinics, powered by WIT

For more information please check the official WebInTravel website www.webintravel.com.

New at ITB Asia 2011: TTG Travel Agents Conference. TTG Asia Media will launch a regional travel agent conference at ITB Asia 2011. More information: http://tinyurl.com/65ond6k

Journalists attending ITB Asia can also attend Association Day,TTG Travel Agents Conference and WIT free of charge.

Registration

Pre-registration online

Legitimate travel and business journalists are welcome to enjoy free access to ITB Asia, all official ITB Asia social functions, the Convention, WIT and ACTE events. Please register before 10 October to enable us to prepare your press badge and to avoid queuing onsite at Suntec. Your media registration form is available at www.itb-asia.com/press under “Accreditation”.

Press registration onsite at Suntec

Press registration is open onsite at Suntec from Tuesday 18 October until Friday 21 October, from 8am to 5pm. Members of the press may register at the media registration counter on level 1 (ground floor) at the main entrance of Suntec. You will need to present a press pass or a business card, or an appropriate letter of authority from an editor or publisher. Your registration is not transferable and is valid only when presented together with the holder’s ID. Press passes are strictly for journalists and not for advertising or publishing representatives.

Media Centre

The media centre of ITB Asia is located on level 2 of Suntec in room 209, and is open to editorial representatives. Journalists can use the available computers and receive the latest ITB Asia Press releases, photos, catalogues and exhibitor news here. Opening hours are: Tuesday 18 to Friday 21 October from 9 a.m. to 6 p.m.

Your contacts for all information, photo material and interview requests are Astrid Ehring, Press Officer ITB Asia, and her team.

Press Conferences

A series of Press conferences will take place in the Press conference room (room 208) adjacent to the media centre. Full details will be sent to media soon. Event organizer Messe Berlin (Singapore) and the host city, Singapore Tourism Board, are among the organisations that will hold Press conferences.

Important dates for the Press

19 October 2011

8.30 a.m. Access to Suntec Singapore, level 2

9a.m. Opening Key Note by Paul Brown, Hilton Worldwide's President of Global Brands & Commercial Services, theatre, level 2.

Ribbon Cutting, followed by Guided Show Tour: 10a.m. starts in front of the main exhibition hall entrance, level 6.

Opening Press Conference

11.15 a.m. on level 2 in the press conference room (room 208).

Updated Press information

The latest Press material, such as Press releases with coverage of the ITB Asia Convention and photos are also available online at “www.itb-asia.com under “Press Service” and “Press Releases & News” and “Photos”.

Messe Berlin (Singapore) will keep you posted with regular updates on Press conferences and other media related events that are part of the inaugural ITB Asia. Please visit the ITB Asia online media centre for latest information (www.itb-asia.com) or contact:

Astrid Ehring, Press Officer ITB Asia and ITB Berlin, tel: +49 160 748 6661, ehring@messe-berlin.com

and Brenda Yeo, ICON International Communications

Phone: +65 62202623

Email: lsoon@iconinternational.com.sg

Email: byeo@iconinternational.com.sgSoon Lishan

Singapore visas

Only some nationalities require visas for entry into Singapore. Please visit

http://www.ica.gov.sg/page.aspx?pageid=96&secid=94 for more details.

It is the responsibility of each journalist to ensure he/she has a valid visa to enter Singapore.

For additional details: www.itb-asia.com

ITB Asia is on Twitter! Follow us @ITBAsia

Become a fan of ITB Asia on Facebook facebook.com/itbasiaITB Asia

Nearly 20% of ITB Asia 2011 Hosted Buyer Programme Applications Hail from New Markets

Sun, 10 Jul 2011 22:00:00 GMT

Messe Berlin (Singapore), organiser of ITB Asia, the Trade Show for the Asian Travel Market, has received more than 940 applications for the hosted and partial hosted buyers programme to date, just a few months after registration opened in March. Apart from repeat buyers, an impressive nearly 20% of the applications are from markets looking to participate in the show for the very first time. These newcomers include countries such as Bhutan, Brunei, Estonia, Finland, Ireland, Kazakhstan, Luxembourg, Macedonia, Malta, Mauritius, Norway, Slovakia and Zimbabwe.

“ITB Asia’s hosted buyer programme has always attracted strong interest from top international buyers eager to meet with exhibitors and do business in Asia. The interest from new markets demonstrates the growing reach of the show beyond the region as well as the effectiveness of the show as a business platform.” said Nino Gruettke, Executive Director of ITB Asia.

This year’s programme also attracted strong representation from key source markets such as Australia, China, India and Japan. While leisure and MICE buyers still form the bulk of the applications in line with previous years, there is a healthy increase from 6% in 2010 to 10% this year in the applications received from corporate buyers. This is indicative of the steady growth of corporate travel sector for the region.

There has also been encouraging response for the new partial hosted buyer category introduced this year. This category provides buyers with more flexibility to participate in other ITB Asia programmes such as panel discussions and conferences and enable them to manage their appointment schedules better.

An early fan of this new category is Mr Henry Wong, Executive Director, Discovery Overland Holidays, “I have many partners in the region and I always look forward to meeting them at ITB Asia each year, but the scheduling constrains can be challenging for a busy traveller like me. It is fantastic that the organisers of ITB Asia are listening to the buyers and constantly improving on the hosting programme to accommodate our needs.”

Last year, ITB Asia also enhanced the hosted buyer programme by introducing new filtering techniques to ensure that only high quality buyers are invited.

ITB Asia 2011 expects to be hosting a quality cohort of approximately 500 international buyers this year, representing a balanced spread of markets and travel industry sectors and regions.
Held at Suntec Singapore from 19 to 21 October 2011, ITB Asia, in its fourth year is a unique international platform that brings together the travel and tourism industry to exchange insights and business leads in one event-filled travel-focused show.

About ITB Asia 2011
ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia
Become a fan of ITB Asia on Facebook facebook.com/itbasia

ITB Asia 2011 Trade Visitor Tickets Now Available Online

Tue, 17 May 2011 22:00:00 GMT

Buy your tickets online to take advantage of special rates

Visitors interested in attending ITB Asia this year can now purchase trade visitor tickets at www.itb-asia.com and take advantage of the lower online prices starting from today.

Positioned as The Trade Show for the Asian Travel Market, ITB Asia attracts top industry exhibitors and buyers from all around the world within the three key travel sectors: MICE, Business Travel, Travel Technology. With a trade visitor pass, members of the travel industry can attend the show which will be held from 19 to 21 October at Suntec Singapore.

“ITB Asia attracts thousands of international visitors each year who are there to find out about the latest global travel products presented at the show. There is so much for them to see and do during the three days so we want to make sure that no time is lost dealing with the hassle of the onsite ticketing process,” said Nino Gruettke, Executive Director of ITB Asia.

“With the online shop available, visitors can now purchase their tickets easily and securely from wherever they are at discounted rates, and enjoy the convenience of collecting their tickets from the fast-track counters at the show, saving them time and money,” Gruettke added.

Tickets booked online are priced at US$99 for the three-day trade visitor pass and US$50 for the one-day pass, valid only for the last day of the show. The online shop closes on 12 October 2011 following which the trade visitor passes will be available onsite atUS$120 for the three-day pass and US$60 for the one-day pass. Trade visitor passes entitles visitors full access to the exhibition trade floor and ITB Asia conferences.

ITB Asia is complemented perfectly by Web in Travel, Asia’s leading travel distribution, marketing and technology conference, taking place on Oct 18-19 this year.

More than 6,600 visitors attended the three-day show and convention in 2010. The show also attracted 720 exhibiting companies from 60 countries.

About ITB Asia 2011
ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia
Become a fan of ITB Asia on Facebook facebook.com/itbasia

ITB Asia 2011 Launches Best Booth Design Award

Mon, 25 Apr 2011 22:00:00 GMT

Award celebrates creativity and innovation in booth design at The Trade Show for the Asian Travel Market

SINGAPORE, 27 April 2011 – Messe Berlin (Singapore), the organiser of ITB Asia, is introducing an award recognising the best in exhibition booth design at this year’s show which will be held from 19 to 21 October at Suntec Singapore. With a record number of exhibitors participating in the three day travel trade show this year, organisers are expecting even more eye-catching stands to entice buyers and other trade partners.

“ITB Asia is an important event for many of our exhibitors looking to raise their regional profile and meet with key trade partners. Therefore, many of them dedicate significant resources and effort in designing and decorating their booths and we’ve seen some fantastic examples in past shows,” said Nino Gruettke, Executive Director of ITB Asia.

“This year, we’re introducing this award to express our appreciation for the creativity behind these amazing booth designs. Going forward, we can expect to see even more outstanding designs at our show in October, in turn setting the bar higher for booth designs in the exhibition industry.”

The award will kick off with two categories – Individual and Octanorm, or more commonly known as the shell scheme. Winners will be selected based on a combination of visitor votes by journalists, buyers and other exhibitors. The winners will be announced on the second day of the show. Winners of each category will receive an award plaque and the winning booths will be featured in the official ITB Asia show daily published by TTG Asia.

ITB Asia 2011, the leading trade show for the Asian travel market, is in its fourth year. In 2010, the show attracted 6,605 attendees and 720 exhibitors from over 60 countries.

About ITB Asia 2011

ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

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ITB Asia 2011 hosted buyers' registration opens

Mon, 21 Mar 2011 23:00:00 GMT

Introduction of partial hosted buyer category will see record turnout of buyers for this year

Messe Berlin (Singapore), the organiser of ITB Asia, has announced that registration for this year’s hosted buyer programme is now open.

ITB Asia’s hosted buyer programme provides exclusive business meeting opportunities for international and regional senior level buyers and decision makers who are sourcing for new destinations, travel products and services at the show.

Buyers interested in attending ITB Asia this year can submit their hosted buyer applications online at www.itb-asia.com starting from today. To ensure that only the highest quality buyers will enter the pre-scheduled appointment system, each applicant will be subject to a rigorous validation process led by Ms Siti Banding, Assistant Director Buyers Programme for Messe Berlin (Singapore).

“The ITB Asia Hosted Buyer Programme is renowned for its top quality buyers and reputation of generating genuine business leads. Last year, 83% of our buyers secured contract with exhibitors at the show The programme has proven increasingly popular year-on-year and continually attracts large numbers of top quality buyers,” said Nino Gruettke, Executive Director of ITB Asia.

In an independent post-ITB Asia 2010 survey, 95% of buyers who responded said they are interested to come back this year and 98% will recommend the ITB Asia hosted buyer programme to their professional colleagues.

This year’s programme will also see the introduction of a new category of partial hosted buyers. With the addition of the new category, buyers with tight travelling schedules can enjoy more flexibility to participate in the programme and manage their appointment schedules.

Partial hosted buyers can choose to attend ITB Asia 2011 on any two days of the three day show. They are also required to attend a total of 15 appointments for the two days at the show, as compared to the 30 appointments fully hosted buyers have to fulfil. The appointment system ensures buyers meet the people they most desire to do business with at ITB Asia.

Partial-hosted buyers will enjoy similar benefits as fully hosted buyers, excluding airfares. These include premium hotel accommodation, exclusive invites to key industry networking events, complimentary access to the Web-In-Travel (WIT) conference and admission to ITB Berlin 2012.

“The partial hosted buyer category is conceptualised based on feedback from buyers who are unable to commit to the full programme but yet do not want to miss out on this excellent platform for doing business at ITB Asia 2011. They also requested for more flexibility to participate in panel discussions and conferences such as Associations Day. With the new partial buyer category, over 600 top quality buyers representing the MICE, leisure and corporate travel markets will be invited to attend ITB Asia this year,” said Gruettke.

ITB Asia 2010 broke buyer records with 580 top-quality hosted buyers from over 40 countries attending the three-day show.

ITB Asia 2011, the leading trade show for the Asian travel market, is in its fourth year and will be held from 19 – 21 October 2011 at Suntec Singapore. Last year, the show attracted 6,605 attendees and 720 exhibitors from over 60 countries.

About ITB Asia 2011

ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia

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Hilton Worldwide Checks-In ITB Asia 2011

Tue, 04 Jan 2011 23:00:00 GMT

Hilton Worldwide named First ‘Official Partner Hotel’ for Leading Asia Travel Trade Show

SINGAPORE and MCLEAN, Va. – Hilton Worldwide has been named the ‘Official Partner Hotel 2011’ for ITB Asia 2011 by Messe Berlin (Singapore) Pte Ltd, the organiser of ITB Asia, the primary business-to-business travel show for Asia Pacific. This is the first hotel partnership for the region’s top travel trade show. Over the years ITB Asia has also succeeded in positioning itself as a focal point for the meeting, incentive, convention and exhibition (MICE) sector.

Under the marketing partnership agreement, Hilton Worldwide will be showcasing its 10 award winning brands at ITB Asia 2011. These include its luxury brands, Waldorf Astoria and Conrad; full service brands, Hilton Hotels & Resorts and Doubletree; as well as its focus serviced offerings such as Hilton Garden Inn and Hampton Inn.

Hilton Worldwide will host an exclusive evening reception at one of its properties in Singapore – the Conrad Centennial Singapore, where guests will be treated with exceptional hospitality and cuisine that is signature of Hilton Worldwide hotels. Around 100 of the top hosted buyers at the show will also be able to experience the premium accommodation arranged at Conrad Centennial Singapore. The show will also offer industry players valuable opportunities to meet and engage with senior Hilton Worldwide representatives from the operation and commercial functions.

“Hilton Worldwide is experiencing an unparalleled level of growth in Asia Pacific and we have identified MICE as a key sector with growth opportunities for the region. Having witnessed the success and growth of ITB Asia over the years, we believe that now is the right time to extend our long standing collaboration with ITB Berlin to Asia Pacific. ITB Asia 2011 will be an important platform for Hilton Worldwide to showcase our portfolio of award winning brands,” said Martin Rinck, President, Asia Pacific, Hilton Worldwide.

Hilton Worldwide currently operates over 60 hotels in Asia Pacific with a strong pipeline of over 50 hotels under various stages of development across the region.

“Hilton Worldwide enjoys pole position in the region with its enviable portfolio of well-established brands and impressive development pipeline. Likewise, ITB Asia in only three years has grown to be more than twice the size of its long-established competitor events. This marketing partnership with Hilton Worldwide encapsulates the essence of ITB Asia. The synergy and dynamism generated from our show helped forge many mutually beneficial and strategic industry partnerships; this is one example of it,” said Nino Gruettke, Executive Director, ITB Asia.

ITB Asia 2011 will take place at the Suntec Singapore Exhibition & Convention Centre, from October 19^th to 21^st 2011. As part of its commitment to growing ITB Asia, Messe Berlin (Singapore) signed a new deal in September 2010 to host ITB Asia at the Suntec Singapore International Convention and Exhibition Centre for at least three more years - 2011 to 2013 inclusive.

About Hilton Worldwide
Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 91 years, Hilton Worldwide has been offering business and leisure travellers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,600 hotels and 600,000 rooms in 82 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, Doubletree, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®. For more information about the company, visit www.hiltonworldwide.com.

About ITB Asia 2011
ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend.
Further information: www.itb-asia.com

Press contacts

Messe Berlin
Michael T. Hofer
Spokesman
Director Press & Public Relations
for the Messe Berlin group of companies

ITB Asia and ITB Berlin
Press Officer
Astrid Ehring
Messedamm 22
D-14055 Berlin

Phone: +4930 3038-2275
Fax: +4930 3038-2141
ehring@messe-berlin.com
www.messe-berlin.com

ITB Asia PR Contact for the Asian Region
Ken Scott
ScottAsia Communications
PRresults@ScottAsia.net

Phone: (+66) 2860 8227
www.ScottAsia.net

Sarada Chellam
ICON International
schellam@iconninternational.com.sg

Phone: (+65) 6220 2623
www.iconinternational.com.sg

Hilton Worldwide PR Contact for the Asian Region
Soon Lishan
ICON International
Phone: (+65) 6220 2623
lsoon@iconninternational.com.sg

For additional details
www.itb-asia.com

ITB Asia is now on Twitter! Follow us @ITBAsia

ITB Asia Launches Inspirational New Look

Wed, 24 Nov 2010 23:00:00 GMT

ITB Asia, the B2B travel show for the Asian travel market, has revealed a new identity for 2011. All branding for the event will feature the tagline “Truly Inspiring” accompanied by a smiling woman with Asian travel icons such as the Great Wall and the Taj Mahal woven into her hair.

A similar visual identity has been successfully used to promote ITB Berlin for the last two years. Designed by Berlin-based creative house, Heymann Brandt de Gelmini, the look was adapted for ITB Asia by the use of a Eurasian (Japanese-German) model with 10 Asian travel icons positioned in her hair, which is styled to represent the tropical rain forests of Asia. The model is also wearing a Chinese qipao dress.

“Inspiration is the central proposition,” said Dr Martin Buck, Director of Messe Berlin (Singapore), which organizes ITB Asia. “The imagery is evocative and inspires people to think about travel to and within Asia.”

To celebrate the new look, Messe Berlin (Singapore) has launched a competition offering 50 trade visitor passes for the next ITB Asia, 19-21 October 2011 in Singapore. The tickets, worth US$100 each, will go to the first 50 travel industry professionals who complete the list of Asian attractions featured in the girl’s hair. Warning: you will need good eyesight to enter!

To have a chance of winning, simply visit the image at www.itb-asia.com and complete the following list:

There are 10 Asian icons in the “Truly Inspiring” ITB Asia 2011 girl’s hair. They are:

1)      Singapore
2)      Taj Mahal, India
3)      the Great Wall, China
4)      …
5)      ….
6)      …
7)      …
8)      …
9)      …
10)    ...

Replies, citing your job title, company name, and contact information, should be emailed to itbasia@messe-berlin.com before 31 January 2011.

About ITB Asia 2011

ITB Asia will take place at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2010. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. The event will feature hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2011 will include exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies are all expected to attend. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia

Become a fan of ITB Asia on Facebook facebook.com/itbasia

Press contacts
Messe Berlin
Michael T. Hofer
Spokesman
Director Press & Public Relations for the Messe Berlin
group of companies

ITB Asia and ITB Berlin
Press Officer
Astrid Ehring
Messedamm 22
D-14055 Berlin

Phone: +4930 3038-2275
Fax: +4930 3038-2141
ehring@messe-berlin.com
www.messe-berlin.com

ITB Asia PR Contact for the Asian Region
Ken Scott
ScottAsia Communications
PRresults@ScottAsia.net

Phone: (+66) 2860 8227
www.ScottAsia.net

Sarada Chellam
ICON International
Communications

schellam@iconinternational.com.sg
Phone: (+65) 6220 2623
www.iconinternational.com.sg

For additional details
www.itb-asia.com

98% of Travel Industry to Maintain or Increase Social Media Spending

Thu, 18 Nov 2010 23:00:00 GMT

ITB Asia survey shows that social media is now a crucial branding and marketing tool, but its financial contribution remains murky

An ITB Asia survey has revealed that 98% of travel industry respondents said they would increase or maintain travel industry marketing spend in 2011. Some 56% said they would increase; 42% said they would maintain budget levels.

The findings were based on a survey of 212 travel industry professionals, most of whom attended the third ITB Asia B2B travel show in Singapore, 20-22 October.

The survey indicated that within the travel industry in Asia, social media is now deemed a crucial tool to attract new business and keep existing business. While nearly all travel company representatives who responded said that they planned to maintain or increase their social media marketing spend, the majority of companies expected to allocate less than 5% of total marketing budget to social media.

Just over 67% of the respondents reported that they used social media as a business communications tool. Some 63% of respondents said that social media was “most beneficial” for generating exposure for their business.

Social media is coming of age. “At last year's Web In Travel, most people dismissed social media as hype but this year, there was real and serious discussion about its use in all forms of communication and marketing,” said Yeoh Siew Hoon, organizer of Web in Travel, the travel technology show which is part of ITB Asia.

In the survey, some 81% said that social media was either “very” or “fairly important” in attracting new business. Almost 74% said it was “very” or “fairly important” in maintaining existing business. However, there was uncertainty over social media’s direct impact on the financial bottom line. Over 47% said that it was too early to tell if social media is helping to increase profits or reduce costs.

Nevertheless, 34% of respondents said that social media activities had helped bottom line by either increasing profits or reducing costs.

Despite the financial claims, the survey revealed a much stronger belief in social media as a branding tool. “Enhancing the brand name” came out – by far – as the best reason to use social media. In second place was social media’s ability to create financial returns. Using social media to boost other digital and offline campaigns came third. Using social media as a crisis response tool was deemed its least important role by respondents.

The power of social media as a brand building tool was highlighted by respondent Mr Dao Viet Long, Sales Manager of Bhaya Cruises in Vietnam. He stated: “Bhaya Cruises in Halong Bay, Vietnam, does very successful social media, especially Facebook. All promotion campaigns and news are posted on Facebook where we have attracted nearly five thousand friends. It returns lots of business. Thanks to Facebook and other social media tools, more and more people know about Bhaya Cruises.”

The ITB Asia social media survey found that a good review of a travel industry product or service is important. Almost 60% said that a favourable review created “some business”. Over 24% said it created “a lot” of business. Only 16% said that it had “no significant impact” or that they were unsure of impact.

However, a harmful review was something to be avoided.

Nearly 55% said that a negative review on a social media site would have “some negative impact”. Some 16% said “a lot” of negative impact. Fifteen percent said they were unsure. Over 14% were bold enough to say that a negative review had “no impact”.

The travel industry’s eagerness to get involved in social media, yet uncertainty over its usefulness, was summed up by one respondent who said: “Social media is yet another new component added to the spectrum of marketing tools available and necessary. There is no way to stay out of it, especially in regard to future customers. However, traditional tools will also have to be used for a long while. Marketing budgets will be even more fragmented from now on.”

The online ITB Asia social media survey took place between 16 September and 26 October 2010.

About ITB Asia 2010
ITB Asia took place at the Suntec Singapore Exhibition & Convention Centre, 20-22 October, 2010. It was organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau. Egypt was the official partner country of ITB Asia 2010. The event featured hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East, covering not only the leisure market, but also corporate and MICE travel. ITB Asia 2010 included exhibition pavilions and tabletop presence for small and medium-sized enterprises (SMEs) providing travel services. Exhibitors from every sector of the industry, including destinations, airlines and airports, hotels and resorts, theme parks and attractions, inbound tour operators, inbound DMCs, cruise lines, spas, venues, other meeting facilities and travel technology companies attended. www.itb-asia.com.

ITB Asia is on Twitter! Follow us @ITBAsia
Become a fan of ITB Asia on Facebook facebook.com/itbasia