Polycrisis, Regenerative Tourism, Meaningful Business Travel, Accessibility and Networking Are Become the Buzzword at World Travel Market (WTM) London

On its second day, World Travel Market (WTM) London 2024 underscored critical themes in the travel industry, including sustainable and regenerative tourism, diversity and inclusion, digital marketing innovations, and support for emerging travel startups. The discussions and sessions provided attendees with valuable insights into the future of tourism, highlighting how destinations, industry professionals, and technology leaders are adapting to evolving expectations for sustainability, inclusivity, and digital engagement.

The focus on sustainable tourism was central, with WTM London̢۪s first-ever Regenerative Tourism Summit emphasizing the need for a paradigm shift in how the industry views growth and environmental impact. Alongside this, the event featured the Diversity, Equality, Accessibility, Inclusion, and Intersectionality (DEAI) Summit, which explored the business benefits of accessible travel and workforce diversity. The spotlight on digital marketing trends, TikTok̢۪s influence on travel decisions, and the WTM StartUp Pitch Battle showcased innovations and entrepreneurial spirit driving the travel industry forward.

The Greek National Tourism Organisation (GNTO) highlighted Greece’s commitment to sustainable tourism, with Secretary General Andreas Fiorentinos sharing projections for a record-breaking 2024. The country expects around 35 million visitors, generating an estimated €22 billion, attributed to a strategic focus on eco-tourism, mountain trails, and new initiatives like the Aegean eco-islands project. These developments aim to spread tourist traffic across seasons and lessen the impact on Greece’s most popular summer destinations.

Accessibility and inclusivity were the focus of the DEAI Summit, where Ryan Smith, Founder of The Access Agency, discussed the economic benefits of accessible tourism. Smith presented data showing that investments in accessibility yield a $13 return for every dollar spent, highlighting a significant revenue opportunity for the industry. As public and private sectors expand accessible facilities, Smith noted that travelers with disabilities now have options such as hot air balloons with accessible baskets and all-terrain wheelchairs for outdoor exploration.

The DEAI Summit also explored workforce diversity and its role in business success. Mark Julian Edwards, CEO of The Strengths Explorer, emphasized how inclusive cultures lead to higher employee retention and productivity. Jo Rzymowska, founder of Jovolution and former Celebrity Cruises executive, shared her achievements in promoting gender diversity, including increasing female officer representation from 2% to 32% and launching a campaign featuring real guests rather than stereotypical family representations. Rzymowska̢۪s initiatives underscored the value of authentic representation and diverse perspectives in marketing.

Digital marketing was another highlight on day two, with Dan Christian, host of the Travel Trends podcast, leading a session on emerging trends. Christian discussed key topics shaping the digital marketing landscape, including hyper-personalization using AI, short-form video content, and the rise of purpose-driven marketing. With social media search and podcasting on the rise, Christian noted that travel brands should prioritize a comprehensive content strategy supported by data analytics and AI integration.

Google̢۪s dominance in online search remains strong, generating 75% of its revenue from this channel. However, Christian suggested this could face challenges as platforms like TikTok and Instagram become significant players in the travel search and decision-making process.

Hannah Bennett, Head of Travel for TikTok, presented findings from a report co-developed with PhocusWire, revealing TikTok̢۪s growing role in travel decisions. According to Bennett, three in ten users actively search TikTok for travel inspiration, making it a key platform for influencing travel behavior. Short-form video has emerged as the top-performing format for sales conversions, with travel influencers, online travel agencies (OTAs), and hotel brands playing a central role in reaching users. Bennett highlighted the shift in how users now rely on TikTok for trip planning, stressing the platform̢۪s potential as a tool for travel brands to engage consumers.

WTM London̢۪s StartUp Pitch Battle provided a platform for emerging entrepreneurs, with six founders presenting their businesses to a panel of judges led by WTM̢۪s technology advisor, Timothy O̢۪Neil-Dunne. Of the six finalists, five were women, demonstrating a strong representation of female-led innovation in the travel industry.

The winning startup, Greether, founded by Vanessa Karel, was praised for its focus on safe travel for solo female travelers. Launched in 2021 and based in San Francisco, Greether is a marketplace that connects female travelers with verified local women greeters who offer personalized experiences tailored to individual interests. By creating a safe and unique travel experience, Greether addresses an underserved need in the travel market and promotes cultural exchange through a peer-to-peer model.

O̢۪Neil-Dunne commended the quality of the pitch competition, calling it one of the strongest he had seen. Greether̢۪s win highlights the demand for travel solutions that prioritize safety, inclusivity, and customization, particularly for solo travelers.

At the ITT Future You session, speakers emphasized the value of networking in career growth. Felix Ochefu, CEO of Kahana, advised newcomers to build connections that offer diverse career pathways, sharing how a strong network helped him navigate challenges during his business launch. EasyJet Holidays̢۪ senior strategy manager Louie Davis emphasized adding value in networking interactions rather than treating them as transactional exchanges.

WTM London̢۪s second day spotlighted some of the most critical issues facing the travel industry today, from sustainable tourism to inclusivity, digital marketing, and startup innovation. Through the Regenerative Tourism Summit, DEAI Summit, and discussions on digital trends and networking, WTM showcased the evolving priorities in tourism and hospitality, driven by a collective commitment to making travel more sustainable, accessible, and responsive to changing consumer behaviors.

With speakers advocating for a more regenerative approach to tourism, calling for diverse and inclusive workplace cultures, and encouraging travel brands to adopt innovative digital strategies, WTM London provides a roadmap for industry stakeholders to navigate the future of travel successfully. As the travel industry faces a pivotal period of transformation, WTM London remains a valuable forum for sharing insights, fostering connections, and shaping the path forward.