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Footloose and fancy-free or a future in jeopardy?

Footloose and fancy-free or a future in jeopardy? ( The findings of a large study on the future of independent accommodation providers will be exclusively revealed during a conference session at WTM London on Wednesday, November 4 2015.

The session, entitled “The Independent US and European Lodging Market: Lost Opportunities?” will use recent research undertaken by Phocuswright and h2c, a technology provider to the independent hospitality industry.

Michaela Papenhoff, Senior Market Analyst, Europe at Phocuswright Inc., and Managing Director of h2c, will present the key findings during the session, giving valuable insight into how independents are faring and what their future looks like.

In researching the report, called Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties, the authors compared market size, marketing tactics and partnerships, distribution practices, technology employments and other key trends among independent properties in Europe and the US.

Papenhoff said: “The independent lodging markets in Europe and the US are huge, complex and underserved.

“They are also unique – with independents representing 75% of hotels in Europe but only 25% in the US. There are hundreds of thousands of non-branded properties competing for share in both markets and their distribution and marketing strategies are not fully understood.

“By shedding light on the challenges and preferences of independent properties, the study passes on a better understanding of their wants and needs.”

World Travel Market London, Senior Director, Simon Press said: “Independent accommodation providers stand out from the crowd by offering something different. Often they’re pioneers – at the forefront of the latest in hotel services and quick to react to new trends and new requirements among guests. Yet they are constantly in danger of being squeezed out by the bigger players.

“There is room for both in the worldwide travel industry. This report is sure to stir debate on the future, challenges and opportunities that face the independent hotelier.”

“The Independent US and European Lodging Market: Lost Opportunities?” seminar will take place on Wednesday, November 4, 1230-1330 hours in South Gallery 21 and 22.

Members of the press can get a sneak preview of the findings at a Press Conference on Wednesday, November 4, 1000-1100 hours in Platinum Suite 5.

About World Travel Market

World Travel Market, the leading global event for the travel industry, is the must-attend, four-day, business-to-business exhibition for the worldwide travel and tourism industry.

Almost 51,500 senior travel industry professionals, government ministers and international press, embark on ExCeL - London every November to network, negotiate and discover the latest industry opinion and trends at WTM.

WTM, now in its 36th year, is the event where the travel industry conducts and concludes its deals. WTM 2014 will generate around £2.5 billion of travel industry contracts.

World Travel Market is part of Reed Travel Exhibition’s WTM portfolio, which also includes Arabian Travel Market, World Travel Market Latin America and World Travel Market Africa.

WTM Portfolio

The World Travel Market Portfolio is comprised of the leading leisure travel events in the world; World Travel Market in London, WTM Latin America in Sao Paulo, WTM Africa in Cape Town, and Arabian Travel Market in Dubai.

The WTM Portfolio’s events are attended by the global travel and tourism industry’s senior executives to conduct business deals and discover the latest research, insight and opinion.

In 2014, the WTM Portfolio facilitated around $7 billion in industry deals from negotiations between the more than 15,000 buyers, 9,500 exhibitors (1,500 main stand holders and 8,000 stand sharers) in attendance of its four events.

WTM is owned by Reed Exhibitions.

Reed Exhibitions

WTM Portfolio is part of Reed Travel Exhibitions, which is owned by the worldʼs leading events organizer Reed Exhibitions (RE).

In 2014, RE held more than 500 events in 40 countries bringing together more than 6 million people from around the world generating billions of dollars in business.

MEDIA CONTACT: Robert Hoskins, Email:

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