digital trends wtm 2016

Thousands of exhibitors and attendees descended on London’s ExCel exhibition centre this week for World Travel Market 2016.

Bell Pottinger conducted online analysis throughout the three-day event to identify which digital trends were most talked about.

Top 10 digital trends:

1. Single-purpose apps
Simple, single-purpose apps are the way forward, according to Facebook, as consumers are finding it difficult to make decisions when they feel they’re being bombarded by information. Consumers prefer each app to have a single, specific purpose.

2. Video
Facebook also says that video will be the leading content format on their platform over the next five years, agreeing with the general consensus that this is the direction media consumption will take moving forward.

3. Influencer marketing
Influencers are being used increasingly in marketing strategies, but are more effective when the partner brand finds an angle that works best for that influencer’s audience. “Don’t build links, build relationships,” says Skyscanner.

4. Brand collaborations
Unexpected brand collaborations are proving very popular with consumers. Look outside the travel industry for inspiration – for example, Tinder and Spotify collaborated to allow the dating app users to pick a song from Spotify to add to their profile.

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