WTM: Couch booking to be new travel trend

Wednesday, 06 Nov, 2012 0

Television viewers will be able to book holidays featured in shows they’ve just watched, thanks to the rise of smart TVs, according to the WTM Global Trends Report 2012.

Online purchasing from smart TVs is expected to become widespread, says the report, as more consumers buy web-enabled sets – and travel companies tap into the vast marketing opportunities.

The WTM Global Trends Report – in association with Euromonitor International – said, "Of interest to travel companies will be the possibility for people watching travel programmes to make immediate bookings through their smart TVs via travel apps or web links.

"Travel players will build on the emotional connection provided by the TV programme, offering TV viewers the possibility to book the destination or hotel they just saw and liked."

Travel agencies, tourist boards, hotel chains, airlines and car hire firms will find lucrative opportunities with smart TV technology, said the report.

Travel firms will have apps and internet TV channels, and will sponsor travel programmes, from where TV viewers can easily reach them with a couple of clicks – all without moving from their couch.

Reed Travel Exhibitions chairman World Travel Market Fiona Jeffery said, Instead of being something viewers watch passively, these TV shows and links can be more interactive – allowing would-be holidaymakers immediate access to more information and booking opportunities."

Caroline Bremner, Euromonitor International head of travel and tourism research, said, "Booking a holiday from the comfort of your own couch will become commonplace."

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