WTM London reveals plans to rebrand its Travel Forward technology show

The travel and hospitality technology ‘show within the show’ was first introduced in 2018

WTM London has announced its Travel Forward technology show within the show will be renamed WTM Travel Tech.

The Travel Forward brand was introduced in 2018 and featured a standalone paid-for conference, an exhibition area and other stages for sessions and product demonstrations.

However, organisers have announced plans to introduce a new brand in November this year when the annual event will take place at the Excel centre in east London.

This year’s WTM Travel Tech show will feature two theatres, one to showcase new products and the other to host seminars, debates and presentations.

WTM said the product showcase theatre will offer exhibitors “more options to present their new services and innovations to visitors”.

“WTM Travel Tech will also have an updated brand positioning to reflect the way it has evolved from Travel Forward, as well as a dedicated section within the WTM London website.

“The changes have been made as a result of findings from in-depth research conducted among buyers, exhibitors and visitors,” WTM said.

In 2021 Travel Forward took place as a hybrid in-person and virtual event and feedback found support for integrating the technology section more into the main WTM event.

Vasyl Zhygalo, WTM portfolio director, said: “We received very positive feedback from delegates who attended both events last year and there was great support for our new hybrid format.

“Our post-show research also indicated to us that our travel tech offering will benefit from close integration with the main WTM London event, along with more content to show how travel and hospitality technology is a core element of the wider travel industry.

“The world of travel is constantly evolving, and WTM evolves too – meaning the enhanced WTM Travel Tech will offer a unique opportunity for professionals in the fast-moving technology market to come together, face-to-face, to showcase their innovations and services to a global audience.

“Exhibitors from more than 100 countries attended WTM London in person last year, and this year’s event will be even bigger and better as the sector’s recovery gathers pace – meaning WTM Travel Tech will present unrivalled opportunities for exhibitors, sponsors, buyers and visitors to meet, do business and network.

“Over the past few years, our travel tech partners have been recognised brands such as Amadeus, Sabre, Mastercard and Oracle. Technology will be fundamental to the short-term recovery and long-term future of the travel industry, and the WTM Travel Tech is 100% committed to helping all stakeholders connect the dots.”