Team StayNomad attended the World Travel Market (WTM) in London, Nov 10-13 2008. We obtained a copy of the WTM Global Trends Report 2008.But till now, we forgot to post our thoughts on this matter on this blog. So here goes…

One of the main trends highlighted at the WTM in London (UK) was the travel networking phenomenon. Travel networks like hospitalityclub.org, couchsurfing.org, wayn.com and staynomad.com represent the convergence of several trends at play in the travel industry today. International social networking, the search for more authentic travel experiences and the contact with local communities; all examples of what travelers hope to get from traveling nowadays.

The report states: “Travel networking sites and activities are expected to grow steadily over the next five years ['09-'13] and will become a major trend the industry would be wise to embrace.”

An excerpt of the mentioned report follows.

A. Companies in all sectors of the travel industry will benefit from:

  1. Implementing Web 2.0 features on their websites allowing customers to exchange experiences and opinions about their experience with travel services and their travels overall.
  2. Enriching their offer and adding packages that promote interaction with local cultures.
  3. Including destinations that allow for a more authentic experience of local life.
  4. Involving local communities wherever possible in tourist activities.
  5. Partnering with travel networking websites to promote their offer.

B. Tourism promotion boards at a national and regional level will be able to promote the social aspects of their tourism product to their advantage:

  1. Cooperating with tour operators to create specific cultural events that allow tourists to enjoy a more authentic experience of local culture.
  2. Promoting the accommodation of tourists in B&B’s or other types of travel accommodation outlets run by locals.
  3. Providing more information on their web sites about ways to discover and enjoy the cultures and ways of life of their countries, including travel blogs from locals.

Our take on the above:

Anything “organized” no longer seems authentic, even if it still (kinda) is. It’s the eternal catch 22 of tourism. Someone discovers a unique, fabulous destination or experience. People worldwide learn about this next wonder of the world and sure enough, this unspoiled destination or experience appeals to people all over the globe. We bet you can guess what happens next… Exactly, the next Paris-France, Krabi-Thailand or Gizeh-Egypt is waiting to happen.

Good for business? Probably, at least at first. Attractive in the long run? No. So sustainability also plays a key role in touristic development, also when global travel networking sites are involved. Educating the members of these communities about their (possible) impact as a tourist is as important as the mighty dollar, euro or yen the tourism industry is looking and competing for with hundreds if not thousands of competitor destinations worldwide.

So does it make sense to embrace the travel networking phenomenon? Yes, it does. Not simply because of the (future) size of these networks, but mainly because these people are part of a huge group of individuals with a new take on tourism. And don’t underestimate the influential positions these people have on the Web. We have all seen the power of the Internet through individuals creating travel experiences like Where the Hell is Matt? and Let me Stay for a Day.

All we wonder about is this: When will tourism destination finally grasp the idea and potential power of travel networking sites? The clock is ticking….