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WTM: Gaming is key to brand awareness
The global travel industry is catching on to the benefits of online and social network-based games, according the WTM Global Trends Report 2011.
The study, in association with Euromonitor International, forecasts that gamification – the integration of gaming dynamics into non-gaming environments – will spread from the entertainment sector to the travel industry.
Travel companies first took to the trend in 2010, with Tourism Australia’s www.nothinglikeaustralia.com and Lufthansa’s www.lufthansawefly.com offering prizes to encourage travellers to share photos and experiences.
This year, Tourism Ireland launched a social gaming initiative on its Facebook page.
Ireland Town encourages users to explore the country’s attractions and complete activities based around the country’s tourism offer with trips to Ireland as the prize.
“Tourism Ireland has a fan base of nearly half a million, and each of those fans has an average of 130 friends,†Mark Henry, director of central marketing, Tourism Ireland said.
“We can potentially engage with more than 62 million people around the world through our Ireland Town game.â€
Euromonitor International head of travel and tourism research, Caroline Bremner, said, “Gamification is the latest battleground in online travel, combining key aspects of loyalty and social networking.
“Together with traditional marketing, gaming will help travel companies to increase brand awareness, in the hope of becoming the next viral sensation.â€
Ian Jarrett
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