THE new 'f-word' pursed on the lips of UK holidaymakers has nothing to do with pent-up anger. It is F-R-E-E. Customers are in the driving seat during these squeezed market times and looking to be given something for nothing as they weigh up their getaway options.

No word grabs the attention better than 'free.' Most players in the industry need to work harder and become more aware of variations in demand - and the willingness to pay. This UK development is outlined in the WTM Global Trends Report, in association with Euromonitor International, the leading global market intelligence company. World Travel Market, the leading business event for the global travel industry, is at London ExCeL from November 10-13. The report forecasts that clients will be naming their own price or expecting to have for gratis a major slice of the product or service.

"As economic activity is likely to slow until 2010, innovative means of saving money will become more attractive", said Fiona Jeffery, chairman of World Travel Market ." However, free or bargain price offers that receive positive reaction hopefully spark clients to return and make profitable product buys. "These new pricing models making waves include 'pay what you want,' auctions and 'core free goods.' They often pose a threat to competitors, but also give brands the chance to engage with consumers and build loyalty.

"Profitability remains the most important underlying factor - protecting revenues in uncertain economic times." For instance, Jeffery said free city tours are geared to generate business for the paid ones and there can be nearly 50 per cent referral rates. The added bonus is it requires little or no investment and builds brand recognition. Savvy consumers, doing their comparative research while watching the pennies, are still likely to be short on confidence and make a 'hard sell.' They welcome pricing flexibility. Some airlines have 'core free goods' off-peak promotions for flexible passengers who are then charged for all ancillary services. The merit of this strategy to fill planes is not conclusive, says the report.

There is one network - with an annual �35 membership fee - of 320 hotels where accommodation is free, but guests are required to pay for breakfast and dinner. It involves relatively few restrictions on when and how long you stay. A super saver started in the United States sees anonymous hotels inviting people to 'name your own price' via blind auctions. It is done with flights and car rental, too, and this idea is likely to expand because it allows operators to move stock that would remain unsold if left to traditional booking methods. Social networking sites such as couchsurfing.com showcases the 'no-cost, full-service' offer and predominately appeals to single under 30s( 75per cent) and Y Generation (almost 50 per cent) of below 25. It is claimed to enrol 10,000 new members every week with almost 780,000 in October, five per cent in the UK. A non-profit organisation, couchsurfing.com is dependent on donations and embraces 232 countries, 47,544 cities. It finds worldwide free accommodation with individual hosts who greet and meet each customer at the airport or rail station. They sometimes even provide free guided tours, leisure activities with their friends and tips on experiencing local life. The report predicts that travel networking websites and activities are expected to grow steadily over the next five years and should become a major trend for the industry.

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For further information please contact the WTM Press Office on +44 (0) 207 069 6119/6120 or visit the WTM International Press Centre onsite at ExCeL London, Level 3.

After 13 November, for further information please email katy.kenyon@reedexpo.co.uk NOTES TO EDITORS World Travel Market - New Admissions Policy World Travel Market (WTM), the global trade event for the travel industry announces a new admission policy, designed to benefit both exhibitors and visitors alike. The new WTM policy includes changes to the structure of the daily format, with WTM Opening Day on Monday 10 November, open to Exhibitors, Exhibitor Invitees, Ministers, and press. The following three days, Tuesday 11 November - Thursday 13 November, will be accessible to all Meridian Club members, Travel Trade professionals, Ministers and press, giving participants more flexibility to choose the days they wish to visit the exhibition. Students will be invited to attend WTM on Wednesday 12 November and Thursday 13 November, where they will participate in a structured education programme. Individuals from the retail arm of the travel industry including travel agents, homeworkers and call centre staff will be invited to attend WTM on Thursday 13 November.

WTM remains a trade only exhibition. A full programme of conferences, seminars, B2B meetings, and industry initiatives will run across three days, Tuesday 11 November - Thursday 13 November and includes the UNWTO Minister's Summit, WTM World Responsible Tourism Day (WTM WRTD), along with a number of new initiatives on Thursday 13 November, such as an extended Responsible Tourism programme and exhibitor to exhibitor networking initiatives. For further details visit www.wtmlondon.com

Reed Exhibitions Reed Exhibitions is the world's leading events organiser. In 2007 Reed brought together over six million industry professionals from around the world generating billions of dollars in business. Today Reed events are held in 38 countries throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 39 fully staffed offices. Reed organises a wide range of events, including exhibitions, conferences, congresses and meetings. Its portfolio of over 500 events serves 47 industry sectors, including: Aerospace & aviation, automobiles, building & construction, electronics, energy, engineering, entertainment, environment, food & hospitality, gifts, healthcare, IT, jewellery, life sciences & pharmaceuticals, property, manufacturing, medical education, packaging & converting, printing & visual communication, security, sports & recreation, travel.