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Travel's Mr. Cool Fires Up World Travel Market

Travel's Mr. Cool Fires Up World Travel Market ( Travel companies wanting to know how to cash in on the Next Big Thing will be able to find the answer at World Travel Market in London – from the man described as ‘the ultimate guru of cool’ by CNN.

Global trends consultant Daniel Levine is the guest speaker at World Travel Market’s prestigious Captains of Industry Lunch, in aid of the water-aid charity Just a Drop, on the opening day (Monday 12 November) at ExCeL London.

He will be offering his ground-breaking take on how travel businesses of any kind can profit by riding on the coat-tails of emerging cultural trends. Levine will also be leading a free general-session seminar at WTM on Tuesday 13 November, 12.30 – 13.30 hrs, North Gallery Rooms 6/7.

“One of the most powerful things a travel business can do to get an edge on competitors and make more money, is to learn about burgeoning cultural trends and respond to them in innovative new ways,” said Levine. “When trends emerge they create specific demands. Smart travel professionals can benefit enormously by satisfying these cravings with creative and engaging offerings."

As an example of a massive cultural trend, Levine cites the current interest in everything eco-friendly and carbon-neutral and links in with WTM’s World Responsible Tourism Day on Wednesday 14 November.

Levine asserts that virtually any business can benefit by responding to this trend creative solutions. As examples from outside the travel industry he points to a dance club in Rotterdam that is marketing itself as the world's first 'green' nightclub.

“It has a specially-sprung floor," he says. “As people dance, the floor moves slightly and generates electricity, which reduces the club’s consumption of outside power. There’s a health club in Hong Kong that harnesses the power from cross-training equipment and exercise bikes too.”

As an example of a creative company from within the travel industry that's taking-up the cause of global warming, Levine sites the all-business-class airline Silverjet, which requires passengers to purchase carbon-offset credits for their flights, which they are then invited to 'spend' on the eco project of their choice.

Other major cultural developments that are certain to be on the agenda during Levine’s presentations are the enormous demand for ‘personalised’ products, and the explosion of social networking – both of which, according to Levine, are trends that are ripe for exploitation by savvy travel suppliers.

Companies from other industries who are benefiting from embracing these trends include Nike, a brand that invites customers to visit their website and 'build' personalised training shoes by choosing colours, materials and designs.

Similarly, M&Ms chocolates website has a feature that lets visitors personalise their sweets with customised colours and messages. Levine points to the start-up US-based carrier Virgin America as an example of a forward-thinking travel-industry brand that is benefiting from the social networking trend by incorporating seat-to-seat networking into their seatback entertainment system, allowing passengers to communicate with others on board.

Silverjet and Virgin America notwithstanding, Levine believes that the travel industry as a whole hasn't done nearly as much as many other industrial sectors to recognize and embrace the most potent cultural trends.

And he should know: Levine’s cultural analyses are in big demand by big companies. As Executive Director of The Avant-Guide Institute, a worldwide marketing consultancy, he has provided insight and foresight to a plethora of top international brands, including MasterCard, Samsonite and Deutsche Telekom.

But it's the travel industry that remains closest to his heart. Levine started his career 20 years ago writing bestselling international travel guidebooks. Global trend spotting took Levine into the business of identifying cultural phenomena and marketing consulting, and today, Levine's company employs a global team of journalist 'cool hunters,' and produces its own range of super-chic travel guides, detailing the hippest places to eat, drink, shop and be seen in cities around the world.

According to Levine, understanding trends, and formulating strategies to benefit from them, requires business leaders to take a break from their hectic daily lives and look at the big picture of what is happening in the world around them.

“We are the most time-deprived generations in history," Levine said. “It’s rare for most of us to have any time to take a step back, look at the direction of culture in general, and determine how it may effect our businesses. It's rarer still to know how to respond to these changes. That's where I come in."

Reed Exhibitions is the world’s leading organiser of exhibitions and conferences. Reed brings together over 90,000 suppliers and more than 5.5 million buyers from around the world every year generating billions of dollars in business. Today Reed events are held in 38 countries throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 33 fully staffed offices.

Reed’s portfolio of over 460 events serves 52 industry sectors, including:
aerospace and defense, building and construction, design, electronics, energy, oil and gas, entertainment, food and hospitality, gifts, healthcare, IT/telecoms, jewellery, manufacturing, marketing and business services, pharmaceuticals, property, publishing, sport and recreation, transport and logistics and travel.

Working closely with professional bodies, trade associations and government departments Reed ensures that each and every event is targeted and relevant to industry needs. As a result, many Reed events are market leaders in their field.

Reed Exhibitions is part of Reed Elsevier, a FTSE 100 company and world-leading publisher and information provider, with revenues in excess of £4.8 billion (US$ 8.4 billion) (2004).

Reed Travel Exhibitions organise 17 events worldwide, including World Travel Market, Arabian Travel Market, C.I.S. Travel Market, EIBTM, British Travel Trade Fair, Asia Pacific Incentives&Meetings Expo (AIME), International Golf Travel Market, Top Resa, Mediterranean Travel Fair, ICCA Exhibition, in association with the ICCA Congress, International Luxury Travel Market (ILTM), La Cumbre, City Break, China Incentive, Business Travel&Meetings Exhibition (CIBTM), Latin American&Caribbean Incentive&Meetings Exhibition (LACIME), Gulf Incentive Business Travel&Meetings (GIBTM) and Asia Luxury Travel Market (ALTM).

For further press information, please visit the Reed Travel Exhibitions’ website on

For further media information telephone Jane Larcombe on +44(0)1892 785071 or email

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