With the frantic pace of change that is happening in online travel, businesses face an uphill struggle to keep pace with so many new digital developments appearing on the scene. This year World Travel Market has attracted more travel technology exhibitors than ever and is producing the most comprehensive programme of conferences and seminars to help businesses get to grips with the latest from the digital world.

One of the key areas of rapid change is mobile technology, which World Travel Market has identified as potentially the most important new platform for the future of the travel industry. The mobile has taken on far more significance for business travellers than just personal communications, it is a business tool. For instance, mobiles are being used to develop paperless travel by airlines like Lufthansa and British Airways. With 3 billion mobile users compared to 1.3 billion PC users in the world today, the age of the mobile has arrived. This is largely due to the availability of mobile broadband which speeds up internet access. Google has paved the way by introducing Google Mobile which accelerates internet search speeds and has made the mobile a viable alternative to the PC for Internet browsing and email. The Google Travel Team will be presenting the latest from the Internet giant in their Travel Technology@WTM seminar.

Chairman of World Travel Market, Fiona Jeffery said, "This November, World Travel Market is offering one of the largest technology programmes ever seen in the industry as well as more Technology and Online Travel exhibitors with a wide range of products and services. Having identified the mobile as the new hub for the future, we are staging an industry first with our EyeforTravel@WTM Conference on mobile technology and two additional conferences about future trends, and online content and conversion. On top of these, we will be staging the two-day Travel Technology@WTM seminar programme from Genesys."

The three major conferences created by EyeforTravel@WTM will address the most pressing issues facing the industry today to provide the best strategy for the future.

Mobile Technology in Travel takes place on Tuesday 11 November and is the first event of its kind for the travel industry. Leading travel and mobile brands will come together to outline how mobiles can make money with essential insights into the mobile space. Among these will be speakers from Vodafone, Google, British Airways, Lufthansa, Sabre, Amadeus, Mobile Commerce and Mobile Travel Technologies. With over 3 billion mobile users worldwide compared to just PC 1.3 billion users, the mobile has come of age.

The Travel Leadership Forum: Evolution of Online Travel on Wednesday 12 November will disucss how to boost profits in a time of economic uncertainty; how to ensure business strategy guarantees a prosperous future; and what the world's top travel executives are focusing on today. This must-attend think-tank will provide online travel executives with a privileged insight into the top issues in travel and offer a rare opportunity to join the travel elite to debate the future evolution of the industry. Speakers include TripAdvisor, Sabre, lastminute.com, Travelodge and SkyEurope Airlines.

Online Content and Conversion Strategies, held on Thursday 13 November aims to provide a roadmap to online success from upgrading business websites to the rich web environment that customers crave. The Conference will be addressing each and every aspect of web success: from search to stickiness, usability to user generated content and every web technology to foster loyalty, attract new customers and increase sales. Speakers are from Lonely Planet, P&O Cruises, TUI, Walt Disney Parks & Resorts, EasyJet (panel), Microsoft, Cathay Pacific, SAS and VisitBritain.

Make the Most of the Web is one of the key themes for the Travel Technology@WTM Seminar Programme this year in association with Genesys held on Tuesday 11 and Thursday 13 November. Generally standing room only, these sessions will include seminars on multilingual global content sponsored by Oban Multilingual; on travel comparison sites sponsored by ASAP Ventures; the very latest from the Google Travel Team; and recent developments in search engine marketing to maximize internet presence.

Fiona Jeffery concludes," Technology and Online Travel @ WTM has become the fastest growing and fastest selling area. This is why we are putting on an unrivalled programme of technology events this year featuring many of the world's best known brands. Receiving some of the very best expert advice available, delegates will find out how to use the most recent technology to achieve that all-important business edge."

-Ends-

NOTES TO EDITORS

World Travel Market - New Admission 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

For further press information please contact Arleigh Galant Vasconcellos on +44 (0)20 8910 7038 or arleigh.galantvasconcellos@reedexpo.co.uk or Allison Tuffrey-Jones on +44 (0) 797 068 5286 email: gajones@globalnet.co.uk.