AS technology continues to be the leading trend in the travel industry Arabian Travel. Market is now vigorously promoting the benefits of online visitor registrations.
The trend of visitors choosing to register for Arabian Travel Market 2012 online prior to their arrival onsite is now growing to such an extent that pre-registered visitors now outnumber those registering onsite at the show.
The trend has been slow to emerge, but it has gathered pace, especially over the last two years.
Between 2007 and 2009 pre-registered attendees averaged 35 per cent of the total visitors registered. However, last year 54 per cent of visitors had pre-registered online prior to the show and we see that trend accelerating.
Why is this important?
• If this trend does continue as we expect, within four years over 90 per cent of our registrations will be completed online in advance of the show, presenting some major benefits;
• Visitors arrive onsite better prepared and better informed and can maximize their time at the show knowing about the high quality seminar programme and show features
• Many visitors having registered online would then be encouraged to view over 2200 exhibitors and maybe even confirm appointments in advance
• A reduction in onsite registration queues allows us to improve the efficiency of our customer service
• We can provide a natural quality check ensuring that exhibitors get to see the quality buyers
• Exhibitors then benefit, meeting enlightened visitors who are already aware of their product or services
Considering these potential benefits we are trying our utmost to encourage visitors to register online. As an added incentive for attendees to register online prior to the show, we have also introduced a nominal onsite registration fee of Dh100.
The online trend is nothing new within the travel industry. The way in which consumer’s book flights, hotels and car hire, for example, whether direct or through a travel agent is now almost entirely through an online process. To reflect these and other technological trends we have expanded our technical seminar programme this year.
Influential industry speakers will be addressing key technology issues – not only those affecting the way in which business is conducted today, but also how business may be carried out in the future.
We are constantly trying to maximize the quality marketing time that our exhibitors have onsite and hopefully this initiative will afford them just that.
ATM 2012 will take place from April 30-May 2, 2012 at Dubai International Convention and Exhibition Centre, Dubai. For registrations, visit www.arabiantravelmarket.com.
ATM Diaries
By Mark Walsh