‘Middle East trade needs to embrace Web 2.0’

The Middle East will see considerable growth in the travel sector if the Web 2.0 revolution is embraced by local businesses and if internet regulations are addressed.

That is the message to be given at Arabian Travel Market next month in Dubai by Graham McKenzie, UK managing director of TravelMole.com, the online community for the travel and tourism industry.

Regional tour operators, travel agents, hotels and governmental bodies are likely to experience an improved customer base and competitive edge if they adopt Web 2.0 applications such as blogging, social networking and ‘mash ups’.

However, because internet access is the crucial factor in Web 2.0’s success, the web regulations experienced in the Middle East could be a complication in the take-up of this new technology.

Described as the Information Revolution of the internet, Web 2.0 essentially allows an open flow of information from consumer to consumer producing user-driven content rather than published copy. The information from participators on sites such as blogs, forums and social networking sites remains fresh, accessible and independent.

McKenzie maintains this can lead to enhanced business practices and improved results for the Gulf’s travel and leisure businesses. 

“Most, if not all, internet bookers of travel will refer to a review site before deciding,” he said.

“These review sites, featuring User Generated Content (UGC), can drive traffic to a travel agent’s website which can be converted into bookings.

“Companies employing such technology can see a direct positive result in their sales and revenue figures. It is therefore vital that Middle Eastern travel businesses are aware of how to put Web 2.0 into practice.”

Industry reports support this claim, according to figures released in February by Travel Weekly UK, which outline that 71% of consumers are influenced by traveller review websites and two thirds use the reviews to make a final decision between two options.

User comment, blogs and forums are all important aspects of Web 2.0 and businesses embracing this can benefit from improved credibility and transparency, by allowing the consumer to have a direct link to independent reviews, according to McKenzie.

“Once barriers are broken down the wave of comment, content and conversation between travel businesses and consumers online can lead to positive results. Already, the Middle East has witnessed the benefits of this technology as more local users comment on issues such as sustainability and the environment, for example,” he said.

“In order to foster blogging correctly within the travel and tourism industry, it is vital that the systems are easy to use and accessible. In some cases, it is advisable to offer incentives for those who interact with the site and contribute comment, as a way of supporting creativity.

“Local businesses should welcome open online discussions about their service, as constant input from their customer base can enable best practice and can be used for competitive advantage. Web 2.0 enables companies to have a highly personal and targeted dialogue at client level.

“Undeniably, there are valid reasons for the strict regulations applied to web use in the Middle East.  Sites are monitored and moderated in order to protect the user and cooperate with regional sensitivities. However, as access to the web is central to Web 2.0, the strict regulations could be a contributing factor in limiting the success of these applications.”

During the seminar – ‘TravelMole – Social Networks and Web 2.0’ – McKenzie will address the issue of social networks and Web 2.0.

“It is important that companies cooperate with, rather than control, any users that contribute content to their sites. Freedom of speech and public expression need to be embraced here, in order to allow web dialogue to work at its best. In the ever-changing climate of the travel market, remaining competitive is key and Web 2.0 can facilitate this,” added McKenzie

McKenzie is the latest addition to the seminar speaker line-up for Reed Travel Exhibitions’ Arabian Travel Market which takes place at the Dubai International Exhibition and Convention Centre on May 6-9.

Covering a wide-diversity of key industry trends and issues, Arabian Travel Market 2008’s seminar programme is the largest to date with 14 sessions planned over the four day event.

“By bringing industry thought-leaders to speak at Arabian Travel Market, we ensure that attending businesses operating in the regional and international travel and tourism industry are at the forefront of latest trends and developments in the market,” said exhibition director Simon Press. 

“We recognise the need for exhibitors and visitors to stay ahead of the game and, in such a fast growing and dynamic business sector, we cannot overlook Web 2.0. I am excited that Graham McKenzie can speak on this topic to our valued audience.”

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